Photo Credit: WAM
We are delighted to welcome Shaikha Al Nowais as the new Secretary-General of UN Tourism — the first woman to lead our organisation in its 50-year history. Her appointment marks an inspiring moment, continuing our shared commitment to a sustainable, inclusive & innovative future. pic.twitter.com/j89U8gGr1V
— UN Tourism (@UNWTO) November 9, 2025
Dubai, UAE — November 2025 — The United Nations World Tourism Organisation has elected Shaikha Nasser Al Nowais as its new Secretary-General for the 2026–2029 term.
The appointment, confirmed by a majority vote of more than 160 countries during the 26th session of the UNWTO General Assembly in Riyadh, follows her initial election by the Executive Council last May.
According to the Emirates News Agency, Al Nowais successfully completed all stages of nomination, election, and confirmation in accordance with the organisation’s protocol, marking an unprecedented achievement.
This election is a landmark on multiple fronts, as Shaikha Al Nowais becomes the first woman in the world and the first Emirati ever to lead the organisation in its 50-year history. The milestone reflects the international community’s confidence in Emirati talent and the UAE’s success in empowering women on the global stage.
The announcement came during the participation of a UAE delegation, led by Abdullah bin Touq Al Marri, Minister of Economy and Tourism. Bin Touq described the moment as a milestone not only for the UAE but for the entire Arab region and the global tourism sector.
He added: “The election of the first woman to lead the world tourism system reflects a unanimous international recognition of the UAE’s distinguished position in tourism and economic diplomacy. It also confirms our leading and growing role in promoting sustainable tourism development and cultural exchange among the peoples of the world.”
Reaffirming the UAE’s commitment, he pledged support for the UNWTO’s future programmes and action plans, focusing on strengthening international partnerships, sharing expertise, and promoting collaboration between governments, the private sector, and civil society.
Bin Touq also pointed to the central role of the UAE’s aviation sector, with Emirati airlines connecting East and West and transforming the country into a global hub for economic, cultural, and knowledge exchange.
Addressing the General Assembly, Al Nowais expressed her deep gratitude for the trust and support of the member states, affirming her commitment to this global responsibility.
“Tourism is not merely an economic industry; it is a bridge for human connection and a cornerstone for promoting understanding, peace, and sustainable development among peoples and cultures worldwide,” she stated.
She credited her achievement to the UAE’s visionary leadership and its unwavering support for empowering Emirati women, noting that tourism is a main driver of sustainable development. This accomplishment, she said, reinforces the UAE’s influential role in shaping global tourism policies.
Outlining her vision, Al Nowais pledged to lead a new phase of collaborative work based on innovation, empowerment, and sustainability. “We aim to make tourism an inclusive sector that creates opportunities for all – especially youth, women, and local communities – to drive sustainable growth and global cultural exchange,” she said.
Her approach focuses on turning challenges into opportunities, redesigning tourism systems to meet community needs while strengthening economies, and expanding partnerships to support developing countries through training, capacity-building, and knowledge sharing.
Riyadh is hosting the 26th UN Tourism General Assembly, marking the first time a Gulf Cooperation Council country has held this event.
The gathering of over 160 global delegates highlights the region’s growing influence in the tourism sector.
The agenda includes multiple plenary sessions, specialized committee meetings, and meetings of the Executive Council.
