UAE's Shaikha Al Nowais becomes first woman to lead UN Tourism

UAE hospitality leader Shaikha Al Nowais, Corporate Vice President at Rotana Hotels, has been named as the new Secretary-General of UN Tourism, becoming the first women to hold the position in the organisation’s 50-year history.

 

She will begin her term at the start of 2026, leading the United Nations Specialised Agency for tourism for the 2026-2029 term.

 

The news came from the UN General Assembly in Riyadh, which is being held in Saudi Arabia for the the first time, and will be followed by the inaugural Saudi-launched Tourise Summit, underscoring the Middle East’s growing significance in shaping the global travel and tourism sector.

 

A UAE national, Shaikha Al Nowais has more than 16 years of experience in global hospitality, including as Corporate Vice-President of Rotana Hotels, where she oversaw owner relations across the Middle East, Africa, Eastern Europe and Turkey.

 

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She also chairs the Abu Dhabi Chamber’s Tourism Working Group and serves on the boards of the Abu Dhabi Businesswomen Council and Les Roches Hospitality Academy, which recently launched a Master’s Degree in Hospitality Management at the Abu Dhabi Hospitality Academy in the UAE.

 

Commenting on her landmark appointment, Al Nowais said: “This is a triumph for all of us. It is a shared moment that reflects our collective vision for a stronger, more connected, and more compassionate world of tourism. 

 

"Together, we represent the hopes of millions whose lives are touched by this sector. Together, we carry the belief that tourism, at its best, can uplift nations and unite humanity.” 

 

In outlining her vision, Al Nowais identified five key priorities: responsible tourism, capacity building, technology for good, innovative financing and smart governance, "each designed to make our sector more inclusive, resilient and human".

 

Commenting on the appointment, World Travel & Tourism Council Interim CEO Gloria Guevara said Al Nowais clearly understands the “needs of the private sector”, which is crucial to the role and would “enable a new chapter for private and public collaboration between WTTC and UN tourism.

 

For more information, visit www.unwto.org