In a landmark triumph for gender parity and global tourism governance, Shaikha Nasser Al Nowais from the United Arab Emirates (UAE) has been confirmed as the next Secretary-General of UN Tourism, the United Nations’ specialized agency for the sector. Elected at the 123rd UN Tourism Executive Council session in Segovia, Spain, on November 10, 2025, her appointment—pending formal ratification by the UN General Assembly—marks the first time a woman will helm the organization in its 50-year history since 1975. With over 16 years of expertise in hospitality and strategic leadership, Al Nowais assumes office in January 2026 for a four-year term, succeeding Zurab Pololikashvili of Georgia. This analysis unpacks her journey, the election’s significance, her forward-looking agenda, and the broader implications for an industry rebounding post-pandemic while grappling with sustainability and digital shifts.
Background: UN Tourism’s Evolution and the Push for Inclusive Leadership
Founded in 1975 as the World Tourism Organization, UN Tourism has grown into a pivotal UN agency promoting sustainable, accessible travel worldwide, representing 160 member states and over 6 million jobs. Amid a sector valued at $10 trillion globally (pre-COVID), the organization has navigated crises like the pandemic, which slashed international arrivals by 74% in 2020, toward a projected 1.8 billion tourists by 2030. Al Nowais’s selection reflects a deliberate pivot toward diverse, innovative voices, aligning with UN Sustainable Development Goals (SDGs) on gender equality (SDG 5) and decent work (SDG 8).
Key Points:
- Organizational Milestone: First female leader after five decades; previous Secretaries-General were all men, predominantly European.
- Election Context: Confirmed via majority vote at the Executive Council in Segovia, following the 26th General Assembly in Riyadh, Saudi Arabia; UAE’s candidacy, announced in 2024, garnered broad support from Asia-Pacific and Middle East regions.
- Global Tourism Landscape: Sector recovery at 97% of 2019 levels in 2024; challenges include climate impacts (e.g., overtourism in Venice) and tech disruptions like AI-driven personalization.
- UAE’s Role: As a tourism powerhouse with 21 million visitors in 2024, the UAE’s endorsement underscores its soft power, building on initiatives like Expo 2020 Dubai.
This appointment arrives at a inflection point, where tourism must balance growth with equity and resilience.
The Election Process: A Consensus-Driven Confirmation
Al Nowais’s path to leadership was marked by rigorous vetting and regional diplomacy. Nominated by the UAE, she emerged as the sole candidate after a competitive process, securing endorsement from over 100 member states. The Segovia session, attended by delegates from 50+ countries, highlighted her unanimous acclaim, with formal UNGA ratification expected by December 2025.
Key Points:
- Timeline: Candidacy launched in 2024; Executive Council vote on November 10, 2025; term starts January 1, 2026, ending December 31, 2029.
- Voting Dynamics: Majority support from developing nations, praising her focus on inclusivity; no contested ballot, reflecting post-pandemic unity on recovery priorities.
- Predecessor Transition: Pololikashvili, in office since 2018, lauded for digital pivots during COVID; handover emphasizes continuity in sustainability agendas.
- Ceremonial Elements: Celebrated in Riyadh’s General Assembly; UAE President Sheikh Mohamed bin Zayed Al Nahyan extended congratulations, calling it a “proud moment for Emirati women.”
The process exemplifies UN Tourism’s commitment to merit-based, geographically balanced leadership.
Profile: Shaikha Nasser Al Nowais – A Pillar of Tourism Innovation
A trailblazing Emirati executive, Al Nowais brings a blend of corporate acumen and advocacy to the role. With a background in audit, governance, and hospitality, she has championed women’s roles in business while driving sustainable practices in the UAE’s tourism boom.
Key Points:
- Professional Journey: Over 16 years including Corporate Vice President at Rotana Hotels (managing 100+ properties); Chair of Abu Dhabi Chamber’s Tourism Working Group; Board Member, Abu Dhabi Businesswomen Council.
- Key Achievements: Led strategic expansions in MENA hospitality; advocated for ESG integration, aligning with UAE’s Vision 2031 for green tourism.
- Educational Edge: Holds advanced certifications in corporate governance; multilingual in Arabic and English, with a focus on cross-cultural leadership.
- Personal Dedication: Credits mentor Her Highness Sheikha Fatima bint Mubarak (“Mother of the Nation”) for empowering UAE women; active on LinkedIn and Instagram, promoting inclusive tourism.
Her ethos: “Tourism is a bridge for cultures—let’s build it sustainably and equitably.”
Significance: Breaking Barriers in Global Governance
Al Nowais’s ascent shatters a longstanding gender ceiling, symbolizing progress in male-dominated international bodies. It amplifies Arab and female representation in UN agencies, where women hold just 30% of top roles, and positions the Middle East as a tourism innovation hub.
Key Points:
- Gender Milestone: First woman in UN Tourism’s history; echoes trailblazers like Amina J. Mohammed (UN Deputy Secretary-General).
- Regional Pride: UAE’s third UN agency head (after UNESCO and IMO); GCC Secretary-General Jasem Albudaiwi hailed it as a “Gulf women’s milestone.”
- Inspirational Ripple: Sierra Leone pledged support, showcasing national tourism gains; global posts celebrate her as a “trailblazer.”
- Equity Boost: Expected to prioritize women/youth in tourism jobs, addressing the sector’s 54% female workforce facing wage gaps.
This win fuels momentum for SDG-aligned reforms.
Five-Pillar Vision: Steering Tourism Toward Sustainability and Inclusion
Al Nowais unveiled a transformative agenda emphasizing responsible growth, tech integration, and equity—tailored to post-2025 challenges like AI ethics and climate adaptation.
Key Points:
- Responsible Tourism: Advance eco-friendly practices, targeting net-zero emissions by 2050; promote community-based models in vulnerable regions.
- Digital Innovation: Harness AI for personalized, secure travel; bridge digital divides in emerging markets.
- Sustainable Financing: Mobilize $1 trillion in green investments via public-private partnerships (PPPs).
- Youth and Women Empowerment: Launch training for 1 million underrepresented professionals; integrate gender metrics in tourism policies.
- Transparent Governance: Enhance data transparency and anti-corruption measures for ethical operations.
Her blueprint: “Innovation with integrity for a tourism that leaves no one behind.”
Broader Implications: Reshaping Global Tourism’s Future
Al Nowais’s tenure could accelerate tourism’s green transition, leveraging UAE’s model (e.g., Dubai’s smart city tech) for global scalability. Economically, it promises equitable recovery, creating 100 million jobs by 2030; geopolitically, it strengthens South-South cooperation.
Key Points:
- Economic Impact: Potential 5-7% GDP uplift in developing nations via sustainable models; focus on SMEs and rural tourism.
- Sustainability Gains: Aligns with COP30 goals; targets reducing tourism’s 8% carbon footprint.
- Challenges Ahead: Navigating overtourism, geopolitical tensions (e.g., Middle East conflicts), and AI regulations.
- Legacy Potential: As a role model, she may inspire 20% more female candidates in future UN elections.
