Doha Travel Moment: Shaikha Al Nowais Tapped as First Woman Leader of UN Tourism in 2026,Making History

Published on November 20, 2025

In a landmark development for global travel, Shaikha Al Nowais has been officially appointed as the next Secretary-General of UN Tourism, set to begin her term in January 2026. The announcement was made at the 26th General Assembly of UN Tourism in Riyadh, where Member States unanimously confirmed her nomination. This historic appointment marks the first time a woman will lead the organization in its 50-year history, reflecting the growing role of women in leadership positions within global travel.

Shaikha Al Nowais comes to this prestigious role with an impressive background in the hospitality industry. As Corporate Vice President at Rotana Hotels, she has played a key role in shaping the hospitality sector and has deep experience in both the private and public sectors. In addition, she chairs the Abu Dhabi Chamber’s Tourism Working Group and serves on the boards of the Abu Dhabi Businesswomen Council and Les Roches Hospitality Academy, further cementing her expertise in tourism and business.

In her acceptance speech, Al Nowais expressed her excitement about the new role, describing it as a collective victory for the global tourism sector. She emphasized that the success of the industry lies in collaboration, innovation, and shared goals. As the incoming Secretary-General, she outlined five major priorities that will define her leadership: responsible tourism, capacity building, technology for good, innovative financing, and smart governance. These priorities, according to Al Nowais, are intended to make the tourism sector more inclusive, resilient, and human‑focused, ensuring that tourism benefits everyone across the globe.

Priorities for the Future of Global Tourism

Shaikha Al Nowais’s leadership will focus on several key areas designed to reshape how tourism contributes to the world. Here are the core priorities she has outlined for her term as Secretary-General:

• Responsible Tourism: Ensuring that tourism is sustainable, respects local cultures and environments, and promotes positive economic impacts.
• Capacity Building: Fostering the development of local tourism industries through education, skill-building, and training programs to empower workers and enhance regional expertise.
• Technology for Good: Leveraging digital tools to improve the travel experience, enhance data-driven decision-making, and support smarter, more efficient destination management.
• Innovative Financing: Promoting financial solutions that enable tourism development in emerging markets and help fund sustainable tourism projects.
• Smart Governance: Strengthening governance structures within the tourism sector to ensure transparency, accountability, and inclusive growth.

Al Nowais stressed the importance of working collectively to strengthen the tourism industry, which she believes can uplift nations, unite humanity, and provide people with the opportunity to connect with different cultures around the world.

Acknowledging the Outgoing Leadership

In her remarks, Shaikha Al Nowais also took time to commend the outgoing Secretary-General Zurab Pololikashvili, whose leadership played a crucial role in expanding the UN Tourism voice and strengthening its global presence. She expressed gratitude for his vision and commitment, which laid the foundation for the work she intends to build upon.

The General Assembly and the Path Ahead

The appointment of Shaikha Al Nowais as Secretary-General was the highlight of the 26th General Assembly of UN Tourism, which took place after the conclusion of the 124th session of the UN Tourism Executive Council. During the Assembly, delegates from across the world participated in multiple plenary sessions and specialized meetings, discussing critical issues for the tourism sector.

The new Secretary-General was nominated by the UN Tourism Executive Council in May 2025 and was formally confirmed by the General Assembly, which represents the 160 Member States of UN Tourism. This nomination process follows the usual protocol and reflects the broad support for Al Nowais’s leadership across the global tourism community.

Looking to the Future of Global Tourism

Shaikha Al Nowais’s leadership comes at a pivotal time for the global tourism sector. As the world recovers from the impacts of the pandemic, the travel industry faces new challenges such as sustainable development, climate change, and the demand for more responsible tourism practices. With Al Nowais at the helm, UN Tourism will seek to address these challenges by promoting a more inclusive and sustainable approach to global travel.

Al Nowais’s appointment signals a brighter future for the tourism sector, one that prioritizes innovation, inclusivity, and resilience. Her experience in both the private and public sectors will be invaluable as she leads UN Tourism into a new era, focusing on the collective benefit of the global community and the sustainable future of tourism.

Conclusion: A Historic Leadership Transition

As Shaikha Al Nowais prepares to assume office as the first female Secretary-General of UN Tourism in 2026, her leadership promises to usher in a new era of collaboration, sustainability, and inclusivity in global tourism. With a clear vision for responsible travel and innovative solutions to pressing challenges, her tenure will undoubtedly shape the future of the sector for generations to come. For the millions of people around the world whose lives are touched by tourism, Al Nowais’s leadership offers hope for a more connected, compassionate, and sustainable future.

Image Credit : UN Tourism