Al Nowais becomes first woman to lead UNWTO since its founding in 1975
Shaikha Nasser Al Nowais has been elected secretary-general of the United Nations World Tourism Organisation (UNWTO), following a vote by 35 member states at the organisation’s headquarters in Madrid on 30 May 2025.
She will begin her four-year term in 2026, becoming the first woman to hold the role since the UNWTO’s establishment in 1975.
Commenting on the appointment, Al Nowais shares: “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.
“This is not just a personal achievement — it is a moment of pride for all Emiratis and Arabs. I will work to make it a turning point in the global tourism sector’s path toward resilience, inclusion and sustainability.”
She also recognised Her Royal Highness Sheikha Fatima bint Mubarak for her pivotal role in championing the empowerment of Emirati and Arab women.
Al Nowais brings over 15 years of experience in the tourism and hospitality sectors, with a career spanning asset management, public-private partnerships and hospitality investment strategy. She previously served as corporate vice president of owners’ relationship management at Rotana Hotel Management Corporation and was the first woman to sit on the board of the Dubai Hotel Group under Dubai Chambers.
She currently also serves on the Middle East and Africa chapter of the Hospitality Asset Managers Association (HAMA), where her focus includes investment planning and asset development. Al Nowais holds a degree in business administration and finance from Zayed University and has received recognition for her work in sustainability and hotel brand performance.
In her first public remarks, Al Nowais outlined five strategic pillars that will define her tenure: responsible tourism, empowerment of youth and women, technology-driven innovation, financing models to support sustainable tourism and governance built on transparency. She has called for accelerated action across the sector in response to global challenges such as climate change and shifting consumer behaviour.
Al Nowais emphasised the need for collaboration and resilience within the industry. She stated that tourism must evolve into a sector that supports environmental protection, economic opportunity and inclusive growth.
Her appointment has been acknowledged by UAE leadership as a milestone for both the country and for the representation of women in global tourism governance.
Leaders, including His Royal Highness President Sheikh Mohamed bin Zayed Al Nahyan and HRH Vice President Sheikh Mohammed bin Rashid Al Maktoum highlighted the appointment as a continuation of the UAE’s commitment to international cooperation and sectoral development.
The election of Al Nowais comes at a time when the tourism industry is undergoing structural transformation. Her focus on institutional governance, sustainability and regional representation is expected to shape the next phase of global tourism policy.
Article Credit: hoteliermiddleeast