Emirati business powerhouse, Sheikha Nasser Al Nowais, has been elected as the next Secretary-General of the United Nations World Tourism Organisation (UNWTO), making her the very first woman to hold this prestigious position in the organisation’s 50-year history.
The historic announcement came on 30 May from the UNWTO headquarters in Madrid, following a decisive vote by 35 member states. Sheikha Al Nowais will step into her groundbreaking four-year term in 2026, leading the global tourism body until 2029.
UAE leaders applaud historic appointment
“Congratulations to Sheikha Al Nowais on becoming Secretary-General of the United Nations World Tourism Organisation. As the first woman to assume this important role, her appointment reaffirms the UAE’s commitment to empowering Emirati women in leadership and reflects the vital role of the tourism sector as a driver of sustainable economic growth.” – His Highness Sheikh Mohamed bin Zayed Al Nahyan
“A graduate of Zayed University, she brings with her 15 years of distinguished experience in the tourism sector and has received numerous accolades and awards. Our youth — both women and men — continue to represent the UAE with pride, raising its name, flag, and contributions on the global stage. We are proud of their achievements.” – His Highness Sheikh Mohammed bin Rashid Al Maktoum, Vice President and Prime Minister of the UAE and Ruler of Dubai
A turning point for global tourism
Sheikha Al Nowais herself expressed immense gratitude, dedicating this “historic victory” to the UAE’s visionary leaders. She also paid tribute to Her Highness Sheikha Fatima bint Mubarak, recognising her as the enduring champion for Emirati and Arab women.
“I am deeply honoured to have been chosen for this responsibility, and I dedicate this historic victory to President His Highness Sheikh Mohamed bin Zayed Al Nahyan and His Highness Sheikh Mohammed bin Rashid Al Maktoum, Vice President, Prime Minister, and Ruler of Dubai. This is not just a personal achievement — it is a moment of pride for all Emiratis and Arabs. I will work to make it a turning point in the global tourism sector’s path toward resilience, inclusion, and sustainability.” – Sheikha Al Nowais
Leading with an ambitious vision for a brighter future
Sheikha Al Nowais steps into this pivotal role at a crucial time for the tourism industry, ready to tackle global challenges and shape its future. She’s bringing an ambitious five-pillar vision to the UNWTO, focusing on:
- Responsible tourism
- Empowering youth and women
- Tech-driven solutions
- Innovative financing
- Transparent governance
“I aspire to lead a global transformation in tourism — one that prioritises environmental protection, unlocks broader economic opportunities, and builds a more sustainable, inclusive future for communities worldwide,” she affirmed. “To do that, we must move faster, think bolder, and collaborate more deeply.”
A trailblazer’s profile: where experience meets vision
Sheikha Al Nowais brings over 15 years of exceptional experience in hospitality and tourism strategy. She’s a recognised leader in sustainability, innovation, and workforce development, with an impressive track record. Notably, she was the first woman to join the board of Dubai’s Hotels Group, playing a key role in shaping policy and fostering vital public-private partnerships. She also serves on the Hospitality Asset Managers Association (HAMA) for the Middle East and Africa, focusing on investment and asset development.
A proud graduate of Zayed University with a degree in Finance, Sheikha Al Nowais has accumulated multiple accolades, including Forbes Middle East’s 2023 “Top 100 Sustainable Companies” recognition.
As the first woman to lead the UNWTO since its founding in 1975, Sheikha Al Nowais’s leadership promises to usher in a dynamic new era – one defined by innovation, equity, and environmental responsibility, shaping a truly brighter future for global tourism.
