Shaikha Al Nowais Makes History as UNWTO Leader

In a groundbreaking achievement, Shaikha Nasser Al Nowais has been elected as the inaugural female and Emirati Secretary-General of the United Nations World Tourism Organization (UNWTO) for the 2026–2029 term. This decision, which saw backing from over 160 nations, underscores the global trust in her leadership and highlights the UAE's increasing impact within the realms of tourism and international relations.

This announcement was made during the 26th session of the UNWTO General Assembly, taking place in Riyadh, Saudi Arabia, from November 7 to 11, where a UAE delegation, led by Abdullah bin Touq Al Marri, Minister of Economy and Tourism, actively participated.

Al Nowais' ascent to this prestigious position followed an extensive nomination and voting process, further establishing her remarkable credentials and international acclaim. This significant milestone reinforces the UAE's dedication to promoting women and showcasing Emirati talent on a global platform.

Abdullah bin Touq Al Marri described this election as a historic moment, not just for the UAE but for the Arab world and the broader tourism industry. He acknowledged the country’s achievements in sustainable tourism, modern infrastructure, and cultural richness, which have all contributed to establishing the UAE as a premier global tourist destination. He also emphasized the crucial role of Emirati airlines in bridging the East and West, enhancing travel and cultural exchange.

In her address to the General Assembly, Al Nowais articulated her vision for tourism as a medium for human connection, peace, and sustainable progress, rather than simply an economic sector. She highlighted the significance of partnerships, innovation, and community-driven tourism efforts to foster growth, especially benefiting women, youth, and local communities.

Her strategic focus for the UNWTO encompasses converting challenges into opportunities, bolstering national economies, and enhancing the sustainability of global tourism. She aims to improve capacity-building, share knowledge, and provide financial assistance to developing countries to ensure tourism remains pivotal in driving inclusive and sustainable growth around the globe.

The discussions at the 26th UNWTO General Assembly also included pertinent subjects like digital transformation, tourism competitiveness, skill development for professionals, and sustainable tourism frameworks that balance environmental protection with economic advancement. These talks emphasize the continuous evolution of the sector, particularly as it navigates the post-pandemic landscape where resilience and diversification are essential.

With Shaikha Al Nowais leading the charge, the UNWTO is poised to embark on a new chapter characterized by inclusive, innovative, and sustainable global tourism leadership, echoing the UAE's strategic aspirations and the international community's belief in her ability to steer the sector forward.