Shaikha Nasser Al Nowais: The First Woman to Head UN Tourism and What It Means for Global Travel

A Historic Milestone in Global Tourism Leadership

The United Nations Tourism Executive Council has nominated Shaikha Nasser Al Nowais of the UAE as the next Secretary-General of UN Tourism, a position she is set to assume on 1 January 2026. Not only will she be the first woman ever to hold this post in the organization’s 50-year history, but also the first Emirati, marking a ground-breaking moment for the sector worldwide.

The announcement took place during the Council’s 123rd session in Segovia, Spain, with final confirmation expected at the 26th UN Tourism General Assembly in Riyadh in November 2025. This event coincides with UN Tourism’s half-century celebration and signals a fresh chapter for global tourism governance.

Leadership Built on a Legacy of Transformation

The Council reflected on the significant evolution of UN Tourism during the eight years under Secretary-General Zurab Pololikashvili. His tenure focused heavily on innovation, sustainability, and education, propelling tourism to the forefront of international economic and social agendas.

During this period, the organization pursued key priorities including women empowerment, rural development, technological adoption, and enhancing global education programs connected to tourism. This progressive vision helped to foster stronger global dialogue and partnerships vital for the sector’s resilience.

Shaikha Al Nowais: A Trailblazer with Global Experience

Shaikha Al Nowais arrives at the helm with over 16 years of expertise in hospitality and investment. She currently serves as Corporate Vice President at Rotana Hotels, managing owner relations across various regions including the Middle East and Eastern Europe.

Her background combines financial acumen and leadership roles such as chairing the Abu Dhabi Chamber Tourism Working Group and sitting on prestigious boards like the Abu Dhabi Businesswomen Council and Les Roches Hospitality Academy.

This nomination highlights UN Tourism’s dedication to fostering inclusivity and equitable representation, promising a leadership style focused on innovation, education, and fair development globally.

Reviewing Past Successes and Future Goals

The Executive Council evaluated eight years of program achievements, citing expanded data analytics, diversification of tourism products (including gastronomy and sports), record foreign direct investments, and the integration of artificial intelligence in tourism systems.

Environmental sustainability remains a critical pillar, with programs like the Best Tourism Villages and the STAR tool aligning with United Nations Sustainable Development Goals. Education initiatives flourished as well, notably through the UN Tourism Online Academy and partnerships delivering new International Academies.

Growing the UN Tourism Footprint in Africa

A significant development is the launch of the first thematic UN Tourism Innovation Office for Africa, located in Rabat, Morocco. This initiative aims to fuel innovation and entrepreneurship across the continent, pushing forward the UN Tourism Agenda for Africa 2030.

With collaboration from the Moroccan Ministry of Tourism, this office is positioned to catalyze technology-driven development and sustainable tourism, highlighting Africa’s growing role as a driver of economic and social advancement.

The Role of Saudi Arabia in Shaping Global Tourism Discourse

Saudi Arabia’s hosting of the upcoming UN Tourism General Assembly in Riyadh underscores its rising influence in global tourism governance. The Kingdom’s Vision 2030 aims at transforming tourism into a major economic pillar by targeting ambitious visitor numbers and a ten percent contribution to GDP by 2030.

Saudi investments in infrastructure, technological integration, and workforce development align with sustainable tourism best practices, making it a key convenor for international cooperation on tourism policy.

Looking Ahead: What This Means for the Tourism Sector

The appointment of Shaikha Nasser Al Nowais signifies a new era for UN Tourism, one underscored by a commitment to innovation, inclusion, and sustainability. Building on a foundation of cooperation and progress, her leadership is expected to guide tourism toward strengthening its role as an engine of economic growth, cultural exchange, and global understanding.

The forthcoming General Assembly will confirm this historic leadership transition and set strategic priorities to shape how tourism can continue delivering value for communities worldwide.

Why This Matters for Travelers and Transport Services

For those relying on taxis, airport transfers, and chauffeur services, developments in global tourism leadership and initiatives directly influence travel patterns, destination infrastructure, and service standards. Innovations spurred by global tourism organizations often trickle down to better transportation options, improved airport connectivity, and enhanced traveler experiences.

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Gânduri finale

In summary, Shaikha Nasser Al Nowais’s upcoming leadership at UN Tourism embodies a significant progressive moment in the global travel sector. With a strategic focus on innovation, education, investment, and sustainability, the future of tourism looks poised for inclusive growth and enhanced global cooperation.

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While the global impact of this leadership change on the tourism and travel map might be subtle for now, it is undeniably relevant as the sector continues to adapt to new challenges and opportunities. GetTransfer remains committed to staying abreast of these developments and supporting travelers globally. Start planning your next adventure and secure your worldwide transfer with GetTransfer.