In a decisive and historic election, Shaika Al Nowais of the United Arab Emirates has been elected as the new Secretary-General of the United Nations Tourism Organization (UN Tourism), becoming the first woman to hold the position in the organization’s 50-year history.
The announcement was made on Friday, May 30, at the UNWTO headquarters in Madrid, following a vote by 35 member states. Sheikha Al Nowais will begin her four-year term in 2026, leading the global tourism body until 2029.
Al Nowais secured a commanding 24 out of 35 votes during the 123rd Executive Council session held in Segovia, Spain, overcoming her rivals with a clear majority and strong backing from member states across multiple regions. Her victory signals a significant shift in international confidence and a resounding call for transparency, innovation, and inclusive development in global tourism governance.
A Landmark Victory for the UAE and the Tourism World
This is the first time a candidate from the Gulf region has been elected to lead UN Tourism, making Al Nowais’s win not just a personal achievement but a geopolitical milestone. It demonstrates the UAE’s growing influence in international organizations and underscores its commitment to sustainable tourism, digital transformation, and cross-cultural exchange.
Observers hailed the result as a clear departure from the turbulence of recent years. Al Nowais’s candidacy gained momentum amid widespread calls for institutional reform following allegations of manipulation, a lack of transparency, and political interference under outgoing Secretary-General Zurab Pololikashvili.
President His Highness Sheikh Mohamed bin Zayed Al Nahyan hailed the appointment as a historic milestone. “Congratulations to Sheikha Al Nowais on becoming Secretary-General of the United Nations World Tourism Organisation. As the first woman to assume this important role, her appointment reaffirms the UAE’s commitment to empowering Emirati women in leadership and reflects the vital role of the tourism sector as a driver of sustainable economic growth,” he said.
A Mandate for Reform and Renewal
With her background in tourism policy, international diplomacy, and sustainable development, Shaika Al Nowais is expected to prioritize:
    •    Institutional transparency and good governance
    •    A renewed focus on regional equity and collaboration
    •    Promotion of sustainable and resilient tourism models
    •    Engagement with the private sector and digital innovators
Speaking after her election, Al Nowais expressed gratitude to the Executive Council and pledged to serve all member states equally. “This is a moment of unity and forward-looking ambition. Together, we will restore credibility, foster innovation, and build a tourism sector that empowers communities and protects our shared heritage,” she said.
Looking Ahead
The global tourism sector is emerging from a period of uncertainty and seeks stable, credible leadership to navigate challenges ranging from climate change and digital disruption to geopolitical tensions and post-pandemic recovery. With the election of Shaika Al Nowais, the international community is signaling a desire for fresh thinking, balanced representation, and ethical stewardship. Her first 100 days in office are expected to include high-level consultations, structural audits, and the launch of a global roadmap focused on inclusivity and long-term resilience.
“I aspire to lead a global transformation in tourism, one that prioritises environmental protection, unlocks broader economic opportunities, and builds a more sustainable, inclusive future for communities worldwide,” she said.
“To do that, we must move faster, think bolder, and collaborate more deep.”
Sheikha Al Nowais brings over 15 years of expertise in hospitality and tourism strategy, with a strong track record in sustainability, innovation, and workforce development. She made history as the first woman to join the board of Dubai’s Hotels Group under the Dubai Chambers, where she influenced key policy decisions and championed public-private collaboration. She currently serves on the Middle East and Africa chapter of the Hospitality Asset Managers Association (HAMA), focusing on investment strategies and asset development across the region. A Finance graduate from Zayed University, Al Nowais has received multiple honours in recent years, including Forbes Middle East’s 2023 “Top 100 Sustainable Companies” and several Business Traveller awards for excellence in hotel branding and performance.
As the first woman to lead UN Tourism, her appointment marks the beginning of a bold new era rooted in innovation, inclusion, and environmental responsibility for the global tourism sector.
