Shaikha Nasser Al Nowais is a distinguished leader in the global hospitality industry. As Corporate Vice President, Owner Relationship Management at the Abu Dhabi-based Rotana Hotel Management Corporation, she has been instrumental in driving tourism initiatives both within the UAE and internationally. With over 15 years of experience, she has navigated the evolving landscape of hospitality, fostering growth in emerging markets while championing sustainability and economic inclusivity.
“Tourism is a transformative force for economic growth, fostering job creation, supporting local businesses, and bridging cultures,” she states. “At Rotana, with 180 hotels—82 of which are operational across 44 cities in 25 countries—we continuously seek innovative approaches to ensure that tourism remains a driver of economic prosperity while prioritizing sustainability and inclusion.”
Yet, Al Nowais recognizes that the industry is at a pivotal moment. “The world is facing unprecedented global challenges—climate change, technological disruption, and shifting geopolitical dynamics. These challenges necessitate forward-thinking leadership and bold, collaborative solutions that can redefine the future of sustainable and responsible tourism.”
A Vision for Global Leadership at UN Tourism
With this commitment to progress, Al Nowais has been honored with a nomination from the UAE as the next Secretary-General of the United Nations World Tourism Organization (UN Tourism) for the 2026-2029 period. If elected, she will be the first female from the region to lead the global tourism body—a milestone reflecting both her personal achievements and the UAE’s leadership in sustainable tourism development.
“I am deeply grateful to the leadership of the UAE for their trust and for nominating me as the first UAE female candidate for the Secretary-General role at UNWTO. It is both a privilege and a profound responsibility,” she expresses with humility.
Read more: How are UAE, Saudi Arabia leading way in sustainable tourism?
Her vision for the role is anchored in five strategic pillars:
* Sustainable and responsible tourism growth – Ensuring that economic expansion does not come at the expense of cultural heritage and environmental preservation.
* Digital transformation and smart tourism – Equipping emerging markets with AI, blockchain, and smart infrastructure to enhance travel experiences and optimize destination management.
* Economic inclusion and local empowerment – Strengthening opportunities for women, youth, and marginalized communities through tourism-driven job creation.
* Infrastructure development and connectivity – Enhancing air, road, and digital connectivity to unlock the full potential of tourism destinations.
* Transparency and ethical governance – Promoting responsible tourism policies and global partnerships to uphold industry integrity.
“My vision is to build upon proven success models that can be scaled across Africa, Asia, Latin America, and the Middle East. The goal is not just growth, but sustainable and inclusive progress that empowers communities and fortifies the global tourism ecosystem,” she adds.
Technology and Collaboration as Catalysts for Change
Recognizing that the future of tourism lies in innovation, Al Nowais emphasizes the role of technology in reshaping the industry. “Artificial intelligence, digital payments, and smart city solutions have revolutionized the way we experience travel. My aim is to ensure that these technologies are accessible to all destinations, particularly emerging markets, so they can compete on a global scale while delivering superior guest experiences.”
Equally important is collaboration among nations. “Tourism is inherently interconnected, and our success hinges on partnerships—across governments, private sectors, and local communities. By working together, we can create a resilient and thriving global tourism sector that benefits everyone.”
A Call for Collective Action
As the world redefines tourism in the post-pandemic era, Al Nowais is committed to leading with purpose and inclusivity. “This nomination is not about personal recognition—it is about bringing a fresh, impactful perspective to the global stage. It is about ensuring that tourism continues to be a force for good, driving economic opportunity while safeguarding our cultural and natural heritage for future generations.”
With a track record of leadership, innovation, and an unwavering dedication to sustainable tourism, Shaikha Nasser Al Nowais stands poised to shape the future of the industry—one that is resilient, inclusive, and forward-thinking.
