A significant leadership change is on the horizon for UN Tourism, as Shaikha Al Nowais, a prominent UAE businesswoman, has been nominated to lead the agency. This landmark appointment, pending approval from the United Nations General Assembly, marks a pivotal moment for global tourism governance and highlights the growing influence of the UAE in international affairs.
UAE Business Leader Poised for UN Tourism Top Role
Shaikha Al Nowais, a corporate vice president at Rotana, a leading UAE hotel group, is set to become the next Secretary General of UN Tourism, with her term expected to begin in January 2026. Her nomination, decided by the agency’s executive council in Madrid on May 30, required support from at least 18 of the 35 council members. This historic move would make Al Nowais the first woman to lead UN Tourism in its 50-year history.
- Al Nowais’s current role at Rotana involves overseeing owner relations across the Middle East, Africa, Eastern Europe, and Turkey, connecting her with key investors in the UAE’s tourism sector.
- She is the daughter of Nasser Al Nowais, co-founder and chairman of Rotana, and also the founder and chairman of Abu Dhabi National Hotels (ADNH), a government-owned hotel portfolio.
A New Era for UN Tourism Amidst Challenges
Al Nowais’s appointment comes at a critical juncture for UN Tourism, which has faced significant membership losses in recent years. Countries like the U.S., Canada, Britain, and several Nordic nations have withdrawn, citing insufficient value for their financial contributions. Her leadership is anticipated to bring a fresh perspective and potentially revitalize the organization.
The Road to Leadership: A Competitive Race
Al Nowais emerged victorious from a competitive field of six candidates, including the incumbent Zurab Pololikashvili of Georgia, who sought a controversial third term. The other notable candidates included:
- Gloria Guevara (Mexico): A 35-year tourism industry veteran and former Minister for Tourism in Mexico.
- Harry Theoharis (Greece): Served as Greece’s Minister of Tourism during the COVID-19 pandemic recovery.
- Habib Ammar (Tunisia): A senior civil servant with decades of experience in Tunisia’s public administration.
- Muhammad Adam (Ghana): A diplomat and former ambassador to Spain.
Abu Dhabi’s Rising Tourism Profile
Al Nowais’s nomination further solidifies Abu Dhabi’s growing prominence in the global tourism landscape. The city has recently secured major attractions, including a Disneyland park and a ‘Sphere’ entertainment venue, mirroring the success of Las Vegas. While Dubai is often more recognized for its tourism, Abu Dhabi, as the administrative and financial capital of the UAE, is increasingly asserting its influence in the sector.
