Emirati Shaikha Al Nowais named first female UN Tourism Chief

Her election was announced on May 30, 2025, during a vote held at UN Tourism headquarters in Madrid, Spain, with the participation of 35 member states. The outcome was met with international praise, recognizing the UAE’s sustained efforts to drive global tourism development, foster cross-border partnerships, and advance the Sustainable Development Goals.

A milestone for Emirati and Arab Women

Commenting on her appointment, Al Nowais expressed pride in representing the UAE and Arab world, dedicating her victory to the country's leadership, including President His Highness Sheikh Mohamed bin Zayed Al Nahyan and His Highness Sheikh Mohammed bin Rashid Al Maktoum. She also acknowledged the role of Her Highness Sheikha Fatima bint Mubarak, who has long championed the empowerment of Emirati and Arab women.

“This moment is not just a personal achievement—it is a collective triumph for Emirati women and the Arab world,” said Al Nowais. “I am deeply honored by the trust placed in me and will dedicate all my efforts to enhancing the UAE’s leadership on the global tourism map.”

A vision for transformative tourism

Al Nowais emphasised her intention to lead a global transformation in the tourism sector through regenerative tourism practices that benefit both people and the planet. She outlined five strategic pillars that will shape her tenure: promoting responsible tourism that safeguards nature, culture, and communities, empowering youth, women, and underserved populations through capacity-building, leveraging technology to improve quality of life while ensuring ethical use, innovating financing models that support sustainable tourism growth, and institutionalising smart governance with transparency and accountability at its core.

She called for accelerated efforts and innovation in the face of pressing global challenges such as climate change and geopolitical instability, noting that tourism must remain a resilient and adaptable driver of sustainable development.

A distinguished career in hospitality and tourism

With over 15 years of experience in the tourism and hospitality sectors, Al Nowais has made her mark as a forward-thinking leader. She was the first woman to serve on the Board of Directors of the Dubai Hotel Group and played a key role in advancing cooperation between public and private sectors.

She is also a member of the Middle East and Africa Chapter of the Hospitality Asset Managers Association (HAMA), where she has contributed to shaping hospitality investment and asset management strategies. A graduate of Zayed University with a degree in Business Administration and Finance, Al Nowais has received numerous industry accolades, including multiple “Best Hotel Brand” and “Best Business Hotel Chain” awards, as well as recognition by Forbes Middle East for her sustainability leadership.

Her appointment marks a turning point in global tourism leadership and a powerful symbol of progress for gender equity, sustainability, and regional representation at the highest levels of international governance.