UAE’s Shaikha Al Nowais Nominated for UN Tourism Secretary-General Position

Dubai, March 21, 2025: Shaikha Nasser Al Nowais, Corporate Vice President of Owners’ Relationship Management at Rotana Hotel Management, has been nominated by the UAE to run for the position of Secretary-General of the United Nations World Tourism Organisation (UNWTO) for the 2026-2029 term.

This nomination highlights the UAE’s dedication to supporting global tourism growth and sustainability. It also reflects the country’s significant contributions to the tourism sector and its ongoing commitment to UN Tourism’s initiatives and projects.

Abdulla bin Touq Al Marri, UAE Minister of Economy and Chairman of the Emirates Tourism Council, emphasized that the UAE has solidified its leadership in global tourism, strengthening cooperation for sustainable tourism development. The UAE has long been a close partner with UN Tourism and was recently re-elected to the UN Tourism Executive Council for the 2025-2029 term.

“Shaikha Al Nowais’s candidacy for the Secretary-General role reinforces the UAE’s reputation in the tourism industry and highlights the country’s pivotal role in promoting global tourism,” said Al Marri. “Her experience and leadership in the tourism field further solidify her suitability for this significant position.”

Shaikha Al Nowais, the first Emirati woman to run for this role, has a distinguished career spanning over 15 years in the tourism and hospitality sectors. She has significantly impacted both the UAE and international tourism through her leadership and innovative initiatives. If elected, she would become the first woman from the region to hold this esteemed position at UN Tourism.

In addition to her work at Rotana, Shaikha Al Nowais holds key positions, such as being the first female board member of the Dubai Hotel Group under the Dubai Chamber of Commerce and a member of the Global Hospitality Asset Managers Association (HAMA) MEA Chapter. She has also been instrumental in advancing policies and fostering collaboration in the hospitality industry.

Shaikha Al Nowais is committed to talent development, particularly in the hospitality sector. She chairs the Abu Dhabi Chamber’s Tourism Working Group and serves on the Board of Trustees for the Abu Dhabi Hospitality Academy – Les Roches. Her efforts ensure that the next generation of hospitality leaders is prepared for a sustainable and competitive future.

In a statement, Shaikha Al Nowais expressed her gratitude for the nomination and emphasized the importance of empowering women in leadership roles. “Tourism is a crucial driver of economic growth, job creation, and intercultural connectivity,” she said. “It is essential that we collaborate to overcome challenges and drive sustainable growth in the tourism sector worldwide.”

Shaikha Al Nowais aims to promote sustainable and inclusive tourism across regions, focusing on Europe, the Middle East, Africa, Asia, and Latin America. Her vision for the global tourism sector includes six key pillars:

1. Sustainable and Responsible Tourism Growth: Reinforcing tourism as a transformative economic force.
2. Digital Transformation and Smart Tourism: Integrating advanced technologies to enhance global tourism experiences.
3. Economic Inclusion and Empowerment: Creating opportunities for women, youth, and diverse groups.
4. Education and Capacity Building: Strengthening professional development to ensure long-term growth.
5. Resilience and Crisis Management: Preparing the sector to face global challenges.
6. Collaboration for Success: Fostering partnerships between governments, businesses, and communities to build a resilient tourism industry.

Shaikha Al Nowais also champions the importance of empowering women in the tourism sector, as well as guiding young Emiratis in their professional journeys. At Rotana, she has helped increase female representation in the workforce, with women now making up 20% of the company’s employees.

Shaikha Al Nowais holds a Bachelor of Science in Business Administration, with a major in Finance, from Zayed University (2006). Over the past five years, she has received numerous accolades, including Best Hotel Brand in the Middle East and recognition for sustainability leadership from Forbes Middle East.

Her candidacy stands as a reflection of the UAE’s commitment to innovation, leadership, and sustainable growth in the global tourism industry.

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