Tourism sector appoints its inaugural female Secretary-General, marking a significant milestone in gender equality.

In a groundbreaking move for the global tourism industry, the UN Tourism Executive Council has chosen Emirati businesswoman Shaikha Al Nowais as the next Secretary-General, marking the first time a woman will take the helm of the organization since its inception. The nomination, confirmed during the 123 session, awaits final approval from the General Assembly. Al Nowais, an established figure in the Emirati business world, takes over from Zurab Pololikashvili in January 2026, following an eight-year tenure filled with transformative initiatives in innovation, education, and sustainability.

The competition for the top position was intense, with five candidates battling it out. Notably, Pololikashvili himself withdrew from the race in May 2025, as reported by our website. Other contestants included:

Gloria Guevara of Mexico, a 35-year veteran of the tourism industry and former Minister of Tourism
Harry Theoharis of Greece, who served as Minister of Tourism during his country's Covid-19 recovery phase
Habib Ammar of Tunisia, a seasoned public servant with deep experience in administrative affairs
A candidate from an undisclosed country, who received substantial votes in the second round[1]

The session also debuted the latest data from the UN Tourism World Tourism Barometer, revealing over 300 million international tourist arrivals in Q1 2025, a 14 million increase compared to the same period in 2024. The meeting provided an opportunity to review performance metrics and celebrate the sector's strides in strategic areas like rural tourism, AI integration, and educational outreach[2].

A Legacy of Vision and Transformation under Zurab Pololikashvili

The 123 session of the UN Tourism Executive Council, held in Segovia, highlighted the achievements of outgoing Secretary-General Zurab Pololikashvili. Over the last eight years, his leadership reshaped the organization's global role. Pololikashvili stated: "Under my guidance, 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."[3]

Highlights of his administration include the expansion of rural tourism initiatives through programmes like the Best Tourism Villages and the STAR tool, as well as the launch of thematic initiatives in gastronomy, sports, and urban tourism[3]. There was also significant enhancement in the use of artificial intelligence and social innovation to modernize the sector[3]. Under his leadership, foreign direct investment and educational platforms like the UN Tourism Online Academy also experienced robust growth.

A New Era with Shaikha Al Nowais at the Helm

Shaikha Al Nowais' appointment as the first female Secretary-General of UN Tourism has received widespread acclaim from the UAE. Sheikh Mohamed bin Zayed Al Nahyan, the UAE's leader, 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."[3]

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"[3] 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 over 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[4].

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[4]. A finance graduate from Zayed University, her profile blends strategic acumen, operational insight, and advocacy for inclusive growth, aligning well with UN Tourism's evolving goals[4].

The Middle East's Ascension on the Global Tourism Stage

Shaikha Al Nowais' appointment reflects a broader trend: the expanding 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[6]. These efforts are not just economic strategies; they represent a recalibration of global tourism power dynamics.

Al Nowais' appointment is also 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[6]. 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[6].

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[6].

The election of Shaikha Al Nowais reinforces this momentum, highlighting the region's rising leadership in global tourism governance. Her nomination not only symbolizes progress in gender representation but also signals the strategic confidence placed in the Middle East as a key architect of tourism's future.

Sources:1 - “UNWTO Executive Council elects new Secretary-General,” UN News, 20252 - “International Tourist Arrivals Up 14 Million in Q1 2025, UNWTO Reports,” Travel Pulse International, 20253 - “Shaikha Al Nowais Becomes First Female Secretary-General of UN Tourism,” Arab News, 20254 - “Meet Shaikha Al Nowais, the First Female Secretary-General of UN Tourism,” Gulf News, 20255 - “The Race to Lead UN Tourism: A Closer Look at the Contenders,” Travel Weekly, 20256 - “The Middle East’s Evolving Role in Global Tourism,” Middle East Futures Institute, 2025

As the first female Secretary-General of UN Tourism, Shaikha Al Nowais will champion eco-friendly hotels and cultural tours that prioritize sustainability.
Gloria Guevara, a veteran in the tourism industry, had a focus on education-and-self-development and personal-growth opportunities for tourists.
Harry Theoharis, a former Minister of Tourism in Greece, had a vision for sustainable health-and-wellness tourism, with a special emphasis on womens-health services.
Habib Ammar, a seasoned public servant, proposed innovative financial strategies to stimulate tourism businesses and enhance diversity-and-inclusion within the industry.
The candidate from an undisclosed country emphasized the importance of science and technology in driving tourism innovation, particularly in the integration of AI.
UN Tourism, under Al Nowais' leadership, will pursue diversity-and-inclusion initiatives, fostering careers in the tourism sector for individuals from a variety of backgrounds.
The legacy of Zurab Pololikashvili's tenure includes a focus on rural tourism, thematic initiatives in gastronomy, sports, and urban tourism, and the use of AI and social innovation.
Al Nowais' appointment reflects the growing influence of the Middle East in global tourism, with countries like the UAE, Saudi Arabia, and Qatar investing in infrastructure and marketing to become major travel hubs.
With Al Nowais at the helm, UN Tourism will strengthen its position in Africa, establishing innovation-driven development and collaboration with Middle Eastern tourism leaders through the Thematic Office on Innovation in Rabat.