The Executive Council of UN Tourism has announced the appointment of Shaikha Al Nowais as the new Secretary-General starting in 2026. An Emirati entrepreneur with over 16 years of international experience in the hospitality sector, Al Nowais brings an impressive background, including key roles at Rotana Hotels and leadership positions in major tourism bodies in Abu Dhabi. Her appointment is pending final approval by the UN Tourism General Assembly. Once confirmed, Al Nowais will become the first woman to lead UN Tourism in the organization’s history.
Julia Simpson, President and CEO of the WTTC, extended on behalf of the World Travel & Tourism Council, its members, and the global travel community, her warmest congratulations to Shaikha Nasser Al Nowais on her historic appointment as the first woman to serve as Secretary-General of UN Tourism, highlighting that “her appointment marks a significant milestone, reflecting the evolution of leadership within our sector”.
Simpson also emphasized Shaikha Al Nowais’s extensive experience in the hospitality industry and her strong commitment to sustainability, digital equity, and inclusive governance. According to Simpson, these qualities align perfectly with the shared vision of a resilient and forward-looking tourism sector. “We look forward to working closely with her to advance this vision,” she concluded.
The balance of the last eight years under Pololikashvili’s leadership
Appointment of Shaikha Al Nowais took place during the Council’s 123rd session, which also assessed progress made over the past eight years in core areas such as innovation, investment, and education. According to the May 2025 edition of the World Tourism Barometer, more than 300 million international tourists travelled in the first quarter of the year, around 14 million more than in the same period of 2024, marking an encouraging trend for the global tourism industry. The meeting also provided an opportunity to review the progress made over the past eight years in key areas such as innovation, investment, and education.
Outgoing Secretary-General Zurab Pololikashvili emphasized that during this period, UN Tourism has embraced a transformative vision, placing tourism at the heart of the global agenda to enhance its competitiveness, economic value, and social impact. Special focus was placed on education, investment, sustainable development, women’s empowerment, and technological innovation.
Presenting a detailed report on his eight-year tenure, Pololikashvili highlighted the main achievements, including the strengthening of tourism data systems, the expansion of rural tourism, the launch of new programs in gastronomy, sports, and urban tourism, and the integration of artificial intelligence into the Organization’s agenda. A significant increase in enrollment in the UN Tourism Online Academy was also announced, along with record levels of foreign direct investment in the sector.
Among the key strategic developments, the Council welcomed the creation of the first UN Tourism Thematic Office on Innovation for Africa, to be based in Rabat in collaboration with the Government of Morocco. This office will play a fundamental role in advancing UN Tourism’s 2030 Agenda for Africa, positioning tourism as a driver of sustainable development and innovation across the continent.
Photo by UN Tourism
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