In a landmark moment for the United Arab Emirates and the global travel industry, Shaikha Nasser Al Nowais has been nominated as the first-ever woman to lead UN Tourism in its 50-year history. Her nomination was confirmed during the 123rd UN Tourism Executive Council session held in Segovia, Spain, where she secured a majority vote. Once ratified by the UN General Assembly, she will officially take office in January 2026 for a four-year term, marking a proud and historic achievement for the UAE on the world stage.
A 50-year barrier is broken
The United Arab Emirates has marked a monumental moment on the global stage: Shaikha Al Nowais has been officially confirmed as the next Secretary-General of the United Nations Specialised Agency for Tourism (UN Tourism). This appointment, ratified by the 160 Member States at the 26th General Assembly, is not just a high-level posting—it is a piece of history. Shaikha Al Nowais becomes the first woman to lead the organization since its establishment 50 years ago in 1975.This triumph is viewed across the nation as a direct reflection of the UAE’s sustained commitment to its Vision 2040 goals of women’s empowerment and global leadership. Upon the announcement, the highest levels of the UAE leadership hailed the achievement. President His Highness Sheikh Mohamed bin Zayed Al Nahyan stated that the appointment “reaffirms the UAE’s commitment to empowering Emirati women in leadership.” The victory is dedicated, by Al Nowais herself, to the leadership and to Her Highness Sheikha Fatima bint Mubarak, whom she praised as the “first and most enduring supporter of Emirati and Arab women.”
Who is Shaikha Al Nowais?
Shaikha Al Nowais is far from an outsider to the industry she is set to lead. Her professional life reflects the dynamism and ambition of the UAE’s economy. She is a highly accomplished Emirati business leader with over 16 years of international experience, bringing a rare mix of corporate efficiency and global strategy to the UN.Key positions that prepared her for this historic role include:
- Corporate Vice President at Rotana Hotels, managing owner relationships across a vast geographic area including the Middle East, Africa, and Eastern Europe.
- Chair of the Abu Dhabi Chamber’s Tourism Working Group, where she has actively shaped public-private sector collaboration.
- Board memberships on the Abu Dhabi Businesswomen Council and the prestigious Les Roches Hospitality Academy.
Her candidacy itself was a reflection of the national vision, with Al Nowais noting that her nomination by the UAE was “reflective of the importance our country places on empowering Emirati women in leadership positions.” This appointment firmly places an Emirati woman at the forefront of global policy, proving that professionals from the region can lead international organizations with skill and excellence.
A bold vision
Shaikha Al Nowais is set to officially begin her four-year term in January 2026. She takes the helm at a critical juncture for the industry, which faces challenges from climate change, technological acceleration, and geopolitical shifts.She has articulated a comprehensive Five-Pillar Vision designed to transform the tourism sector:
- Responsible Tourism: Prioritizing environmental protection and cultural heritage preservation.
- Capacity Building: Expanding opportunities, specifically focusing on youth and women empowerment in the sector.
- Technology for Good: Harnessing Artificial Intelligence (AI) and digital tools to enhance efficiency and the traveller experience.
- Innovative Financing: Mobilizing new investments and financial solutions to support sustainable growth.
- Smart Governance: Ensuring transparent, ethical, and collaborative leadership across all Member States.
Her commitment to women’s and youth empowerment is particularly strong, aiming to create training programs and job opportunities that ensure tourism growth is equitable. This focus is already mirrored in her private sector work, where she championed supportive workplace policies like flexible working arrangements to help women thrive.
A message to Emirati women
The impact of this appointment extends far beyond tourism policy; it is an inspirational moment for every young Emirati woman.When addressing young professionals, Shaikha Al Nowais offered clear, empowering advice: “Don’t wait for permission to lead.” She emphasized the importance of curiosity, urging them to “Always ask questions.”The underlying sentiment is that leadership is a choice, not a privilege granted, and the success of the UAE lies in service driven by a strong sense of purpose. Her appointment stands as a tangible outcome of the UAE’s decades-long investment in education, opportunity, and the belief that Emirati women are equipped to excel on the world’s most demanding platforms. This is a historic victory not just for Shaikha Al Nowais, but for the entire nation.
What to expect under her leadership?
As incoming head of UN Tourism, Shaikha Al Nowais is expected to champion responsible tourism, digital innovation, community development and capacity-building, especially for women and youth. Industry expectations are high as she takes charge at a time when tourism demands smarter policy, sustainability-driven strategies and more collaborative global growth. Her leadership is seen as an opportunity to reshape tourism into a more equitable, future-driven and culturally respectful global sector, while strengthening partnerships between nations.
