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Shaikha Al Nowais has been nominated to become the first woman Secretary-General of UN Tourism, marking a potentially historic moment for the global travel sector. If confirmed by the UN Tourism General Assembly, she would step into the role in January 2026, making her the first woman to lead the organization in its 50-year history.
Historic Nomination at a Time of Momentum
The nomination was announced during the 123rd session of the UN Tourism Executive Council, held in Segovia, Spain. The Council reviewed progress made under the current Secretary-General, Zurab Pololikashvili, and laid groundwork for the organization’s future—including its next leadership. The meeting came amid a significant upswing in international travel, with over 300 million tourists crossing borders in the first quarter of 2025, according to the latest UN Tourism Barometer. That’s 14 million more than during the same period in 2024.
Shaikha Al Nowais’s nomination signals a growing emphasis on gender equity and global inclusivity in the leadership of international institutions. Shaikha Nasser Al Nowais is an Emirati business leader with over 16 years of experience in the global hospitality industry. As Corporate Vice President at Rotana Hotels, she has overseen owner relations across the Middle East, Africa, Eastern Europe, and Turkey. A graduate of Zayed University with a degree in Finance, she also chairs the Abu Dhabi Chamber’s Tourism Working Group. She serves on the boards of the Abu Dhabi Businesswomen’s Council and Les Roches Hospitality Academy.
Eight Years of Transformation
As the Council assessed achievements under Pololikashvili’s eight-year tenure, a key focus was placed on the evolution of UN Tourism from a technical agency to a globally visible advocate for sustainable and innovative tourism. Under his guidance, the organization prioritized themes such as education, women’s empowerment, digital transformation, and rural development.
Highlights of the outgoing administration include a robust expansion of the UN Tourism Online Academy, which has trained thousands in hospitality and tourism management, and the launch of flagship initiatives like the Best Tourism Villages program. Artificial intelligence, social innovation, and gastronomy tourism have also become central to the organization’s evolving agenda.
“Over the last eight years, UN Tourism has embraced a transformative vision,” said Zurab Pololikashvili. “We have put tourism at the forefront of the global agenda to enhance its competitiveness and economic value.”
Innovation and Investment Across Continents
Beyond leadership discussions, the Segovia meeting highlighted the expansion of UN Tourism’s regional reach. Member States were briefed on a record rise in foreign direct investment in tourism, as well as the progress of international academies developed in association with the agency. Sustainability remains a cornerstone, with alignment to the United Nations Sustainable Development Goals (SDGs) continuing to guide program development.
One of the most notable announcements was the planned opening of a new UN Tourism Thematic Office on Innovation for Africa, to be based in Rabat, Morocco. The agreement was formalized between Pololikashvili, Morocco’s Minister of Tourism Fatim-Zahra Ammor, and UN Tourism leadership. The office will serve as a regional hub, advancing innovation-led growth and development across the African continent in line with the 2030 Agenda for Africa.
What Comes Next
While the nomination of Shaikha Al Nowais represents a groundbreaking moment, her appointment is not yet final. The decision now moves to the UN Tourism General Assembly for approval. If confirmed, she will assume leadership at a time when tourism is not only rebounding but also redefining itself in the face of climate change, digital disruption, and shifting traveler expectations.
Her nomination may also signal a broader cultural shift—one where the perspectives and talents of women are increasingly recognized as essential to the stewardship of global industries. With tourism accounting for 10% of global employment and over 1.5 billion international tourist arrivals in pre-pandemic years, the influence of the sector extends far beyond leisure. It shapes economies, cultures, and ecosystems.
Whether or not Shaikha Al Nowais becomes the next Secretary-General, her nomination already stands as a milestone in the ongoing evolution of global tourism leadership. For travelers and tourism professionals alike, it’s a sign that the future of travel may be as inclusive and dynamic as the world it reflects.
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