UAE’s Sheikha Al Nowais appointed first female Secretary-General of UNWTO

Abu Dhabi: Emirati business leader Sheikha Nasser Al Nowais has been elected as the next Secretary-General of the United Nations World Tourism Organisation (UNWTO), becoming the first woman to hold the position in the organization’s 50-year history.

The announcement was made on Friday, May 30, at the UNWTO headquarters in Madrid, following a vote by 35 member states. Sheikha Al Nowais will begin her four-year term in 2026, leading the global tourism body until 2029.

President His Highness Sheikh Mohamed bin Zayed Al Nahyan hailed the appointment as a historic milestone.

“Congratulations to Sheikha Al Nowais on becoming Secretary-General of the United Nations World Tourism Organisation,” he said.

“As the first woman to assume this important role, her appointment reaffirms the UAE’s commitment to empowering Emirati women in leadership and reflects the vital role of the tourism sector as a driver of sustainable economic growth.”

Meanwhile, His Highness Sheikh Mohammed bin Rashid Al Maktoum, Vice President and Prime Minister of the UAE and Ruler of Dubai, also praised the achievement, highlighting Sheikha Al Nowais’s academic and professional credentials.

“A graduate of Zayed University, she brings with her 15 years of distinguished experience in the tourism sector and has received numerous accolades and awards,” he said.

“She becomes the first woman in the organization’s 50-year history to hold this position and aspires to lead a global transformation in the tourism industry.”

Sheikh Mohammed continued: “Our youth — both women and men — continue to represent the UAE with pride, raising its name, flag, and contributions on the global stage. We are proud of their achievements. We urge them to uphold the UAE’s reputation, values, and accomplishments in all that they do.”

‘A moment of pride for all Emiratis and Arabs’

In her first statement following the announcement, Sheikha Al Nowais expressed deep gratitude:

“I am deeply honoured to have been chosen for this responsibility, and I dedicate this historic victory to President His Highness Sheikh Mohamed bin Zayed Al Nahyan and His Highness Sheikh Mohammed bin Rashid Al Maktoum, Vice President, Prime Minister, and Ruler of Dubai.”

She also paid tribute to Her Highness Sheikha Fatima bint Mubarak, whom she described as the “first and most enduring supporter of Emirati and Arab women.”

“This is not just a personal achievement — it is a moment of pride for all Emiratis and Arabs,” she added. “I will work to make it a turning point in the global tourism sector’s path toward resilience, inclusion, and sustainability.”

An ambitious five-pillar vision

Al Nowais takes on the role at a critical time for the tourism industry, which continues to recover from the global pandemic while facing mounting climate challenges and evolving travel behaviors.

In her statement, she outlined an ambitious five-pillar vision for the organisation, focusing on responsible tourism, youth and women empowerment, tech-driven solutions, innovative financing, and transparent governance.

 “I aspire to lead a global transformation in tourism — one that prioritises environmental protection, unlocks broader economic opportunities, and builds a more sustainable, inclusive future for communities worldwide,” she said.

“To do that, we must move faster, think bolder, and collaborate more deeply.”

Profile: Sheikha Al Nowais

Al Nowais brings over 15 years of experience in hospitality and tourism strategy and has been recognised for her leadership in sustainability, innovation, and workforce development. She was the first woman to join the board of Dubai’s Hotels Group under the Dubai Chambers, where she played a key role in shaping policy and fostering public-private partnerships.

She also serves on the Middle East and Africa chapter of the Hospitality Asset Managers Association (HAMA), focusing on investment strategy and asset development.

A graduate of Zayed University with a degree in Finance, Al Nowais has earned multiple accolades over the past five years, including Forbes Middle East’s 2023 "Top 100 Sustainable Companies" recognition and several Business Traveller awards for hotel branding and performance.

As the first woman to lead the UNWTO since its founding in 1975, Sheikha Al Nowais’s leadership is expected to usher in a new era — one defined by innovation, equity, and environmental responsibility in the future of global tourism.