From successful Emirati businesswoman to leading international tourism: who is Shaikha al-Nowais, the first woman to head UN Tourism?

Emirati businesswoman Shaikha al Nowais , one of the pioneers in introducing sustainability into the tourism sector in the United Arab Emirates (UAE) , became this Friday, May 30, the first woman to lead UN Tourism , after already making history in 2023 by running for the organization's secretary-general.

The election took place within the framework of the 123rd Executive Council of the organization, which on this occasion was held at the Royal Site of San Ildefonso ( Spain ).

Her nomination as the new Secretary-General of UN Tourism for the 2026-2029 period must be ratified by the UN General Assembly, which will be held in November in Riyadh, Saudi Arabia.

If her appointment is confirmed at the end of the year, she will be the first woman to lead the organization since its founding in 1975.

Shaikha Al Nowais emerged victorious in the second round of the election with 24 votes over Greek candidate Harry Theoharis.

With over 16 years of experience in corporate management, sustainability, and economic development—as indicated on her personal website—Al Nowais is a respected businesswoman recognized for her commitment to the sustainable development of the tourism sector , particularly in her country and elsewhere in the Middle East.

Until now, she was Corporate Vice President of Owner Relations at the Rotana hotel group , one of the largest in the region, where she played a key role in "driving sustainable tourism initiatives in the Middle East, Africa, Eastern Europe, and Turkey, her areas of expertise," according to her brief biography.

📢 At the 123rd Executive Council in La Granja, Member States names Shaikha Al Nowais as its nominee for Secretary-General of UN Tourism, marking the start of a new chapter in global #tourism leadership.

🔗 https://t.co/FlAAzuUefR #BringingTheWorldCloser pic.twitter.com/mCRfgJLVov

— UN Tourism (@UNWTO) May 30, 2025

She also serves as Chair of the Tourism Working Group at the Abu Dhabi Chamber of Commerce and Industry and is a member of the Emirates Tourism Council Advisory Board , where she has driven reforms and initiatives to diversify the Emirati economy, a priority for this small, hydrocarbon-dependent country.

She also serves on the Board of the Abu Dhabi Women Business Council and the Board of Directors of Les Roches Hospitality Academy, where she champions policy advocacy, economic inclusion, and industry education.

A finance graduate from Zayed University , Shaikha al-Nowais made history in 2023 by becoming the first Emirati woman to run for Secretary-General of UN Tourism, with the aim of promoting "responsible, sustainable and universally accessible tourism," according to her campaign.

Its goal is also to ensure that tourism "stimulates economic growth and enriches global communities," while promoting cultural exchange and tolerance, values ​​that are strongly embedded in the foreign policy of the Emirati government.

On the other hand, it also aims to promote the use of technology and innovation in the tourism sector , where it intends to include artificial intelligence (AI) and virtual reality (VR), as well as blockchain to improve the "efficiency and personalization of services" for guests.