First woman to lead UN Tourism

Shaikha Al Nowais, Corporate Vice President – Owner Relationship Management, Rotana, has been nominated as the Secretary-General, UN Tourism for the 2026–2029 term. She becomes the first Emirati woman to be elected for the coveted post.

Dr Shehara Fernando

The UN Tourism Executive Council recently met for a milestone session to build on the legacy of the last eight years. Meeting for its 123rd session, the council assessed progress made around the priorities of innovation, investments and education and nominated Shaikha Al Nowais as the new Secretary-General. Upon confirmation by the UN Tourism General Assembly, Al Nowais will become the woman to hold the position. celebrates the landmark achievement.

Vision for the future of global tourism
Al Nowais steps into her role as UN Tourism Secretary-General with a clear and ambitious vision. She aims to strengthen the connection between tourism and gastronomy, promote sustainable and inclusive travel, and harness innovative technologies to elevate the visitor experience worldwide. Her leadership promises to be transformative, aligning with global calls for responsible tourism that benefits communities, protects the environment, and fosters cultural exchange. Her appointment is being viewed as a major achievement for the UAE and a testament to the country’s ongoing efforts to empower women in high-level leadership roles, according to the Ministry of Foreign Affairs.

Gerald Lawless, Ambassador, World Travel and Tourism Council (WTTC), said, “This is a proud moment for the United Arab Emirates and indeed for all those of us involved in Travel, Tourism and Hospitality. I am proud indeed that Shaikha Al Nowais has been nominated as the next Secretary General for UN Tourism. The United Arab Emirates certainly deserves this recognition and indeed so does Shaikha Al Nowais as, in her position as director of Rotana Hotels, we have seen how Rotana Hotels has developed throughout the region. I’m sure that Shaikha will bring her vast experience to the benefit of UN Tourism and indeed to the ongoing development of Travel, Tourism and Hospitality across the world and achieving the recognition of this great industry as a major contributor to social and economic success worldwide.”

Champion of innovation
Throughout her career, Al Nowais has been a driving force in shaping more equitable and forward-thinking hospitality practices. “As we look ahead, inclusive tourism must be more than a concept—it must be the global standard,” Al Nowais said following her election. “From the local entrepreneur in a remote village to major international travel hubs, every stakeholder should have a voice and a place at the table.” She emphasises the critical role of technology in democratising travel experiences.
“Digital tools and AI can enhance accessibility, personalise journeys and connect travellers more meaningfully with destinations,” she said.

Inspiring next generation leaders
With her appointment, Al Nowais not only breaks new ground as the first female Emirati Secretary-General of UN Tourism but also paves the way for a new era of leadership rooted in inclusion, sustainability, and innovation.

Her message is clear: “Empowering women, investing in local communities, and embracing technology are not just ideals—they are imperatives for the future of global tourism.”