In a historic development for international tourism governance, UN Tourism has nominated Shaikha Al Nowais as its next Secretary-General, marking the first time a woman will lead the organisation since its establishment. The appointment, confirmed by the UN Tourism Executive Council at its 123rd session, awaits final approval by the General Assembly. Al Nowais, a prominent Emirati business figure, will assume the role in January 2026, succeeding Zurab Pololikashvili, whose eight-year tenure was marked by transformational initiatives in innovation, education and sustainability.
The nomination follows a competitive selection process involving five candidates. Notably, Zurab Pololikashvili withdrew from the race on 15 May 2025, as reported by Travel Tomorrow. Other candidates included:
- Gloria Guevara of Mexico, a 35-year tourism industry veteran and former Minister of Tourism
- Harry Theoharis of Greece, who served as Minister of Tourism during the country’s Covid-19 recovery phase
- Habib Ammar of Tunisia, a senior civil servant with deep experience in public administration
- Muhammad Adam of Ghana, a diplomat and former Ambassador to Spain.
The decision was announced alongside the latest data from the UN Tourism World Tourism Barometer, showing over 300 million international tourist arrivals in the first quarter of 2025, a 14 million increase compared to the same period in 2024. The session served not only to review these performance metrics but also to celebrate the sector’s strides in strategic areas like rural tourism, AI integration and educational outreach.
Legacy of leadership and vision under Zurab Pololikashvili
The 123rd session of the UN Tourism Executive Council, held in Segovia, reviewed the achievements of outgoing Secretary-General Zurab Pololikashvili, whose term reshaped the organisation’s global role. “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,” Pololikashvili stated. Under his guidance, the organisation prioritised key themes such as innovation, sustainable and rural development, digital transformation and the empowerment of women in tourism.
Highlights of Pololikashvili’s administration include the expansion of rural tourism initiatives through programmes like the Best Tourism Villages and the STAR tool, and the launch of thematic initiatives in gastronomy, sports and urban tourism. There was also a significant enhancement in the use of artificial intelligence and social innovation to modernise the sector, alongside robust growth in foreign direct investment and educational platforms like the UN Tourism Online Academy.
Shaikha Al Nowais: poised to lead UN Tourism into a new era
Shaikha Al Nowais’s appointment as the first female Secretary-General of UN Tourism has garnered widespread acclaim from the UAE. Its leader, His Highness Sheikh Mohamed bin Zayed Al Nahyan, lauded the historic milestone, stating, “Her appointment reaffirms the UAE’s commitment to empowering Emirati women in leadership and reflects the vital role of the tourism sector as a driver of sustainable economic growth.”
Reacting on social media, Al Nowais described the moment as “history in the making,” saying: “Today isn’t just a personal milestone, it’s a turning point for every woman who believes in redefining limits.” She added that the nomination is “both an honour and a responsibility” and that she carries “the hopes of the Arab world and the vision of a tourism industry that truly serves humanity.”
The nomination also signals a turning point for UN Tourism. Her confirmation would make her the first woman to lead the agency in its five-decade history. Al Nowais brings more than 16 years of experience in global hospitality, currently serving as Corporate Vice President at Rotana Hotels. There, she oversees owner relations across a wide geography, including the Middle East, Africa, Eastern Europe and Türkiye.
In addition to her corporate role, Al Nowais has built a solid reputation in policy and education. She chairs the Tourism Working Group at the Abu Dhabi Chamber and holds board positions at the Abu Dhabi Businesswomen Council and the Les Roches Hospitality Academy. A finance graduate from Zayed University, her profile blends strategic acumen, operational insight and advocacy for inclusive growth, aligning well with UN Tourism’s evolving goals.
Who is Shaikha Al Nowais?
Shaikha Al Nowais stands out not only as a seasoned executive but also as a trailblazer in the tourism and hospitality sector. Her leadership at Rotana Hotels has involved cultivating partnerships, navigating diverse regulatory landscapes and scaling business operations across multiple continents. These roles have sharpened her ability to align tourism growth with sustainable development, a key focus of the UN Tourism mandate.
Al Nowais has consistently championed regional collaboration and women’s leadership in hospitality. Through her work with the Abu Dhabi Businesswomen Council, she has pushed for greater female representation in leadership roles within the travel industry. Her involvement in education through Les Roches Hospitality Academy underscores her commitment to building future talent pipelines, crucial as UN Tourism emphasises education and human capital development.
Middle East’s expanding role in global tourism
The nomination of Shaikha Al Nowais also reflects a broader trend: the growing influence of the Middle East in shaping the global tourism landscape. Over the past decade, countries like the United Arab Emirates, Saudi Arabia and Qatar have invested heavily in infrastructure, marketing and cross-border collaboration to establish themselves as major travel hubs. These efforts are not just economic strategies, they represent a recalibration of global tourism power dynamics.
Al Nowais’s appointment is also the latest in a string of tourism wins for Abu Dhabi, which recently secured the development of its own Disneyland park and a Sphere venue, similar to the one in Las Vegas. While Dubai is widely known for its established tourism appeal, Abu Dhabi, as the administrative and financial capital of the UAE and home to its ruler, is rapidly expanding its influence in global leisure and cultural tourism.
UN Tourism has acknowledged this shift through strategic partnerships and regional initiatives. A notable example is the agreement to establish the first UN Tourism Thematic Office on Innovation for Africa in Rabat, formalised just prior to the 123rd Executive Council meeting. This office will focus on innovation-driven development across the African continent, with strong input from Middle Eastern tourism leaders.
The election of Shaikha Al Nowais reinforces this momentum, highlighting the region’s rising leadership in global tourism governance. Her nomination not only symbolises progress in gender representation but also signals the strategic confidence placed in the Middle East as a key architect of tourism’s future.
