Shaikha Nasser Al Nowais, Secretary-General of UN Tourism
The UN Tourism Executive Council has taken a historic step, nominating Shaikha Nasser Al Nowais of the United Arab Emirates as the next Secretary-General of UN Tourism, effective 1 January 2026. Her nomination, announced during the 123rd session of the Executive Council in Segovia, Spain, will be presented for confirmation at the 26th UN Tourism General Assembly in Riyadh, Saudi Arabia, scheduled for 7–11 November 2025.
Al Nowais will become the first woman and first Emirati to lead UN Tourism in its 50-year history — a defining milestone for the global travel sector.
Building on a Legacy of Transformation
The Executive Council’s meeting reflected on eight years of leadership under Secretary-General Zurab Pololikashvili, during which the organization redefined its global role through innovation, sustainability, and education.
“Over the last eight years, UN Tourism has embraced a transformative vision. We have put tourism at the forefront of the global agenda to enhance its competitiveness and economic value. And we have never lost sight of our key priorities: education, investments, sustainable and rural development, women empowerment, new technologies, and international expansion,” Pololikashvili said.
According to the May 2025 UN Tourism World Tourism Barometer, more than 300 million international travellers were recorded in the first quarter of 2025 — 14 million more than in the same period of 2024 — signalling strong recovery and sustained growth.
Shaikha Al Nowais: A Leader for the Future of Tourism
Al Nowais brings over 16 years of global hospitality and investment experience, serving as Corporate Vice President at Rotana Hotels, where she oversees owner relations across the Middle East, Africa, Eastern Europe and Turkey. A graduate of Zayed University in Finance, she chairs the Abu Dhabi Chamber Tourism Working Group and sits on the boards of the Abu Dhabi Businesswomen Council and Les Roches Hospitality Academy.
Her nomination underscores UN Tourism’s commitment to inclusivity and representation. If approved by the General Assembly in Riyadh, her leadership will mark a new era focused on innovation, education, and equitable development across the global tourism landscape.
Assessing Progress and Setting New Priorities
During the session, Member States reviewed a comprehensive report summarizing the key outcomes of the past eight years of the approved Programme of Work. Major highlights included:
• Tourism Insights: expanded data systems and research capabilities.
• Tourism Knowhow: product diversification in gastronomy, sports and urban tourism.
• Investment & Innovation: record levels of foreign direct investment and adoption of artificial intelligence across tourism systems.
• Sustainability: initiatives aligned with the UN Sustainable Development Goals (SDGs), such as the Best Tourism Villages programme and STAR tool.
• Education & Human Capital: the growth of the UN Tourism Online Academy and new International Academies in partnership with member states.
The Council also reviewed UN Tourism’s global outreach programmes, reporting strengthened cooperation with member countries, and reaffirmed its commitment to ensuring that tourism remains a driver of employment, economic diversification, and cross-cultural understanding.
Expanding Presence: New Innovation Office for Africa
In a major development, the Council welcomed the establishment of the first UN Tourism Thematic Office on Innovation for Africa, located in Rabat, Morocco. The agreement was formalized between UN Tourism and Fatim-Zahra Ammor, Morocco’s Minister of Tourism, with the goal of promoting innovation and entrepreneurship throughout the region.
The office will advance the UN Tourism Agenda for Africa 2030, reinforcing the continent’s role in driving economic and social progress through technology and sustainable tourism practices.
Saudi Arabia’s Global Role
As host of the upcoming UN Tourism General Assembly, Saudi Arabia continues to strengthen its influence in shaping global tourism policy. Under the leadership of His Excellency Ahmed Al Khateeb, Minister of Tourism, the Kingdom has positioned tourism as a cornerstone of its Vision 2030 strategy — targeting 150 million annual visitors and a 10 percent GDP contribution by the end of the decade.
In an interview with Breaking Travel News earlier today, Minister Al Khateeb reaffirmed that Saudi Arabia views tourism as a vehicle for international collaboration and innovation, noting that the Kingdom’s investments in infrastructure, technology, and workforce development are aligned with global sustainability standards.
Hosting the 26th General Assembly in Riyadh — coinciding with UN Tourism’s 50th anniversary — further cements Saudi Arabia’s role as a convener of global tourism dialogue and an advocate for cross-regional cooperation.
A Defining Moment for Global Tourism
The nomination of Shaikha Nasser Al Nowais represents a turning point for UN Tourism and for the global travel community. As the organization transitions into its next chapter — shaped by innovation, inclusivity and sustainability — her leadership promises to build on a strong foundation of collaboration laid over the past decade.
The upcoming Riyadh General Assembly will not only confirm her historic appointment but also set the agenda for how tourism can continue to drive progress, prosperity, and understanding worldwide.
