UAE's Shaikha Al Nowais Seeks UN Tourism Secretary-General Role For 2026-2029 Term

Shaikha Nasser Al Nowais has been nominated by the UAE for the role of Secretary General of the United Nations World Tourism Organisation (UN Tourism) for 2026-2029. This nomination highlights the UAE's dedication to enhancing global tourism growth and sustainability. It also reflects the country's significant contributions to various tourism sectors and its support for UN Tourism initiatives.

Shaikha Al Nowais, currently Corporate Vice President – Owners’ Relationship Management at Rotana Hotel Management Corporation PJSC, is the first Emirati woman to seek this position. Her candidacy underscores her extensive experience in tourism and hospitality, where she has played a crucial role in shaping industry policies and fostering collaboration. If elected, she would be the first woman from the region to hold this prestigious position.

Abdulla bin Touq Al Marri, Minister of Economy and Chairman of the Emirates Tourism Council, stated: "The UAE continues to consolidate its outstanding position in the global tourism landscape, strengthening regional and global cooperation for sustainable and inclusive tourism development." He emphasised the UAE's strategic partnerships with UN Tourism, which promote innovative projects.

Al Nowais’s vision for enhancing global tourism competitiveness is built on six pillars: sustainable growth, digital transformation, economic inclusion, education, resilience, and collaboration. She aims to expand successful tourism models across regions like Europe, Asia, and Latin America to foster inclusive growth. Her focus includes integrating advanced technologies like AI into emerging markets.

Shaikha Al Nowais is committed to empowering women in leadership roles within the tourism sector. She actively supports initiatives that provide training and job opportunities for young Emiratis in hospitality. At Rotana, women make up about 20% of the workforce. The Group prioritises inclusivity through education and workplace policies that help all employees succeed.

Her career spans over 15 years, during which she has driven innovation and sustainability in tourism. As a member of various boards and committees, she influences industry growth by promoting talent development and advanced training initiatives. Her leadership extends to international forums where Emirati women's presence is increasingly recognised.

Achievements and Recognition

Shaikha Al Nowais graduated from Zayed University with a Bachelor of Science in Business Administration - Major in Finance in 2006. Over recent years, she has received numerous accolades including Best Hotel Brand in the Middle East at Business Traveller Middle East Awards for 2021-2024; Best Business Hotel Chain at Business Traveller UK Awards for 2022-2024; and Forbes Middle East: Top 100 Sustainable Companies – Sustainability Leaders 2023.

She chairs Abu Dhabi Chamber's Tourism Working Group and serves on several boards related to hospitality education. Her efforts ensure future leaders are equipped with skills necessary for sustainable growth in global tourism. Her work with stakeholders aims to enhance UAE’s hospitality sector attractiveness for both domestic and foreign investments.

The Role of Tourism in Economic Growth

"Tourism is a key driver promoting sustainable economic growth," said Shaikha Al Nowais. She highlighted how it contributes to job creation and supports local businesses while promoting intercultural connectivity. Rotana manages 114 hotels across 49 cities worldwide, implementing innovative policies prioritising sustainability as an economic prosperity driver.

The UAE's re-election to UN Tourism Executive Council for 2025-2029 further strengthens its influence on global tourism strategies. The country’s reputation as a leader in this field is reinforced by Shaikha Al Nowais’s nomination. Her leadership could redefine sustainable tourism amid challenges like climate change and technological impacts.

Shaikha Al Nowais emphasised: "My nomination by the UAE reflects our country’s commitment to empowering Emirati women." She expressed gratitude for this recognition which highlights her contributions towards enhancing sector growth regionally and internationally through joint action initiatives.

With inputs from WAM