Shaikha Al Nowais, a candidate for United Nations tourism secretary-general, has said that global tourism should be restructured to prioritize equity, climate goals, and broader benefits.
"I believe we can make tourism inclusive, climate-aligned and fit for our new global era," said Al Nowais, Tourism Secretary-General Candidate. "Europe can and should continue to be a global tourism leader, while finding ways to make it work for all Europeans. Tourism directly contributes to about 10% of European GDP and employs some 23 million people. The question is how to put equity and regeneration at the heart of global tourism governance."
The race for the next Secretary-General of UN Tourism has attracted six candidates from various regions, emphasizing a global push for inclusivity and regional representation in tourism leadership. Among these contenders is Shaikha Nasser Al Nowais from the United Arab Emirates. If elected, she would become the first woman from the Middle East to lead the organization. Key themes in the campaign include sustainable development, gender equity, and balanced regional voices in global tourism governance.
According to the NYC Gazette, the election process involves a recommendation by the UN Tourism Executive Council scheduled for May 29–30, 2025, in Madrid. The final appointment will be made by the General Assembly during its 26th session in Riyadh between November 7–11, 2025. These discussions reflect broader debates about the future direction of the tourism sector and the role of the UN in promoting equitable and inclusive growth.
Abdulla Bin Touq Al Marri, Minister of Economy and Chairman of the Emirates Tourism Council, has endorsed Al Nowais. He said that 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." He added that it highlights "the extraordinary experience gained by the country in this field over the past years."
Al Nowais brings over 15 years of experience in tourism and hospitality. She currently serves as Director of Internal Audit at Rotana Management Corporation PJSC and previously worked at KPMG in Abu Dhabi for three years. She holds a Bachelor of Science degree in Business Administration with a major in Finance from Zayed University. Her candidacy reflects UAE's commitment to empowering Emirati women in leadership roles and promoting sustainable growth in global tourism, according to Travels Dubai.