UAE Businesswomen Shaikha Al Nowais to Lead UN Tourism

The UN Tourism Council has elected the UAE businesswomen Shaikha Al Nowais as the next Secretary-General beginning in January 2026 and she will hold the post for a period of four years.

Her nomination will be put to the UN Tourism General Assembly for their approval and the nomination represents a landmark first for the sector, as the first woman leader of UN Tourism in its 50-year history.

Shaikha Nasser Al Nowais has over 16 years of experience in global hospitality and is currently holding the position of Corporate Vice President of Owner Relationship Management at Rotana Hotels in the UAE. She has overseen owner relations across the Middle East, Africa, Eastern Europe, and Turkey.

A graduate of Zayed University in Finance, 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.

As Corporate Vice President at Rotana, she has managed teams in spearheading strategic partnerships, inclusivity, development and more. She was instrumental in optimising operational efficiency, and championing sustainable tourism initiatives across the Middle East, Africa, Eastern Europe, and Turkey which was her remit.

Shaikha Nasser serves as Chairwoman of the Tourism Working Group at the Abu Dhabi Chamber, Board Member of the Abu Dhabi Businesswomen Council, member of the advisory board of the UAE Tourism Council and the Board of Trustees at Les Roches Hospitality Academy, where she drives policy advocacy, economic inclusion, and industry education.

Welcoming Shaikha Nasser’s nomination as UN Tourism Secretary-General, the UAE’s Minister of Economy and Chairman of the Emirates Tourism Council, Abdulla Bin Touq Al Marri said that it underscored 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.

“The UAE continues to consolidate its outstanding position in the global tourism landscape, strengthening regional and global cooperation for sustainable and inclusive tourism development. It enjoys close and strategic relationships with UN Tourism,” he added.

Global Tourism on Rise

According to the May 2025 World Tourism Barometer from UN Tourism, over 300 million tourists travelled internationally in the first three months of 2025, about 14 million more than in the same months of 2024.

On the back of this positive data, Member States were given an overview of the progress made in key areas designed to build a more innovation, resilient and sustainable sector.

Speaking at UN World Tourism Council meeting in Spain, Secretary-General Zurab Pololikashvili said that over the last eight years, UN Tourism has embraced a transformative vision.

“We have put tourism at the forefront of the global agenda to enhance its competitiveness and economic value. And we have never lost sight of our key priorities: education, investments, sustainable and rural development, women empowerment, new technologies, and international expansion,” Zurab said.