In a historic election, Shaikha Al Nowais from the UAE has been chosen as the first woman Secretary-General of UN Tourism. Her victory, resulting from a vote in Madrid, emphasizes gender representation. Al Nowais aims to reshape global tourism through innovation and sustainability initiatives while managing future challenges in a post-pandemic travel landscape. Her leadership is seen as a critical pivot for the sector going forward.
In a groundbreaking turn of events, Shaikha Al Nowais from the United Arab Emirates has been elected as the new Secretary-General of UN Tourism after a pivotal vote held on May 30, 2025, in Madrid, Spain. This election is historic as Al Nowais becomes the first woman to lead the organization since its inception, marking a significant step forward in gender representation within global tourism leadership. As the tourism sector works to recover from the pandemic, her appointment introduces a transformative chapter for the authority overseeing international travel governance.
Al Nowais, currently the Corporate Vice President at Rotana Hotels in Abu Dhabi, demonstrated her strong candidacy early in the selection process. She garnered 16 votes in the first round, quickly engaging support from various council members, and ultimately secured 24 votes in the second round, surpassing the necessary 18. Pending ratification by the United Nations General Assembly, she will officially commence her term in January 2026, managing operations until 2029.
Her agenda, detailed during her nomination, emphasizes five strategic pillars focusing on innovation, inclusion, and sustainability. Al Nowais aims to re-imagine global tourism through a contemporary lens, echoing the pressing need for sustainability and aligning with global priorities as the industry adapts post-pandemic.
Abu Dhabi’s burgeoning status as a global tourism powerhouse is also underscored by Al Nowais’ election. The emirate has notably been increasing its investments in tourism infrastructure and entertainment projects, positioning itself firmly on the global tourism map. Al Nowais’ leadership is predicted to elevate this status further, providing a more significant voice for the UAE on international tourism matters.
The election saw other notable candidates, like Greece’s Harry Theoharis, who finished second with 11 votes. Theoharis, acknowledged for revitalizing Greek tourism amidst the pandemic, graciously congratulated Al Nowais while highlighting Greece’s commitment to fair tourism practices. Mexico’s Gloria Guevara, despite securing eight votes and dropping out in the first round, praised her government, indicating a desire to persist in advocating for global tourism initiatives.
From the African continent, Ghana’s Muhammed Adam was endorsed by the African Union but only received two votes, emphasizing the need for better representation for developing countries in tourism governance. His presence, though ultimately unsuccessful, is deemed crucial for bringing awareness to Africa’s tourism needs in the larger international dialogue.
As Shaikha Al Nowais gears up for her role, she will undoubtedly face various challenges, including calls for reform within the industry against a backdrop of complex geopolitical dynamics. The position of Secretary-General is pivotal, influencing a sector that contributes significantly to global GDP and employment.
This election is particularly meaningful not just for symbolic reasons regarding gender equity but also marks a strategic shift in how tourism governance may evolve in this century. Al Nowais’s anticipated leadership signals a commitment to building inclusive and sustainable tourism frameworks that equip the sector for its next phases.
In conclusion, the election of Shaikha Al Nowais as the first female Secretary-General of UN Tourism represents a significant milestone not just for women in leadership but also illustrates a broader shift towards innovative and collaborative governing practices in tourism. As the global travel industry continues to navigate the challenges and opportunities of the post-pandemic world, Al Nowais’ vision could herald a new era of cooperation and resilience in tourism development, particularly in light of the pressing issues of climate change and digital transformation. With watchful eyes from Abu Dhabi to Madrid and beyond, the upcoming years could set the stage for a revitalized approach to international tourism under her leadership.
Shaikha Al Nowais’ election as the first female Secretary-General of UN Tourism is not only a landmark moment for gender equity but also signals a potential shift towards more innovative and inclusive governance in tourism. With her ambitious agenda and the backdrop of a recovering global industry, her leadership could pave the way for a new era of collaboration and sustainability in international travel. As we move toward 2026, the implications of this leadership change will be significant, impacting numerous stakeholders within the tourism sector.
Original Source: www.travelandtourworld.com
