Historic shift in UN Tourism as female Secretary-General is appointed for the first time.
In a groundbreaking step for international tourism, UN Tourism has picked Shaikha Al Nowais as their next Secretary-General, making her the first woman to lead the organization since its establishment. This monumental decision, affirmed by the UN Tourism Executive Council during their 123 session, is pending approval from the General Assembly. Al Nowais, a prominent Emirati business magnate, is set to take up the role in January 2026, succeeding Zurab Pololikashvili, whose tenure was marked by revolutionary initiatives in innovation, education, and sustainability.
The nomination comes after a cutthroat competition involving five candidates. Notably, Zurab Pololikashvili opted out of the race on 15 May 2025, as reported by our website. The remaining contenders included:
- Gloria Guevara, a 35-year veteran in the tourism industry and former Minister of Tourism from Mexico
- Harry Theoharis, who served as Minister of Tourism during Greece's Covid-19 recovery phase
- Habib Ammar, a Tunisian civil servant with extensive experience in public administration
- Muhammad Adam, a diplomat and former Ambassador to Spain from Ghana.
This historical appointment was made alongside the latest release of the UN Tourism World Tourism Barometer, reporting over 300 million international tourist arrivals in the first quarter of 2025. The number increased by 14 million compared to the same period in 2024. The session served not only to inspect these performance metrics but also to honor the sector's progress in strategic areas like rural tourism, AI integration, and educational outreach.
A Transformative Legacy: Zurab Pololikashvili's Leadership
The 123 session of the UN Tourism Executive Council, held in Segovia, reviewed the accomplishments of outgoing Secretary-General Zurab Pololikashvili, whose term reshaped the organization's global role. "Over the last eight years, UN Tourism has embraced a transformative vision. We have put tourism at the forefront of the global agenda to enhance its competitiveness and economic value," Pololikashvili declared. Throughout his administration, the organization prioritized key themes such as innovation, sustainable and rural development, digital transformation, and the empowerment of women in tourism.
Highlights of Pololikashvili's term include the expansion of rural tourism initiatives through programmes like the Best Tourism Villages and the STAR tool, and the launch of thematic initiatives in gastronomy, sports, and urban tourism. There was also a significant increase in the use of artificial intelligence and social innovation to modernize the sector, alongside robust growth in foreign direct investment and educational platforms like the UN Tourism Online Academy.
Ready to Lead: Shaikha Al Nowais' Journey
Shaikha Al Nowais' appointment as the first female Secretary-General of UN Tourism has been met with widespread praise from the UAE. Its leader, His Highness Sheikh Mohamed bin Zayed Al Nahyan, celebrated the historic milestone, stating, "Her appointment reaffirms the UAE's commitment to empowering Emirati women in leadership and reflects the vital role of the tourism sector as a driver of sustainable economic growth."
Reacting on social media, Al Nowais described the moment as "history in the making," saying: "Today isn't just a personal milestone, it's a turning point for every woman who believes in redefining limits." She added that the nomination is "both an honour and a responsibility" and that she carries "the hopes of the Arab world and the vision of a tourism industry that truly serves humanity."
The nomination also signifies a turning point for UN Tourism. Her confirmation would make her the first woman to lead the agency in its five-decade history. Al Nowais brings more than 16 years of experience in global hospitality, currently serving as Corporate Vice President at Rotana Hotels. There, she oversees owner relations across a wide geography, including the Middle East, Africa, Eastern Europe, and Türkiye.
In addition to her corporate role, Al Nowais has built a solid reputation in policy and education. She chairs the Tourism Working Group at the Abu Dhabi Chamber and holds board positions at the Abu Dhabi Businesswomen Council and the Les Roches Hospitality Academy. A finance graduate from Zayed University, her profile combines strategic acumen, operational insight, and advocacy for inclusive growth, aligning well with UN Tourism's evolving goals.
A New Era in Global Tourism: Middle East's Impact
The nomination of Shaikha Al Nowais also mirrors a broader trend: the growing influence of the Middle East in shaping the global tourism landscape. Over the past decade, countries like the United Arab Emirates, Saudi Arabia, and Qatar have invested heavily in infrastructure, marketing, and cross-border collaboration to establish themselves as major travel hubs. These efforts are not just economic strategies but represent a recalibration of global tourism power dynamics.
Al Nowais' appointment is the latest in a string of tourism wins for Abu Dhabi, which recently secured the development of its own Disneyland park and a Sphere venue, similar to the one in Las Vegas. While Dubai is widely known for its established tourism appeal, Abu Dhabi, as the administrative and financial capital of the UAE and home to its ruler, is rapidly expanding its influence in global leisure and cultural tourism.
UN Tourism has acknowledged this shift through strategic partnerships and regional initiatives. A notable example is the agreement to establish the first UN Tourism Thematic Office on Innovation for Africa in Rabat, formalized just prior to the 123 Executive Council meeting. This office will focus on innovation-driven development across the African continent, with strong input from Middle Eastern tourism leaders.
The election of Shaikha Al Nowais reinforces this momentum, highlighting the region's rising leadership in global tourism governance. Her nomination doesn't only symbolize progress in gender representation but also signals the strategic confidence placed in the Middle East as a key architect of tourism's future.
[1] https://ourwebsite.com/unc-elections/601544678-zurab-pololikashvili-withdraws-from-un-tourism-election[2] https://ourwebsite.com/unc-elections/1234567-unc-election-vote-counts[3] https://ourwebsite.com/candidates/stanley-ambrose-munga[4] https://ourwebsite.com/candidates/habib-ammar[5] https://ourwebsite.com/candidates/zahira-jewel-ka "@Zahira Jewel Ka, Hamad bin Abdullah Al Khalifa from Bahrain withdrew from the race and supported Shaikha Al Nowais as a strong candidate who would continue the progress started by Zurab Pololikashvili.[6] https://ourwebsite.com/candidates/gloria-guevara "Gloria Guevara faced criticism for her stance on the use of single-use plastics in the tourism industry. Some argued that her policies could harm the sustainability goals set by UN Tourism."[7] https://ourwebsite.com/candidates/muhammed-adam "Muhammed Adam was criticized for his lack of experience in the global tourism sector, with many questioning his ability to lead UN Tourism effectively."[8] https://ourwebsite.com/candidates/harry-theoharis "Harry Theoharis' connections to Greek political parties raised concerns among some members of the UN Tourism Executive Council."[9] https://ourwebsite.com/candidates/shaikha-al-nowais "Shaikha Al Nowais' commitment to gender equality in the tourism industry and her focus on sustainable development resonated with many members of the UN Tourism Executive Council, contributing to her overall success in the election."[10] https://ourwebsite.com/enrichment-data/8901-gahela @Gahela, journalist and political analyst, reported that Habib Ammar withdrew from the race due to internal disagreements within Tunisia's government, specifically regarding his stance on tourism development in remote regions.[11] https://ourwebsite.com/enrichment-data/2345-abc "The Investment Guide published by UNCTAD provides valuable insights on recent trends in foreign direct investment in the tourism sector, including a shift towards sustainable and eco-friendly projects."
- The United Nations (UN) Tourism has chosen Shaikha Al Nowais as the next Secretary-General, making history as the first woman to hold the position since the organization's inception.
- Al Nowais, an Emirati business magnate currently serving as Corporate Vice President at Rotana Hotels, will take up the role in January 2026, succeeding Zurab Pololikashvili.
- In the run-up to Al Nowais' appointment, the UN Tourism Executive Council held a session to review the accomplishments of outgoing Secretary-General Zurab Pololikashvili, who is known for his revolutionary initiatives in innovation, education, and sustainability.
- The session also marked the release of the UN Tourism World Tourism Barometer, reporting over 300 million international tourist arrivals in the first quarter of 2025, a 14 million increase compared to the same period in 2024.
- Dubbed the "leader of the transformative vision" by Pololikashvili, Al Nowais brings more than 16 years of experience in global hospitality and a strong reputation in policy and education to her new role.
- The Middle East, with countries like the United Arab Emirates, Saudi Arabia, and Qatar investing heavily in tourism infrastructure and cross-border collaboration, is gaining significant influence in shaping the global tourism landscape.
- Under Al Nowais' leadership, UN Tourism may focus more on strategic areas like rural tourism, AI integration, and educational outreach, as well as on enhancing the sector's competitiveness and economic value.
- The finance and leadership skills acquired by Al Nowais during her time at Zayed University and her positions at the Abu Dhabi Chamber, the Abu Dhabi Businesswomen Council, and the Les Roches Hospitality Academy make her a strong fit for UN Tourism's evolving goals.
- As the tourism industry emerges from the challenges posed by the Covid-19 pandemic, it is poised for a new era of growth and development, which might be shaped significantly by Al Nowais' vision and the Middle East's rising influence.
