Sheikha Nasser Al Nowais has made history after being named the next Secretary-General of the United Nations World Tourism Organisation (UNWTO). Her appointment marks the first time a woman will lead the global tourism body in its five-decade history.
The announcement was made at the UNWTO’s headquarters in Madrid on Friday, 30 May, following a vote by 35 member states. Al Nowais, a leading Emirati business figure, is set to begin her four-year term in 2026, with her leadership running through to 2029.
Al Nowais, in her first remarks following the announcement, dedicated her appointment to the UAE’s leadership and expressed gratitude for their trust.
“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 took a moment to recognise Her Highness Sheikha Fatima bint Mubarak, saying she was 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 continued. “I will work to make it a turning point in the global tourism sector’s path toward resilience, inclusion, and sustainability.”
Al Nowais steps into the role at a crucial time for global tourism. The industry is continuing to recover from the impact of the COVID-19 pandemic, while also facing urgent environmental and social challenges. Travel trends are shifting, and tourism bodies are under increasing pressure to respond with more sustainable and inclusive policies.
Setting out her agenda, Al Nowais introduced a five-pillar plan for her term, focusing on responsible tourism, youth and women empowerment, technology-driven initiatives, 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.”
Al Nowais brings over 15 years of experience in hospitality and tourism strategy. She has been recognised for her work in areas such as sustainability, innovation, and talent development. She was the first woman to serve on the board of Dubai’s Hotels Group under the Dubai Chambers, where she helped influence tourism policy and develop key partnerships between the public and private sectors.
She also holds a position with the Middle East and Africa chapter of the Hospitality Asset Managers Association (HAMA), where she focuses on asset development and investment strategy.
With her appointment, Al Nowais has become the first woman to lead the UNWTO since its creation in 1975, marking a significant step forward for the future of global tourism centred on innovation, equity, and environmental responsibility.
President His Highness Sheikh Mohamed bin Zayed Al Nahyan described the appointment as a major milestone and offered his congratulations. “Congratulations to Sheikha Al Nowais on becoming Secretary-General of the United Nations World Tourism Organisation,” he said.
He added, “As the first woman to assume this significant position, 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.”
Echoing his sentiments, His Highness Sheikh Mohammed bin Rashid Al Maktoum, Vice President and Prime Minister of the UAE and Ruler of Dubai, praised Al Nowais’s career and qualifications.
“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 organisation’s 50-year history to hold this position and aspires to lead a global transformation in the tourism industry.”
“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,” he added.
