In a milestone moment for the Arab world and the global tourism industry alike, the UAE’s Shaikha Al-Nowais has been elected Secretary-General of the United Nations World Tourism Organization (UNWTO), becoming both the first woman and the first Gulf national to lead the 50-year-old institution.
Her appointment was confirmed during the 26th UNWTO General Assembly, held in Riyadh from November 7–11, where more than 160 member states voted in her favor. Al-Nowais will begin her four-year term in January 2026, marking the start of a new era for the global body overseeing tourism development, innovation, and sustainability.
For Al-Nowais, the election was not just a personal triumph; it was a statement of progress.
“This is a shared victory,” she told delegates, “a reflection of our collective vision for a stronger, more connected, and more compassionate world of tourism.”
Her rise symbolizes the growing leadership of Gulf women in international organizations and the UAE’s expanding influence on global policy. In the words of UAE Minister of Economy and Tourism Abdullah bin Touq Al-Marri, her appointment “reflects international recognition of the UAE’s leading role in promoting sustainable tourism and cultural exchange.”
Shaikha Al-Nowais’ Vision: Five Core Priorities for Sustainable Tourism
Al-Nowais outlined an ambitious vision built on five core priorities: responsible tourism, capacity building, technology for good, innovative financing, and smart governance. Her approach seeks to make the industry more inclusive, resilient, and human-centered, turning travel into a driver of understanding and peace rather than just economics.
“Tourism,” she said, “is a bridge for human connection and a cornerstone for sustainable development among peoples and cultures worldwide.”
With over 16 years in hospitality and investment, including her current role as corporate vice president at Rotana Hotels, Al-Nowais brings both executive insight and a deep understanding of how tourism can empower communities.
The Middle East on the Map: A Gulf Voice Leads Global Tourism
In addition, her election happens while the Middle East is emerging as one of the fastest-growing tourism regions.
The UAE and Saudi Arabia are currently spearheading investment in culture, sustainability, and hospitality innovation. As Al-Nowais prepares to assume office in 2026, she represents a new direction for UN Tourism.
She also symbolizes the arrival of Arab leadership and a female perspective at the heart of the sector. Ultimately, the journey of global tourism’s next chapter begins in the Gulf, and it’s led by a woman.
