Shaikha Al Nowais Nominated as First Woman Secretary-General of UN Tourism as Executive Council Builds on Strong Legacy
According to the May 2025 World Tourism Barometer from UN Tourism, over 300 million tourists travelled internationally in the first three months of 2025, about 14 million more than in the same months of 2024. On the back of this positive data, Member States were given an overview of the progress made in key areas designed to build a more innovation, resilient and sustainable sector.
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. And we have never lost sight of our key priorities: education, investments, sustainable and rural development, women empowerment, new technologies, and international expansion. Secretary-General Zurab Pololikashvili
Shaikha Al Nowais nominated to make history as first female UN Tourism head
Following protocol, the Council elected Shaikha Al Nowais as the next Secretary-General, to begin in January 2026. Her nomination will be put to the UN Tourism General Assembly for their approval. The nomination represents a landmark first for the sector, as the first woman leader of UN Tourism in its 50-year history.
Shaikha Nasser Al Nowais is an Emirati business leader with over 16 years of experience in global hospitality. As Corporate Vice President at Rotana Hotels, she has overseen owner relations across the Middle East, Africa, Eastern Europe, and Turkey. A graduate of Zayed University in Finance, 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.
Celebrating shared progress
In Segovia, Secretary-General Pololikashvili presented a comprehensive report reviewing the outcomes of his eight-year mandate. The report was built around the main outcomes of the approved Programme of Work, namely:
Tourism Insights, including Key data trends shaping the industry's future.
Tourism Knowhow, including the development of tourism products.
Investments and Innovation, supporting the core drivers of growth
Sustainability, with a focus on initiatives aligning with the SDGs.
Education and Human Capital development to build a strong, skilled workforce.
UN Tourism on the ground and its assistance to Member States.
Budget allocation and Human Resources.
Highlights included strengthened tourism data systems, expanded rural tourism initiatives (including the Best Tourism Villages and STAR tool), new programming in gastronomy, sports, and urban tourism, and the integration of Artificial Intelligence and social innovation into the Organization's broader agenda. Member States were also updated on the significant growth in the UN Tourism Online Academy, new International Academies in Association with UN Tourism, and record foreign direct investment figures.
Strengthening global presence and new Innovation Office for Africa
The Council also welcomed updates on the development of Thematic and Regional offices. On the eve of the Executive Council Secretary-General Zurab Pololikashvili and Tourism Minister of the Kingdom of Morocco Fatim-Zahra Ammor and UN Tourism formalized an agreement to create he first UN Tourism Thematic Office on Innovation for Africa in Rabat. The office will advance UN Tourism's 2030 Agenda for Africa, and aims to position tourism as a key driver of development through innovation across the region.
About UN Tourism
UN Tourism is the United Nations agency responsible for the promotion of responsible, sustainable and universally accessible tourism. An intergovernmental organization, UN Tourism has 160 Member States, 6 Associate Members, 2 Observers and over 500 Affiliate Members. The General Assembly is the supreme organ of the Organization. The Executive Council takes all measures, in consultation with the Secretary-General, for the implementation of the decisions and recommendations of the General Assembly and reports to the Assembly. UN Tourism headquarters are based in Madrid, Spain. The election for Secretary General will be in May 2025.
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