UAE national Sheikha Nasser Al Nowais will take charge as Secretary-General of the United Nations Specialized Agency for Tourism in early 2026, following her confirmation by 160 member states at the organization’s General Assembly in Riyadh. Her appointment marks the first time a woman will lead the agency since its founding five decades ago.
With a background spanning corporate leadership and tourism development, Al Nowais serves as Corporate Vice President at Rotana Hotels, chairs the Abu Dhabi Chamber’s Tourism Working Group and sits on the boards of the Abu Dhabi Businesswomen Council and Les Roches Hospitality Academy.
Speaking after her confirmation, Al Nowais described the moment as a shared milestone for the global tourism community.
“This is a triumph for all of us. It is a shared moment that reflects our collective vision for a stronger, more connected and more compassionate world of tourism”, she said.
“Together, we represent the hopes of millions whose lives are touched by this sector. Together, we carry the belief that tourism, at its best, can uplift nations and unite humanity".
She outlined five key priorities for her tenure: responsible tourism, capacity building, technology for good, innovative financing and smart governance, describing these as essential to creating a more inclusive and resilient sector.
Al Nowais also acknowledged outgoing Secretary-General Zurab Pololikashvili for his “vision, commitment and role in strengthening UN Tourism’s voice and global presence".
The confirmation came on the opening day of the 26th UN Tourism General Assembly, which followed the 124th session of the Executive Council. Delegates this week are discussing progress on a joint Programme of Work focused on investment, innovation and expanding educational opportunities in tourism.