Shaikha Al Nowais, a prominent business figure from the UAE, has been nominated for the leadership role of the United Nations’ tourism organization. Her candidacy will be presented to the United Nations General Assembly for consideration.
Al Nowais is poised to assume the position of Secretary General of UN Tourism starting in January 2026.
The executive council of the tourism agency convened on May 30 in Madrid to select its leadership for the upcoming four years. A candidate required the backing of at least 18 out of the 35 council members to win the position.
This nomination marks a significant milestone, with Al Nowais set to become the first female leader in the 50-year history of UN Tourism.
Al Nowais and the UAE’s Milestone
Currently, Al Nowais serves as a corporate vice president at Rotana, a well-known hotel group based in Abu Dhabi. In this capacity, she engages with potential investors within the UAE’s tourism sector and manages relationships with owners throughout the Middle East, Africa, Eastern Europe, and Turkey.
She is the daughter of Nasser Al Nowais, who co-founded Rotana and also served as the founder and chairman of Abu Dhabi National Hotels (ADNH), a government-owned hospitality enterprise.
Is a UN Tourism Transformation on the Horizon?
The nomination of Al Nowais adds to a series of tourism achievements for Abu Dhabi, which has recently established its own Disneyland park and plans for a ‘Sphere’ from Sphere Entertainment in Las Vegas. Although Dubai tends to be the more recognized destination in terms of tourism, Abu Dhabi serves as the administrative and financial hub of the UAE, housing the ruler.
The leadership election occurs against the backdrop of significant membership declines within UN Tourism. Countries such as the U.S., Canada, the UK, and several Nordic nations have withdrawn, citing lack of perceived value relative to their financial contributions.
In facing her competitors, Al Nowais contended with five other candidates, including the current Secretary General, Zurab Pololikashvili from Georgia, who was seeking a third term. UN Tourism had initially raised concerns about Pololikashvili’s eligibility for reelection due to term limits, although those issues were later addressed.
Other contenders included: Gloria Guevara of Mexico, a veteran in the tourism arena and former Minister for Tourism in Mexico; Harry Theoharis from Greece, who held the position of Minister of Tourism during Greece’s recovery phase from the Covid-19 pandemic; Habib Ammar from Tunisia, a senior civil servant with extensive experience in public administration; and Muhammad Adam from Ghana, a diplomat and former ambassador to Spain.