Shaikha Nasser Al Nowais has been elected as the new Secretary-General of the United Nations World Tourism Organisation (UNWTO) for the term 2026–2029. This decision was made by a majority vote from over 160 countries, following her nomination by the Executive Council last May.
Al Nowais completed all stages of the nomination and election process, marking an unprecedented achievement under the organisation’s protocol.
The announcement was made during the 26th session of the UNWTO General Assembly in Riyadh, Saudi Arabia, where a UAE delegation led by Abdullah bin Touq Al Marri, Minister of Economy and Tourism, was present from 7th to 11th November.
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With her election, Shaikha Al Nowais becomes the first woman and Emirati to lead the UNWTO in its 50-year history, showcasing the global community’s trust in Emirati leadership and the UAE’s commitment to empowering women on an international stage.
Abdullah bin Touq declared, “This is a milestone not just for the UAE but for the Arab region and the global tourism industry. The election of the first woman to guide the worldwide tourism framework signifies a global acknowledgment of the UAE’s prominent stature in tourism and economic diplomacy. It also underscores our pivotal role in advancing sustainable tourism development and cultural exchange worldwide.”
He further highlighted that this achievement mirrors the UAE leaders’ vision of excellence, innovation, and empowering national talent to contribute significantly to international organisations.
Abdullah bin Touq expressed gratitude to all UNWTO member states for their trust and support in electing an Emirati woman to this leadership position.
He reiterated the UAE’s dedication to backing the UNWTO’s initiatives and action plans in the coming years, aiming to bolster international partnerships within the tourism sector.
He also noted the UAE’s aviation sector’s significant contribution to the country’s global tourism and travel standing, with Emirati airlines linking East and West, facilitating movement for travelers, entrepreneurs, students, and tourists, thus establishing the UAE as a global nexus for economic, cultural, social, and knowledge exchange.
At the UNWTO General Assembly, Al Nowais expressed her profound gratitude to all member states for their support, emphasizing her commitment to this global role during a time that calls for collective effort and foresight.
She remarked, “Tourism is more than an economic sector; it is a bridge for human connection and a foundation for fostering understanding, peace, and sustainable development among cultures globally.”
“Together with governments, organizations, private sector partners, and civil society, we will spearhead a new era of collaborative innovation, empowerment, and sustainability, focusing on enhancing human capacity. Our goal is to make tourism an inclusive industry that offers opportunities for all, especially youth, women, and local communities, to propel sustainable growth and international cultural exchange.”
Al Nowais shared her vision for global tourism leadership, emphasizing turning challenges into opportunities and redesigning tourism systems to better serve local communities while strengthening national economies. She stressed the importance of partnerships to expand the organisation’s ability to support developing countries through training, capacity-building, financing, and knowledge sharing.
