Sheikha Al Nowais, a candidate for Secretary-General of the UN World Tourism Organization (UNWTO), addressed the International Hospitality Investment Forum (IHIF) in Berlin, emphasizing the importance of private sector leadership in global tourism. She highlighted the need for leaders with operational experience and agility to navigate complex market dynamics.
During meetings with CEOs, investors, and officials, Al Nowais said tourism requires leadership with vision and execution.
"The feedback I received—especially from long-standing champions of public-private collaboration—was clear," she said. "Now more than ever, tourism needs leadership with both vision and execution."
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.
The IHIF platform provided a backdrop for her candidacy, which focuses on regeneration, digital modernization, and inclusive governance as pillars of future tourism development.
"IHIF was an energizing reminder that this journey is not one we take alone," she said.
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. She would be the first Middle Eastern woman to hold the post.