Shaikha Al Nowais, a candidate for the position of Tourism Secretary-General at the United Nations, emphasized the importance of regenerative and sustainable development in shaping the future of tourism leadership. Her statement was made during an interview with FRANCE 24.
"I think the markets have recovered big time from pre-COVID," said Shaikha Nasser Al Nowais, Tourism Secretary-General Candidate, according to YouTube. "Sustainability is not just a pillar of my platform. It's the foundation. My candidacy is about modernizing the UN tourism to become a driver of regenerative tourism. Tourism remains a powerful connector, a bridge between cultures, economies, and people."
The race for the UN Tourism Secretary-General in 2025 has intensified, with Shaikha Al Nowais from the United Arab Emirates emerging as a key contender. Al Nowais represents the Middle East in a six-candidate contest that reflects broad regional representation. The election is scheduled to take place during the UN Tourism Executive Council meeting in Madrid from May 28 to 30, 2025. This year's selection is particularly significant as discussions around sustainability, climate policy, and leadership transparency dominate the global tourism agenda. The final decision will be ratified by the General Assembly in Riyadh in November 2025. Breaking Travel News reports that this race highlights increasing calls for inclusive leadership within the tourism sector.
In 2024, global tourism experienced a sharp rebound, with international tourist arrivals reaching approximately 1.4 billion—equivalent to 99% of pre-pandemic levels recorded in 2019. Europe and the Middle East led this recovery, with some countries even surpassing their pre-pandemic numbers. This growth was driven by pent-up demand, improved air connectivity, and eased travel restrictions worldwide. According to the UN World Tourism Barometer, this resurgence marks a critical recovery milestone for the industry.
Sustainable tourism continues to gain momentum globally, with over 50 countries signing the UN's Enhanced Climate Action in Tourism Declaration in 2024. This agreement aims to integrate tourism into national climate strategies and align the sector with international climate goals. Major hotel groups such as Hilton and Marriott have adopted sustainability frameworks to monitor and reduce emissions, water use, and waste. Reuters notes that these efforts reflect a growing industry-wide commitment to environmentally responsible tourism.
Shaikha Nasser Al Nowais is a prominent Emirati businesswoman with over 15 years of experience in hospitality and tourism leadership. She holds a degree in Business Sciences – Finance from Zayed University and began her career at KPMG before joining Rotana Hotel Management Corporation. Currently serving as Corporate Vice President of Owner Relationship Management at Rotana, she is recognized for cultivating strategic partnerships and driving growth. Her candidacy for UN Tourism Secretary-General reflects her longstanding commitment to tourism development. Future Hospitality Summit reports that she is widely respected for her industry insight and diplomatic leadership.