UAE’s Shaikha Al-Nowais becomes first female UNWTO Secretary-General

RIYADH: The UAE’s Shaikha Al-Nowais has been elected secretary-general of the UN World Tourism Organization, becoming the first woman — and the first Gulf national — to lead the global tourism body in its 50-year history.

Her four-year term will begin in January 2026, following confirmation by the 26th UNWTO General Assembly held in Riyadh from Nov. 7 to 11. Al-Nowais was first endorsed in May by the organization’s Executive Council after securing a majority of member votes during its session in Madrid.

Addressing the Assembly, the Secretary-General-elect said: “This is a triumph for all of us. It is a shared moment that reflects our collective vision for a stronger, more connected, and more compassionate world of tourism. 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.”

Looking ahead to her mandate, she outlined five core priorities: “Responsible tourism, capacity building, technology for good, innovative financing, and smart governance — each designed to make our sector more inclusive, resilient, and human.”

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Al-Nowais also paid tribute to the incumbent Secretary-General Zurab Pololikashvili, commending his “vision, commitment, and role in strengthening UN Tourism’s voice and global presence.”

On its official X handle, UNWTO stated: “We are delighted to welcome Shaikha Al-Nowais as the new Secretary-General of UN Tourism — the first woman to lead our organization in its 50-year history. Her appointment marks an inspiring moment, continuing our shared commitment to a sustainable, inclusive & innovative future.”