Madrid–
In a groundbreaking moment for global tourism governance, Shaikha Nasser Al Nowais of the United Arab Emirates has officially won the elections and will resume office as the new Secretary-General of UN Tourism, becoming the first woman ever to hold this esteemed position from 2026.
Her nomination was announced today at the headquarters of UN Tourism in Madrid, Spain, after the UN Executive Council met for its 123rd session subject to the UN Tourism General Assembly’s final approval.
Shaikha Al Nowais’s nomination represents a bold new era for the organization, as she steps into a role that will shape international tourism development, policy, and partnerships in the coming years. Her leadership comes at a critical time when global tourism is not only rebounding post-COVID but also navigating an evolving landscape shaped by climate action, digital transformation, and sustainable development goals.
About Shaikha Nasser Al Nowais:
A trailblazer in global tourism
Shaikha Nasser Al Nowais is a visionary leader and the first Emirati woman nominated for the role of UN Tourism Secretary-General, marking a historic milestone for the UAE and the global tourism sector. With over 16 years of managerial excellence, she embodies the UAE’s commitment to women’s empowerment, sustainable development, and cross-border collaboration.
Education & early leadership
A graduate of Zayed University—Dubai’s premier institution for fostering future leaders—she earned a Bachelor of Science in Business Sciences and Finance (2006), laying the foundation for her expertise in economic strategy and corporate governance.
Transformative hospitality leadership
As Corporate Vice President – Owner Relationship Management at Rotana Hotels (since 2018), she has been instrumental in:
Forging strategic partnerships with property owners across Rotana’s global portfolio.
Driving operational excellence in the MENA region’s hospitality sector.
Championing sustainable tourism practices across emerging markets, including Africa.
Her tenure at Rotana solidified her reputation as a bridge-builder between investors, governments, and local communities—a skill critical for the UNWTO’s mission.
A Vision Rooted in Inclusion and Global South Empowerment
Though not widely known on the world stage prior to her nomination, Shaikha Nasser Al Nowais brings a wealth of experience in international cooperation, public-private partnership development, and regional integration. With a firm background in economic diplomacy and sustainable development, she has earned respect in policy circles across the Middle East and North Africa (MENA) regional and as the daughter of the owner of Rotana Hotel.
During her inaugural address at the Madrid headquarters, Shaikha Al Nowais outlined a strategic agenda that places Africa at the center of her priorities, alongside digital innovation, youth empowerment, and women’s leadership in tourism. She emphasized the need to strengthen tourism infrastructure across the world, empowering local communities, and creating equitable opportunities through transcontinental partnerships.
Global Expectations for Transformational Leadership
The global tourism industry—governments, private sector stakeholders, NGOs, and academia—will be closely watching Shaikha Al Nowais as she begins her tenure. Her ability to galvanize consensus across geopolitical divides and bring fresh energy to UN Tourism’s mission could shape the sector for decades to come.
As the world turns its attention to a leader who blends innovation with diplomacy, the appointment of Shaikha Nasser Al Nowais is more than a milestone; it is a symbol of hope for a reimagined tourism industry—one that embraces equity, culture, sustainability, and hopefully Africa’s rightful person in place to pave the way for the future emergency of an African Secretary-General.
