Prime Highlight
- Al Shaikha Nowais from the UAE will become the first woman to lead the UN Tourism agency, starting her term in early 2026.
- She aims to focus on responsible tourism, skill-building, technology, funding, and smart governance to make global tourism more inclusive and resilient.
Key Facts
- Nowais currently serves as Corporate Vice President at Rotana Hotels and holds leadership roles in multiple Abu Dhabi tourism and business organizations.
- Her appointment will be formally approved by the 26th General Assembly after recommendation by the Executive Council in May.
Background
Al Shaikha Nowais from the United Arab Emirates has been confirmed as the next Secretary-General of the UN Tourism agency, becoming the first woman to lead the organisation in its 50-year history. The 26th General Assembly will formally approve her nomination, which the Executive Council recommended in May and she will start her term in early 2026.
Nowais currently serves as the Corporate Vice President at Rotana Hotels and holds key roles across several tourism and business bodies in Abu Dhabi. She chairs the Abu Dhabi Chamber’s Tourism Working Group and is a board member of the Abu Dhabi Businesswomen Council and Les Roches Hospitality Academy. Her background in hospitality and private-sector leadership played a strong role in her selection.
Addressing member states at the Assembly, Nowais said her appointment represented “a triumph for all of us,” adding that it reflected a shared vision of a more connected and compassionate tourism sector. She said that tourism can help communities grow and bring people from different countries together.
Looking ahead to her 2026–2029 term, she listed five main priorities: responsible tourism, building skills, using technology for good, finding new ways to fund projects, and smart governance. She said these pillars aim to make global tourism more inclusive, resilient, and human-focused.
Nowais also thanked outgoing Secretary-General Zurab Pololikashvili for his leadership and his role in strengthening the organisation’s global presence.
Her appointment was the highlight of the opening day of the General Assembly, where delegates are meeting for four plenary sessions and several committee discussions. The Assembly followed the conclusion of the 124th Executive Council session, which reviewed progress on boosting investments, supporting innovation, and expanding education opportunities across the global tourism sector.
