One woman, one vision, one turning point: Shaikha Al Nowais at the helm of the UNWTO
- Eric ALAUZEN
- Jun 1
- 3 min read
On 30 May 2025, the United Nations World Tourism Organisation (UNWTO) elected Shaikha Nasser Al Nowais as Secretary-General for the 2026-2029 term, marking a historic milestone: she becomes the first woman to lead the organisation since its creation in 1975. She replaces Zurab Pololikashvili of Georgia.
‘This is not just a personal achievement — it is a moment of pride for all Emiratis and Arabs. I will strive to make this a turning point in the global tourism sector's journey towards resilience, inclusion and sustainability.’
First statement by Shaikha Nasser Al Nowais after her appointment.
An exemplary career in sustainable tourism
A native of the United Arab Emirates, Shaikha Al Nowais comes from an influential Emirati family in the hospitality industry. Her father, Nasser Al Nowais, is the co-founder of Rotana Hotels, one of the leading hotel groups in the Middle East. He played a decisive role in her career, acting as both a mentor and a source of inspiration.
Shaikha Al Nowais holds a degree in business administration from Zayed University. After starting her career at KPMG, she is currently Executive Vice President of Owner Relations Management at Rotana Hotel Management Corporation, a major player in the Middle East hotel industry. With over 15 years of experience, she has contributed to the company's expansion into 25 countries, while focusing on sustainability and economic inclusion. Shaikha Al Nowais at the helm of the UNWTO
At the same time, she is a member of the Abu Dhabi Businesswomen Council and chairs the tourism working group at the Abu Dhabi Chamber of Commerce, where she works to empower women and develop local talent. A vision for inclusive and innovative tourism.
Learn more about the UNWTO
The United Nations World Tourism Organisation (UNWTO) is a specialised agency of the United Nations responsible for promoting responsible, sustainable and accessible tourism for all. Created in 1975, its headquarters are in Madrid, Spain.
The UNWTO plays a central role in coordinating tourism policies worldwide, providing data, analysis and recommendations to governments and industry professionals. It encourages the development of tourism as a driver of economic growth, job creation and intercultural understanding.
The organisation also works to integrate sustainable development goals into tourism strategies. It has more than 150 member states.
The UNWTO regularly organises international conferences, publishes reports and supports projects in developing countries.
A vision for inclusive and innovative tourism
In her application to the UNWTO, Shaikha Al Nowais defined five strategic priorities:
Sustainable and responsible growth: Promoting economic development while preserving cultural heritage and the environment.
Digital transformation and smart tourism: Integrating advanced technologies, such as artificial intelligence and blockchain, to improve the traveller experience and destination management.
Economic inclusion and local empowerment: Creating opportunities for women, young people and marginalised communities through job creation and entrepreneurship.
Infrastructure development and connectivity: Improve transport and communication infrastructure to enhance the accessibility of destinations.
Transparency and ethical governance: Promote responsible tourism policies and global partnerships to ensure the integrity of the sector.
It aspires to extend these successful models to Africa, Asia, Latin America and the Middle East, with an emphasis on sustainability and inclusivity.
Tourism, a driver of global transformation
Tourism is much more than an economic industry; it is a catalyst for sustainable development, intercultural dialogue and resilience in the face of global challenges. Under Shaikha Al Nowais' leadership, the UNWTO could become a key player in redefining responsible, innovative and inclusive tourism, capable of responding to contemporary challenges while respecting cultural and environmental diversity.
This appointment also symbolises progress towards greater female representation in international bodies, highlighting the importance of diversity in global governance.
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