Shaikha Al Nowais has been confirmed as the new Secretary-General of UN Tourism. Meeting in Riyadh, the Organization’s General Assembly formally ratified her nomination and showed their strong support.
Ms. Al Nowais will be the first woman to lead the United Nations Specialised Agency for tourism in its 50-year history. She will begin her term at the start of 2026, having gained significant experience in the private sector, most notably as Corporate Vice President at Rotana Hotels. She also chairs the Abu Dhabi Chamber’s Tourism Working Group and serves on the boards of the Abu Dhabi Businesswomen Council and Les Roches Hospitality Academy.
Addressing the Assembly, the Secretary-General-elect said: “This is a triumph for all of us. It is a shared moment that reflects our collective vision for a stronger, more connected, and more compassionate world of tourism. Together, we represent the hopes of millions whose lives are touched by this sector. Together, we carry the belief that tourism, at its best, can uplift nations and unite humanity.” Looking ahead, to her mandate, she outlined five core priorities: “Responsible tourism, capacity building, technology for good, innovative financing, and smart governance — each designed to make our sector more inclusive, resilient, and human.”
Responsible tourism, capacity building, technology for good, innovative financing, and smart governance — each designed to make our sector more inclusive, resilient, and human
Ms. Al Nowais also paid tribute to the incumbent Secretary-General Zurab Pololikashvili, commending his “vision, commitment, and role in strengthening UN Tourism’s voice and global presence.”
