In a landmark moment for the UAE and global tourism, Her Excellency Shaikha Nasser Al Nowais has been elected Secretary-General of the United Nations Tourism Organisation (UN Tourism) for the 2026–2029 term. Her appointment marks the first time a woman will lead the organisation since its founding in 1975. This milestone reflects the UAE’s growing role in shaping international tourism policy.
The announcement came on May 30 following a vote at UN Tourism headquarters in Madrid. Delegates from 35 member states participated in the election. Al Nowais’s win drew widespread praise and highlighted the UAE’s commitment to tourism development and international cooperation.
A Groundbreaking Moment for Emirati and Arab Women
Al Nowais dedicated the achievement to the leadership of the UAE, including President His Highness Sheikh Mohamed bin Zayed Al Nahyan and His Highness Sheikh Mohammed bin Rashid Al Maktoum. She also paid tribute to Her Highness Sheikha Fatima bint Mubarak for her continued support of Emirati and Arab women.
“This moment is not just a personal achievement—it is a collective triumph for Emirati women and the Arab world,” said Al Nowais. “I am deeply honored by the trust placed in me. I will dedicate all my efforts to strengthening the UAE’s global tourism leadership.”
A Vision for Responsible and Regenerative Tourism
Looking ahead, Al Nowais outlined a bold vision to make tourism more inclusive and sustainable. She plans to focus on five key priorities:
- Promoting responsible tourism that protects natural ecosystems, culture, and local communities
- Empowering women, youth, and marginalised groups through targeted training and leadership opportunities
- Embracing digital technology to improve experiences and outcomes, while ensuring ethical data use
- Encouraging innovative funding models that support eco-tourism and green investments
- Strengthening governance practices with a focus on transparency and accountability
She also urged the tourism sector to adapt to urgent global challenges such as climate change and geopolitical risks. In her words, “Tourism must evolve into a resilient and regenerative force that benefits both people and the planet.”
A Career Shaped by Impact and Innovation
With more than 15 years of experience, Al Nowais has led numerous tourism and hospitality initiatives across the region. She was the first woman appointed to the Board of Directors of the Dubai Hotel Group and has played a key role in fostering collaboration between the public and private sectors.
She holds a Business Administration and Finance degree from Zayed University. In addition to serving on the Middle East and Africa Chapter of the Hospitality Asset Managers Association (HAMA), she has earned industry accolades from Forbes Middle East and others for her sustainability leadership.
Al Nowais’s appointment signals a turning point in global tourism governance. It also highlights the UAE’s growing influence, not only in policy leadership but also in advancing gender equity and sustainable development worldwide.
