Shaikha Nasser Al Nowais has been elected as the secretary-general of the United Nations World Tourism Organization (UNWTO), following a recent vote conducted by 35 member states at the organization’s headquarters in Madrid. She will commence her four-year term in 2026, making history as the first woman to assume this role since the UNWTO was established in 1975.
Commenting on her appointment, Al Nowais stated: “I am deeply honored to have been chosen for this responsibility and I dedicate this historic victory to President His Highness Sheikh Mohamed bin Zayed Al Nahyan and His Highness Sheikh Mohammed bin Rashid Al Maktoum, Vice President, Prime Minister and Ruler of Dubai.
“This is not just a personal achievement — it is a moment of pride for all Emiratis and Arabs. I will work to make it a turning point in the global tourism sector’s path toward resilience, inclusion and sustainability.” She also acknowledged Her Royal Highness Sheikha Fatima bint Mubarak for her crucial role in championing the empowerment of Emirati and Arab women.
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Extensive experience in tourism and hospitality
Al Nowais brings over 15 years of extensive experience in the tourism and hospitality sectors, with a career that encompasses asset management, public-private partnerships, and hospitality investment strategy. She previously held the position of corporate vice president of owners’ relationship management at Rotana Hotel Management Corporation and was the first woman to serve on the board of the Dubai Hotel Group under Dubai Chambers.
Currently, she also serves on the Middle East and Africa chapter of the Hospitality Asset Managers Association (HAMA), where her focus includes investment planning and asset development. Al Nowais holds a degree in business administration and finance from Zayed University and has received accolades for her contributions to sustainability and hotel brand performance.
In her inaugural public remarks, Al Nowais outlined five strategic pillars that will define her tenure: responsible tourism, empowerment of youth and women, technology-driven innovation, financing models to support sustainable tourism, and governance founded on transparency. She has called for accelerated action across the sector in response to global challenges such as climate change and shifting consumer behavior.
Support from UAE leadership
Her appointment has been recognized by UAE leadership as a significant milestone for both the country and for the representation of women in global tourism governance.
Leaders, including His Royal Highness President Sheikh Mohamed bin Zayed Al Nahyan and HRH Vice President Sheikh Mohammed bin Rashid Al Maktoum, emphasized the appointment as a continuation of the UAE’s commitment to international cooperation and sectoral development. The election of Al Nowais occurs at a pivotal moment when the tourism industry is witnessing structural transformation. Her emphasis on institutional governance, sustainability, and regional representation is anticipated to influence the next phase of global tourism policy.
