Shaikha Al Nowais Makes History as First Woman to Lead UN Tourism Starting in 2026

Shaikha Al Nowais has been officially confirmed as the new Secretary-General of UN Tourism, following a formal ratification by the Organization’s General Assembly during its meeting in Riyadh. Member States showed strong support for her appointment, marking a historic milestone for the UN’s specialized agency for tourism.

Beginning her term in January 2026, Al Nowais will become the first woman to lead the organization in its 50-year history. She brings extensive experience from the private sector, having served as Corporate Vice President at Rotana Hotels, and currently chairs the Abu Dhabi Chamber’s Tourism Working Group. She also sits on the boards of the Abu Dhabi Businesswomen Council and Les Roches Hospitality Academy.

In her remarks to the Assembly, the Secretary-General-elect described her election as “a triumph for all of us,” emphasizing a shared vision for a stronger, more connected and compassionate global tourism sector. She highlighted tourism’s potential to uplift communities and unite humanity, noting that millions of people depend on the industry for economic and social development.

Al Nowais outlined five core priorities that will guide her mandate: responsible tourism, capacity building, technology for good, innovative financing, and smart governance. Each of these pillars, she said, is designed to make the sector more inclusive, resilient and human, ensuring that tourism growth benefits people and destinations.

She also expressed gratitude to current Secretary-General Zurab Pololikashvili, acknowledging his “vision and commitment” in strengthening UN Tourism’s global role, expanding investments and fostering innovation and education across the sector.

Her confirmation was the key outcome of the first day of the 26th UN Tourism General Assembly, where 160 Member States gathered. The Assembly follows the conclusion of the 124th session of the UN Tourism Executive Council, the agency’s top decision-making body, during which members reviewed progress on programs promoting investment, innovation and wider opportunities in tourism worldwide.