UN Tourism confirms UAE’s Shaikha Al Nowais as new Secretary-General

Al Nowais successfully completed all stages of nomination, election and confirmation in accordance with the organisation’s protocol, marking an unprecedented achievement.

This announcement came during the participation of a delegation from the UAE, led by Abdullah bin Touq Al Marri, Minister of Economy and Tourism, in the 26th session of the UNWTO General Assembly, hosted in Riyadh, Saudi Arabia, from 7th to 11th November.

With this election, Shaikha Al Nowais becomes the first woman in the world and the first Emirati ever to lead the organisation since its founding 50 years ago, a milestone that reflects the international community’s confidence in Emirati talent and leadership, and the UAE’s success in empowering women and strengthening their global leadership presence.

Abdullah bin Touq stated, “We are witnessing a milestone moment - not only for the United Arab Emirates but for the entire Arab region and the global tourism sector. The election of the first woman to lead the world tourism system reflects a unanimous international recognition of the UAE’s distinguished position in tourism and economic diplomacy. It also confirms our leading and growing role in promoting sustainable tourism development and cultural exchange among the peoples of the world.”

He added that this milestone reflects the wise leadership and vision of President His Highness Sheikh Mohamed bin Zayed Al Nahyan, His Highness Sheikh Mohammed bin Rashid Al Maktoum, Vice President, Prime Minister and Ruler of Dubai, and His Highness Sheikh Mansour bin Zayed Al Nahyan, Vice President, Deputy Prime Minister and Chairman of the Presidential Court - a vision that champions excellence, innovation, and the empowerment of national talent to make influential contributions in international organisations, solidifying the UAE’s role as a trusted partner in global economic development initiatives.

Abdullah bin Touq extended his gratitude to all UNWTO member states for their confidence and support in electing an Emirati woman to this leadership role, emphasising that this historic achievement motivates further efforts to strengthen the UAE’s contribution to shaping a more sustainable and prosperous future for global tourism.

He also highlighted the UAE’s success, over past decades, in establishing itself as one of the world’s leading tourism destinations, thanks to its advanced infrastructure, sustainable investments, and cultural diversity rooted in values of tolerance and openness.

He reaffirmed the UAE’s commitment to supporting the UNWTO’s programmes and action plans in the coming years, and to strengthening international partnerships in the tourism sector. This includes sharing expertise and best practices, promoting collaboration between governments, the private sector, and civil society, and advancing sustainable tourism goals.

Abdullah bin Touq also pointed out that the UAE’s aviation sector has played a central role in reinforcing the country’s global position in tourism and travel, with Emirati airlines connecting East and West, facilitating the movement of travelers, entrepreneurs, students, and tourists — transforming the UAE into a global hub for economic, cultural, social, and knowledge exchange.

Addressing the UNWTO General Assembly, Al Nowais expressed her deep gratitude to all UNWTO member states for their trust and support, affirming her commitment to this global responsibility during a period that requires collective effort and forward-looking vision.

She stated, “Tourism is not merely an economic industry; it is a bridge for human connection and a cornerstone for promoting understanding, peace, and sustainable development among peoples and cultures worldwide.”

She emphasised that her achievement would not have been possible without the visionary leadership of the UAE and its unwavering support for empowering Emirati women across all sectors, including tourism, now one of the main drivers of sustainable development. This accomplishment, she said, reinforces the UAE’s influential role in shaping global tourism policies and directions in the years ahead.

“Together - governments, organisations, private sector partners, and civil society - we will lead a new phase of collaborative work based on innovation, empowerment, and sustainability, with a focus on developing human capabilities. We aim to make tourism an inclusive sector that creates opportunities for all - especially youth, women, and local communities - to drive sustainable growth and global cultural exchange.”

Al Nowais outlined her vision for leading global tourism, centred on turning challenges into opportunities and redesigning tourism systems to meet local community needs while strengthening national economies. She emphasised the importance of partnerships to expand the organisation’s capacity to support developing countries through training, capacity-building, financing, and knowledge sharing.

The 26th session of the UNWTO General Assembly featured a series of intensive meetings of the General Assembly and the Executive Council, covering a wide range of strategic topics related to international tourism programmes.

Discussions focused on enhancing tourism sustainability at regional and global levels, developing human capital and professional skills in tourism, promoting digital transformation and innovation in global destinations, and improving tourism experience quality and competitiveness among member states.

They also opened pathways for advancing sustainable tourism models that protect the environment and local communities while driving global economic growth, innovation, and investment - ensuring that tourism remains a key pillar of inclusive and sustainable economic development for future generations.

The session included in-depth discussions on the future of global tourism in the post-pandemic era, highlighting the need to rebuild the sector on stronger, more resilient, and diversified foundations that balance economic growth with environmental and cultural preservation.

Earlier, it was reported that CNN Travel named Almaty as the top destination for 2025.