Shaikha Al Nowais has been confirmed as the new Secretary-General of UN Tourism. Meeting in Riyadh, after the Organization’s General Assembly formally ratified her nomination and showed their strong support.
According to UN Tourism, “Ms. Al Nowais will be the first woman to lead the United Nations Specialised Agency for tourism in its 50-year history. She will begin her term at the start of 2026, having gained significant experience in the private sector, most notably as Corporate Vice President at Rotana Hotels. She also chairs the Abu Dhabi Chamber’s Tourism Working Group and serves on the boards of the Abu Dhabi Businesswomen Council and Les Roches Hospitality Academy.”
The Secretary-General-elect said: “This is a triumph for all of us. It is a shared moment that reflects our collective vision for a stronger, more connected, and more compassionate world of tourism. Together, we represent the hopes of millions whose lives are touched by this sector. Together, we carry the belief that tourism, at its best, can uplift nations and unite humanity.”
Looking ahead, to her mandate, she outlined five core priorities: “Responsible tourism, capacity building, technology for good, innovative financing, and smart governance — each designed to make our sector more inclusive, resilient, and human.”
Ms. Al Nowais also paid tribute to the incumbent Secretary-General Zurab Pololikashvili, commending his “vision, commitment, and role in strengthening UN Tourism’s voice and global presence.”
According to UN Tourism, Ms. Al Nowais was nominated by its Executive Council in May and “following protocol, her nomination was put before the 160 Member States at the 26th General Assembly for their confirmation.”
UN Tourism says the new Secretary General is an “Emirati business leader with over 16 years of experience in global hospitality. As Corporate Vice President at Rotana Hotels, she has overseen owner relations across the Middle East, Africa, Eastern Europe, and Turkey. A graduate of Zayed University in Finance, she also chairs the Abu Dhabi Chamber’s Tourism Working Group and serves on the boards of the Abu Dhabi Businesswomen Council and Les Roches Hospitality Academy.”