Shaikha Nasser Al Nowais of the United Arab Emirates has been nominated to lead UN Tourism, seeking to become the first woman from the Middle East to serve as Secretary-General of the United Nations’ specialized agency for tourism.
The Secretary-General of UN Tourism oversees the organization’s work to promote sustainable, inclusive, and universally accessible tourism worldwide.
“My nomination by the UAE to run for this position is reflective of the importance our country places on empowering Emirati women in leadership positions,” said Al Nowais in a statement, reported The National. “It emphasizes the country’s efforts in promoting joint action to enhance the growth and sustainability of the sector regionally and internationally."
“Tourism is a key driver promoting sustainable economic growth, contributing to job creation, supporting local businesses to grow and increase their revenues, and promoting intercultural connectivity," she said.
Al Nowais currently is the Corporate Vice President for Owner Relationship Management at Rotana Hotel Management Corporation, where she oversees development and operations across more than 25 countries.
She previously worked at KPMG Abu Dhabi and holds a Bachelor of Science in Business Administration with a major in Finance from Zayed University.
Her campaign website cites six key issues, including sustainable and responsible tourism growth, digital transformation and smart tourism, economic inclusion and empowerment, education and capacity building, resilience and crisis management, and international collaboration.
Abdulla Bin Touq Al Marri, the Minister of Economy and Chairman of the Emirates Tourism Council, has endorsed Al Nowais, saying her candidacy "underscores the reputation enjoyed by the UAE in tourism field and its important and effective role in promoting the growth and sustainability of the global tourism sector."
"Moreover, it highlights the extraordinary experience gained by the country in this field over the past years," he said.
Al Nowais told Gulf Today that "climate change, the accelerating impact of technology and changing geopolitical dynamics," have positioned the global tourism industry "at a crossroads."
"These challenges call for resilient, forward-looking leadership and diverse and collaborative solutions that can redefine the future of sustainable and responsible tourism," she said. "My goal is to build on successful tourism models and expand them across regions such as Europe, the Middle East and Africa (EMEA), Asia and Latin America to promote sustainable and inclusive growth and strengthen the global tourism ecosystem."
The UN Tourism Secretary-General election process includes a recommendation vote by the Executive Council, scheduled for May 29–30, 2025, in Madrid, followed by a final appointment by the General Assembly during its 26th session in Riyadh between November 7–11, 2025, according to UN Tourism election documents.
If elected, Al Nowais would serve a four-year term beginning on January 1, 2026.