A major global milestone has been reached as Shaikha Nasser Al Nowais from the United Arab Emirates has been nominated to lead UN Tourism, becoming the first woman to head the organisation since its creation in 1975. Her nomination was confirmed during the 123rd UN Tourism Executive Council session in Segovia, Spain, where she won the majority vote. Once the UN General Assembly gives final approval, she will officially assume the role in January 2026 for a four year term.
This moment marks the breaking of a fifty year barrier. Her appointment was ratified by 160 Member States at the 26th General Assembly and is seen as a major achievement for the UAE’s long term focus on women’s empowerment and global leadership under its Vision 2040 goals. President His Highness Sheikh Mohamed bin Zayed Al Nahyan said the decision “reaffirms the UAE’s commitment to empowering Emirati women in leadership.” Shaikha Al Nowais dedicated the victory to the country’s leadership and praised Her Highness Sheikha Fatima bint Mubarak as the “first and most enduring supporter of Emirati and Arab women.”
Shaikha Al Nowais brings more than 16 years of international experience to her new role. She serves as Corporate Vice President at Rotana Hotels, managing owner relationships across the Middle East, Africa and Eastern Europe. She also chairs the tourism working group of the Abu Dhabi Chamber and sits on the boards of the Abu Dhabi Businesswomen Council and a global hospitality academy. She has said that her candidacy reflects how the UAE values empowering Emirati women in key positions.
She will take office at an important time for global tourism as the industry navigates climate challenges, rapid technological change and shifting geopolitical conditions. She has outlined a Five Pillar Vision that focuses on responsible tourism, capacity building, technology for good, innovative financing and smart governance. Her priorities include environmental protection, support for youth and women, and the use of digital tools including artificial intelligence to improve the travel experience. She has a strong record of promoting workplace policies that help women grow in their careers.
Her appointment sends a powerful message to young Emirati women. She encouraged them not to wait for approval to lead and to stay curious, saying they should “Always ask questions.” She highlighted that leadership comes from purpose and service. This achievement reflects decades of the UAE’s investment in education and opportunities for women.
Under her leadership, UN Tourism is expected to advance responsible tourism, expand digital innovation, build community centred development and strengthen opportunities for women and youth. The global industry anticipates her guiding tourism toward more sustainable, collaborative and inclusive growth.
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