First woman named to lead UN Tourism 

The first women to lead the United Nations Specialised Agency for tourism in its 50-year history has been confirmed.

 

Shaikha Al Nowais was named as new secretary-general of UN Tourism at the organisation’s general assembly in Riyadh. 

 

The general assembly formally ratified her nomination and showed their strong support.

 

She will begin her term at the start of 2026, having gained experience in the private sector as corporate vice president at Rotana Hotels. 

 

She also chairs the Abu Dhabi’s tourism working group and serves on the boards of the Abu Dhabi businesswomen council.

 

Al Nowais said: “This is a triumph for all of us. It is a shared moment that reflects our collective vision for a stronger, more connected, and more compassionate world of tourism. 

 

"Together, we represent the hopes of millions whose lives are touched by this sector. Together, we carry the belief that tourism, at its best, can uplift nations and unite humanity.” 

 

Looking ahead, to her mandate, she outlined five core priorities: “Responsible tourism, capacity building, technology for good, innovative financing, and smart governance — each designed to make our sector more inclusive, resilient, and human.”

 

She also paid tribute to the incumbent secretary-general Zurab Pololikashvili, commending his “vision, commitment, and role in strengthening UN Tourism’s voice and global presence”.

 

World Travel & Tourism Council interim chief executive Gloria Guevara said: “WTTC wishes to congratulate Shaikha Al Nowais on her confirmation as secretary-general of UN Tourism. 

 

"It is a crucial role in the global arena of travel and tourism and will help to enable a new chapter for private and public sector collaboration between WTTC and UN Tourism, working together to unlock the potential for our sector. 

 

"We have much to focus on - we will continue to ensure that one in three jobs is created by the sector and work tirelessly on the challenges that potentially might hold back tourism growth. 

 

“The new secretary-general understands the needs of the private sector and has our full support. ”