Breaking Barriers in Tourism: Shaikha Al Nowais to Lead UN Tourism as First Woman Secretary-General

In a landmark decision, UN Tourism has confirmed Shaikha Al Nowais as its next Secretary-General, marking the first time a woman will lead the United Nations’ specialised agency for tourism in its 50-year history. Her appointment was formally ratified at the 26th General Assembly held in Riyadh, where delegates from across the globe gathered to shape the future of the tourism sector.

Al Nowais, a distinguished figure in hospitality and tourism, will begin her four-year term in January 2026. Her selection signals a turning point for the organisation as it embraces a new era of inclusivity, innovation, and sustainability. With an extensive background in the private sector, she currently serves as Corporate Vice President at Rotana Hotels, and also holds key leadership roles with the Abu Dhabi Chamber’s Tourism Working Group, the Abu Dhabi Businesswomen Council, and Les Roches Hospitality Academy.

In her address to the Assembly, Al Nowais described her election as “a triumph for all of us” and emphasised the collective nature of the achievement. “It is a shared moment that reflects our collective vision for a stronger, more connected, and more compassionate world of tourism,” she said. Her remarks captured the optimism and unity felt by Member States, many of whom view her leadership as a fresh opportunity to expand the organisation’s impact globally.

Outlining her priorities for the years ahead, Al Nowais highlighted five key areas that will define her administration: responsible tourism, capacity building, technology for good, innovative financing, and smart governance. She expressed her commitment to advancing a tourism model that is inclusive, resilient, and centred on human connection, underlining the sector’s potential to uplift communities and foster cross-cultural understanding.

Al Nowais also paid tribute to the outgoing Secretary-General, Zurab Pololikashvili, recognising his “vision, commitment, and role in strengthening UN Tourism’s voice and global presence”. Her acknowledgment reflected a spirit of continuity, even as she prepares to steer the organisation in new directions.

The confirmation of her appointment was the focal point of the 26th General Assembly, where representatives from 160 Member States gathered to deliberate on the future of the sector. The Assembly followed the 124th session of the UN Tourism Executive Council, the organisation’s highest executive body, which reviewed progress on its shared Programme of Work. Discussions centred on advancing investments, fostering innovation, and expanding access to education and opportunities within tourism.

The General Assembly continues with four plenary sessions and several committee meetings focused on sustainable tourism growth and global cooperation. As the sector rebuilds following the challenges of recent years, Al Nowais’s leadership is seen as a decisive step towards ensuring that tourism remains a catalyst for progress and connection worldwide.

Her historic appointment stands not only as a personal milestone but also as a powerful symbol for women in leadership and for the broader transformation of the tourism industry. With her blend of business acumen, strategic vision, and commitment to inclusivity, Shaikha Al Nowais is poised to redefine the landscape of global tourism leadership.