UN Tourism has elected Shaikha Al Nowais as its next Secretary-General, confirming her as the first woman to lead the United Nations Specialized Agency for tourism in its 50-year history. The decision was ratified by Member States during the Organization’s 26th General Assembly in Riyadh following her nomination by the Executive Council in May 2025.
Al Nowais will begin her four-year term in January 2026, succeeding current Secretary-General Zurab Pololikashvili. Her appointment marks a turning point for UN Tourism, reflecting the sector’s increasing focus on inclusivity, innovation, and sustainable development as global travel continues to recover and evolve.
Shaikha Al Nowais brings extensive experience from the private sector, serving as Corporate Vice President at Rotana Hotels, one of the Middle East’s largest hospitality brands. She also chairs the Abu Dhabi Chamber’s Tourism Working Group and sits on the boards of the Abu Dhabi Businesswomen Council and Les Roches Hospitality Academy. Her background bridges business strategy, tourism development, and education — areas central to UN Tourism’s mission.
Speaking at the General Assembly, Al Nowais called her election “a triumph for all of us,” describing it as a collective victory for the global tourism community. “This is a shared moment that reflects our collective vision for a stronger, more connected, and more compassionate world of tourism,” she said. “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 goals for the 2026–2030 term, Al Nowais identified five strategic pillars: responsible tourism, capacity building, technology for good, innovative financing, and smart governance. These initiatives aim to make tourism more sustainable, digitally adaptive, and beneficial to local communities while reinforcing the sector’s resilience against global disruptions.
The election of a new Secretary-General was the key outcome of the first day of the 26th General Assembly, which convened 160 Member States. Delegates will continue discussions on policy frameworks and long-term development strategies for the sector, addressing issues such as investment, education, digital transformation, and workforce growth.
Al Nowais commended outgoing Secretary-General Zurab Pololikashvili for his “vision, commitment, and role in strengthening UN Tourism’s voice and global presence.” Under his leadership, the organization advanced its efforts to attract investment and foster innovation in sustainable tourism practices worldwide.
The appointment of Al Nowais comes as the global tourism industry navigates a critical period of transition. According to UN Tourism’s latest data, international travel has nearly returned to pre-pandemic levels, though challenges persist in managing sustainability and balancing growth with environmental responsibility. The agency continues to encourage governments and private stakeholders to prioritize inclusive development and equitable participation in tourism’s economic benefits.
Founded in 1975 and rebranded as UN Tourism in 2024, the organization serves as the United Nations’ lead body for promoting responsible and sustainable tourism. It supports countries in developing tourism strategies that align with the UN’s Sustainable Development Goals (SDGs), focusing on employment, innovation, and cross-cultural understanding.
Al Nowais’s appointment has been widely welcomed as a milestone for gender equality in global governance and a sign of progress within international institutions. Her leadership is expected to bring a renewed focus on education, women’s empowerment, and digital innovation across tourism markets, especially in developing economies.
The General Assembly in Riyadh also reviewed the organization’s Programme of Work and future initiatives aimed at supporting investment and capacity building within the tourism sector. As Al Nowais prepares to assume office on 1 January 2026, her leadership will guide UN Tourism through a new phase of transformation focused on innovation, inclusivity, and global collaboration.
With her appointment, UN Tourism begins a historic chapter — one that underscores both continuity and change, uniting the industry under a shared vision for a more connected and responsible future of travel.