In May 2025, Shaikha Nasser Al Nowais was nominated by the U.A.E.’s Ministry of Economy and the Ministry of Foreign Affairs to become the first woman to lead UN Tourism, as part of broader efforts to elevate the role of women in international institutions. Al Nowais was elected by the UN Tourism Executive Council at its 123rd session, with her appointment expected to be confirmed by the General Assembly ahead of the start of her term in January 2026.
Hospitality veteran
Al Nowais has more than 16 years of experience in the tourism and hospitality industry. She currently serves as Corporate Vice President of Owner Relationship Management at Rotana Hotels, where she oversees stakeholder relations and operational initiatives across the Middle East, Africa, Eastern Europe, and Türkiye. Her portfolio includes partnerships, corporate governance, and sustainability initiatives.
She also chairs the Tourism Working Group at the Abu Dhabi Chamber and is a board member of the Abu Dhabi Businesswomen Council. In addition, she sits on the advisory board of the U.A.E. Tourism Council and the board of trustees at Les Roches Hospitality Academy, where she contributes to tourism policy development and industry education.
Vision and policy priorities
In her candidacy, Al Nowais outlined a vision for tourism as a key driver of economic development, cultural exchange, and environmental responsibility. Her stated priorities include expanding access to tourism for underrepresented communities, strengthening industry resilience, and supporting digital transformation.
Proposed initiatives include sustainable tourism certification programs and the development of energy efficient infrastructure. Al Nowais has also called for the use of emerging technologies, such as artificial intelligence and blockchain, to modernize airports, public transportation, and healthcare systems in support of sustainable tourism.
She has emphasized the importance of investment in education and training to build tourism related human capital, alongside policies aimed at increasing the participation of women and youth in the sector.
Her vision is structured around seven strategic pillars: sustainability; inclusivity and capacity building; technology and innovation; cultural exchange; infrastructure; collaboration; and policy and governance.
Historic nomination
Abdulla bin Touq Al Marri, the U.A.E.’s Minister of Economy and Tourism and Chairman of the Emirates Tourism Council, has endorsed Al Nowais’ nomination, stating that it reflects the nation’s commitment to advancing global tourism sustainability and growth.
The nomination comes as UN Tourism continues to promote sustainable development across member states while responding to global challenges such as climate change, geopolitical shifts, and post pandemic recovery. Once confirmed, Al Nowais will lead UN Tourism from 2026 to 2029.
