Who is Shaikha Nasser Al Nowais? The woman leading global tourism

The Global Tourism Forum (GTF) taking place in Brussels over 19-21 October 2025 kicked off with opening remarks from dignitaries and the business sector all emphasising sustainability, diversity, and inclusivity, and, as if illustrating the point, the first main session was an interview with Shaikha Nasser Al Nowais, the new Secretary-General Elect of UN Tourism.

Al Nowais, if confirmed in January 2026, will be the first woman in the UN role. During a short keynote she spoke briefly to the main aims for her tenure: sustainability, innovation, and an inclusive economic future. What was meant to be a discussion entitled “Women in Tourism: Empowering Leadership for a More Inclusive Future” was then reoriented by mediator Hala Matar Choufany, President of HVS Middle East, Africa, and South Asia, to become instead an introduction to Al Nowais herself.

From a prominent Emirati family, Nowais studied Business Administration at Zayed University and is currently Corporate Vice President of Owner Relationship Management at hotel management company Rotana. With over 16 years in hospitality, she serves on various tourism councils, including the Tourism Working Group at the Abu Dhabi Chamber, the Abu Dhabi Businesswomen Council and Les Roches Hospitality Academy.

Her campaign website details a range of UN goals include promoting digital transformation, economic empowerment, ethical governance, and cultural exchange within “an inclusive and innovative ecosystem where tourism acts as a catalyst for global prosperity.” However, the GTF session placed greater emphasis on her personal vision and leadership philosophy rather than on specific implementation measures.

Instead, Al Nowais was asked about her personal approach to the job. “Respect,” is the core value that she always brings to the table, she explained, and “exercise” is a non-negotiable part of her daily routine, as it is the one part of her day where she can gain headspace. “Well-being is so important,” she said.

At 38-years-old, Al Nowais will become the youngest UN Tourism Secretary General ever. “Behind every title is a story and behind every life story, a moment of courage,” Choufany said, asking about the journey Al Nowais took to the UN role. Al Nowais referenced her background in finance, working with KPMG, but said she is “glad” to have gone into hospitality and travel because of the “human connection” it entails.

In January 2025, when the UAE’s Minister for Tourism informed her that she would be put forward as a candidate for the UN Tourism Secretary-General role, she admitted feeling a moment of hesitation but was advised that “this opportunity comes only once.” She went on to emphasise that tourism is “fun,” noting that highlighting this aspect of the sector is essential for attracting and retaining talented professionals.