Shaikha Nasser Al Nowais has been appointed as the next Secretary-General of UN Tourism, marking a historic milestone as the first woman and the first Emirati to hold this prestigious position. Her appointment has garnered widespread acclaim from leaders and organizations both within the UAE and internationally.

Tributes from UAE Leadership

Sheikh Mohamed bin Zayed Al Nahyan, President of the UAE

Sheikh Mohamed bin Zayed Al Nahyan, President of the UAE, has also been a proponent of advancing women’s participation in various sectors. Although direct comments from him on this appointment are not available, the UAE’s nomination and support for Shaikha Al Nowais reflect the nation’s commitment to promoting gender equality and leadership diversity. President His Highness Sheikh Mohamed bin Zayed Al Nahyan hailed the appointment as a historic milestone.

“Congratulations to Sheikha Al Nowais on becoming Secretary-General of the United Nations World Tourism Organisation,” he said.

“As the first woman to assume this important role, her appointment reaffirms the UAE’s commitment to empowering Emirati women in leadership and reflects the vital role of the tourism sector as a driver of sustainable economic growth.”

Sheikh Mohammed bin Rashid Al Maktoum, Vice President and Prime Minister of the UAE and Ruler of Dubai

Sheikh Mohammed bin Rashid Al Maktoum, Vice President and Prime Minister of the UAE and Ruler of Dubai, has long championed women’s empowerment and leadership. While specific statements from him regarding Shaikha Al Nowais’s appointment have not been publicly documented, his consistent support for women’s roles in leadership positions underscores the significance of this achievement.

“A graduate of Zayed University, she brings with her 15 years of distinguished experience in the tourism sector and has received numerous accolades and awards,” he said.

“She becomes the first woman in the organization’s 50-year history to hold this position and aspires to lead a global transformation in the tourism industry.”

Sheikh Mohammed continued: “Our youth — both women and men — continue to represent the UAE with pride, raising its name, flag, and contributions on the global stage. We are proud of their achievements. We urge them to uphold the UAE’s reputation, values, and accomplishments in all that they do.”

Abdulla bin Touq Al Marri, UAE Minister of Economy and Chairman of the Emirates Tourism Council

Abdulla bin Touq Al Marri, UAE Minister of Economy and Chairman of the Emirates Tourism Council, highlighted the significance of her appointment:

“The nomination of the UAE’s Shaikha Al Nowais for the position of UN Tourism Secretary-General underscores the reputation enjoyed by the UAE in the tourism field and its important and effective role in promoting the growth and sustainability of the global tourism sector.” 

International Recognition

The Pan African Business Forum (PABF) has expressed strong support for Shaikha Al Nowais’s appointment, highlighting her extensive experience in global hospitality and her commitment to sustainable tourism. The PABF emphasized that her leadership could foster greater collaboration between the UAE and African nations in developing inclusive tourism strategies. 

“Shaikha Nasser Al Nowais is the most suitable candidate to fill the position of Secretary-General of the UNWTO from 2025 onwards.”

In addition, industry leaders and experts have lauded her appointment as a transformative step for global tourism governance. Her background as Corporate Vice President at Rotana Hotels and her active roles in various tourism and hospitality organizations position her to bring valuable insights and leadership to UN Tourism.

In her first statement following the announcement, Sheikha Al Nowais expressed deep gratitude:

“I am deeply honoured to have been chosen for this responsibility, and I dedicate this historic victory to President His Highness Sheikh Mohamed bin Zayed Al Nahyan and His Highness Sheikh Mohammed bin Rashid Al Maktoum, Vice President, Prime Minister, and Ruler of Dubai.”

She also paid tribute to Her Highness Sheikha Fatima bint Mubarak, whom she described as the “first and most enduring supporter of Emirati and Arab women.”

Shaikha Al Nowais

Shaikha Al Nowais’s Vision and Commitment

In response to her nomination, Shaikha Al Nowais emphasized the UAE’s dedication to empowering women in leadership roles and promoting sustainable tourism:

“My nomination by the UAE to run for this position is reflective of the importance our country places on empowering Emirati women in leadership positions. It emphasizes the UAE’s efforts in promoting joint action to enhance the growth and sustainability of the global tourism sector.” 

She has outlined a strategic vision for UN Tourism focusing on six key pillars: sustainable and responsible tourism growth, digital transformation, economic inclusion and empowerment, education and capacity building, resilience and crisis management, and collaboration as a driver of success. 

“This is not just a personal achievement — it is a moment of pride for all Emiratis and Arabs,” she added. “I will work to make it a turning point in the global tourism sector’s path toward resilience, inclusion, and sustainability.”

In her statement, she outlined an ambitious five-pillar vision for the organisation, focusing on responsible tourism, youth and women empowerment, tech-driven solutions, innovative financing, and transparent governance.

“I aspire to lead a global transformation in tourism — one that prioritises environmental protection, unlocks broader economic opportunities, and builds a more sustainable, inclusive future for communities worldwide,” she said.

“To do that, we must move faster, think bolder, and collaborate more deeply.”

Shaikha Al Nowais is set to assume her role as Secretary-General of UN Tourism in January 2026, bringing with her a wealth of experience and a commitment to fostering inclusive and sustainable growth in the global tourism sector.