In a landmark decision that redefines the leadership narrative of international tourism, UN Tourism has officially confirmed Shaikha Al Nowais as its next Secretary-General. Ratified during the 26th General Assembly held in Riyadh, this appointment not only signals continuity in the Organization’s progressive vision but also marks a watershed moment. Al Nowais will become the first woman to lead the United Nations specialized agency for tourism in its 50-year history.
Assuming office at the start of 2026, Al Nowais brings with her a distinguished career in the private sector, most notably as Corporate Vice President of Rotana Hotels, where she played a pivotal role in expanding the brand’s global footprint. Her influence extends beyond corporate corridors. She currently chairs the Abu Dhabi Chamber’s Tourism Working Group. She also serves on the boards of the Abu Dhabi Businesswomen Council and Les Roches Hospitality Academy, reflecting her deep engagement with both business leadership and academic advancement within the tourism and hospitality sectors.
Addressing delegates at the Assembly, the Secretary-General-elect described her appointment as “a triumph for all of us”, underscoring that her leadership would embody the collective spirit and shared ambitions of a global sector at a turning point. She outlined five strategic priorities shaping her mandate: responsible tourism, capacity building, technology for good, innovative financing, and smart governance. Together, these themes reflect a vision that integrates inclusivity, resilience, and ethical stewardship into the fabric of tourism governance.
Al Nowais emphasized that the future of tourism must be “human-centred and globally connected,” capable of uplifting communities while addressing the twin imperatives of sustainability and innovation. Her remarks resonated with ongoing discussions at the Assembly, where Member States reinforced commitments to tourism as a catalyst for social and economic regeneration.
Paying tribute to outgoing Secretary-General Zurab Pololikashvili, Al Nowais commended his “vision, commitment, and role in strengthening UN Tourism’s voice and global presence.” Under his tenure, the Organization advanced critical work on investment, education, and innovation, foundations that Al Nowais is poised to expand upon as she assumes leadership for the 2026–2030 term.
The appointment of Shaikha Al Nowais was the focal point of a dynamic opening day at the General Assembly, which gathered representatives from 160 Member States for four plenary sessions and multiple committee meetings. The Assembly followed the 124th session of the UN Tourism Executive Council, where discussions centred on strengthening partnerships, deepening investment frameworks, and fostering equitable opportunities across the global tourism ecosystem.
Shaikha Al Nowais’s leadership marks not only a symbolic but also a substantive breakthrough, redefining how tourism’s global governance can serve as an engine of progress, inclusion, and cultural understanding.