Emirati business executive Shaikha Al Nowais has been elected as the next Secretary-General of the United Nations World Tourism Organization (UNWTO). She will officially assume office in January 2026, making history as the first woman to hold the role since the organisation’s inception.
Al Nowais’ election signals more than a milestone in gender representation; it sets the tone for a future where sustainability, innovation, and inclusive growth are positioned at the core of global tourism policy. She will succeed Zurab Pololikashvili, whose tenure ends in December 2025.
A seasoned executive with over 16 years in the global hospitality sector, Al Nowais currently serves as Corporate Vice-President of Owner Relationship Management at Rotana, one of the Middle East’s leading hotel groups. Her remit spans owner relations across the Middle East, Africa, Eastern Europe, and Turkey — a portfolio that speaks to her cross-cultural insight and business acumen.
But it is her strategic vision that captured international attention. According to her official platform, she aims “to lead UN Tourism in promoting responsible, sustainable, and universally accessible tourism that stimulates economic growth and enriches global communities.” This commitment arrives at a time when the travel and tourism industry is undergoing intense scrutiny and transformation, particularly in response to climate change, shifting traveller behaviours, and the need for more equitable development.
Colleagues within the tourism and hospitality sectors have welcomed the news with enthusiasm, noting that Al Nowais brings not only experience but clarity and purpose. Her career has long reflected a balance between business priorities and social impact, with a clear emphasis on local empowerment and stakeholder collaboration.
Her appointment is also seen as a strong statement from the UNWTO on the need for leadership that mirrors the diversity of the world it serves. At a time when women still occupy a minority of top roles in international institutions, Al Nowais’ election breaks a significant barrier and opens new doors for gender equity across the global tourism landscape.
As 2026 approaches, all eyes will be on how Al Nowais turns ambition into action. With her at the helm, the future of tourism may well be more inclusive, more intentional, and more attuned to the communities it touches.
