The World Tourism Organization, based in Madrid, has elected Shaikha Nasser Al Nowais as its new Secretary General, making history in its five-decade existence. The Emirati candidate received 24 votes in the second round of elections held during the executive council meeting at the Royal Site of San Ildefonso in La Granja, Segovia, becoming the first woman to lead UNWTO since its inception.

This appointment represents an unprecedented advancement in the sector’s history, establishing Al Nowais as an influential leader in the global hospitality and tourism arena. With over 16 years of hands-on experience in the industry, her profile combines business leadership, governance, sustainability, and economic development, all crucial to tackling tourism challenges in a constantly changing world.

Shaikha Al Nowais is a renowned leader in global tourism and hospitality, with a career spanning from corporate governance to sustainability and digital transformation initiatives. As the Corporate Vice President for Owner Relations Management at Rotana Hotels, she has led teams to promote strategic partnerships, inclusion, and development, playing a pivotal role in optimizing operational efficiency and leading sustainable tourism initiatives across the Middle East, Africa, Eastern Europe, and Turkey.

Her leadership goes beyond the hotel industry: she chairs the Tourism Working Group at the Abu Dhabi Chamber of Commerce, is a member of the Women’s Business Council of Abu Dhabi, and is part of the advisory board of the UAE Tourism Council and the board of directors of the renowned hospitality school Les Roches. From these positions, she drives public policies, economic inclusion, and education within the tourism industry.

Holding a degree in Finance from Zayed University, Al Nowais blends academic training with solid practical experience, promoting initiatives that encourage sustainability, technological innovation, and economic empowerment. Her vision as Secretary General of UNWTO focuses on enhancing sustainability, digital transformation, ethical governance, arts, and culture, aiming to make tourism a catalyst for global inclusion and prosperity.

Appointed by the Ministry of Economy and the Ministry of Foreign Affairs of the United Arab Emirates, Al Nowais is recognized as a progressive leader committed to economic development and environmental protection.

Her leadership arrives at a time when the organization faces challenges related to scandals and accusations against its current Secretary General, Zurab Pololikashvili, leading to calls for early resignation from various countries, including Spain. Al Nowais’s election presents an opportunity to strengthen transparency, innovation, and resilience in international tourism governance.

The electoral process, which brought together delegates from 42 countries in Segovia, reaffirmed Madrid’s importance as a global tourism epicenter and underscored the need for leadership that promotes a more ethical, diverse, and innovative sector. Her election not only represents a stride in gender equality but also marks a new era for UNWTO, focused on building a more sustainable, transparent, and technologically advanced future.

With her experience and vision, Al Nowais promises to lead the organization towards a horizon where tourism becomes a motor of inclusion, innovation, and global prosperity, reaffirming the organization’s commitment to a responsible and resilient sector.