From January 2026
The UN Tourism Executive Council has nominated Shaikha Al Nowais of the UAE as the next Secretary-General of the global tourism body, in a landmark move that would see her become the first woman to hold the post in the organisation’s 50-year history.
Her nomination was announced during the Council’s 123rd session, which convened in Segovia, Spain, to assess progress made over the last eight years and to lay the groundwork for the next phase of transformation.
If confirmed by the UN Tourism General Assembly, Al Nowais will begin her four-year term in January 2026, marking a significant step forward for gender representation in international tourism leadership. The appointment comes as UN Tourism continues to focus on innovation, education and investment as core pillars for global tourism development.
Al Nowais, an Emirati national, currently serves as the Corporate Vice President at Rotana Hotels, where she oversees owner relations across key regions, including the Middle East, Africa, Eastern Europe, and Turkey.
With over 16 years of experience in the global hospitality sector, she is widely regarded as a champion for women in business and tourism. She holds a degree in Finance from Zayed University. She serves in several leadership roles, including as chair of the Abu Dhabi Chamber’s Tourism Working Group and board member of the Abu Dhabi Businesswomen Council and Les Roches Hospitality Academy.
Her nomination comes at a time of renewed momentum in global travel. According to the May 2025 UN Tourism World Tourism Barometer, more than 300 million tourists travelled internationally in the first quarter of the year, representing a 14 million increase compared to the same period in 2024. The data signals a strong and steady recovery in international travel, following years of disruption caused by the COVID-19 pandemic.
Outgoing Secretary-General Zurab Pololikashvili presented a detailed report reflecting on his eight-year mandate. Under his leadership, UN Tourism expanded its global presence and launched new programmes that aligned tourism with the Sustainable Development Goals. In his address, Pololikashvili highlighted achievements in rural development, sustainable tourism, education and digital innovation.
“Over the last eight years, UN Tourism has embraced a transformative vision. We have worked to make tourism more competitive, inclusive and sustainable, while never losing sight of the importance of education, investment and empowering women,” he said.
Key accomplishments cited in the report include the growth of the UN Tourism Online Academy, the launch of the Best Tourism Villages initiative, and an increase in foreign direct investment in tourism infrastructure. UN Tourism also deepened its work with member states through technical assistance and policy support, helping countries adapt to evolving travel trends and climate challenges.
Innovation remained a central theme at the session. The Executive Council announced the creation of a new UN Tourism Thematic Office on Innovation for Africa, to be based in Rabat, Morocco. The agreement was formalised by Secretary-General Pololikashvili and Morocco’s Minister of Tourism, Fatim-Zahra Ammor. The office will support the 2030 Agenda for Africa by fostering innovation as a tool for economic development across the continent.
The Council also reviewed updates on regional and thematic offices and explored future pathways to integrate artificial intelligence and social innovation into tourism governance. Enhancing digital literacy, promoting smart destinations and building a skilled tourism workforce were identified as future priorities.
With Al Nowais poised to become the next leader of UN Tourism, the Council’s latest session marked a moment of transition for an organisation that continues to position itself at the heart of global development. Her nomination signals a new chapter, reinforcing the role of inclusive leadership in shaping a more resilient and forward-looking global tourism sector.
Image: Shaikha Al Nowais is scheduled to begin her four-year term in January 2026. Credit: UN Tourism
