The United Nations World Tourism Organisation (UNWTO) has elected Shaikha Nasser Al Nowais as its next Secretary-General for the 2026–2029 term, following a majority vote by over 160 member countries
In a landmark decision, the United Nations World Tourism Organisation (UNWTO) has elected Shaikha Nasser Al Nowais as its new Secretary-General for the 2026–2029 term, following her nomination and confirmation by a majority vote of more than 160 member countries. The appointment was ratified during the 26th session of the UNWTO General Assembly, held in Riyadh, Saudi Arabia, from 7th to 11th November.
Shaikha Nasser Al Nowais successfully completed all stages of nomination, election, and confirmation in line with UNWTO protocols, becomes the first woman globally and the first Emirati to lead the organisation in its 50-year history. Her election marks an unprecedented achievement for the UAE and underscores the international community’s confidence in Emirati leadership and the nation’s ongoing commitment to empowering women and advancing global cooperation.
The UAE delegation to the General Assembly was led by Abdullah bin Touq Al Marri, Minister of Economy and Tourism, who hailed the election as a momentous milestone for the country, the Arab region, and the global tourism sector.
“We are witnessing a historic moment — not only for the United Arab Emirates but for the entire Arab world and the international tourism community,” said Abdullah bin Touq. “The election of the first woman to lead the global tourism system reflects the world’s recognition of the UAE’s leadership in tourism, economic diplomacy, and sustainable development. It reaffirms our growing role in promoting cultural exchange and shaping the future of tourism.”
Abdullah bin Touq attributed this success to the visionary leadership of President His Highness Sheikh Mohamed bin Zayed Al Nahyan, His Highness Sheikh Mohammed bin Rashid Al Maktoum, Vice President, Prime Minister and Ruler of Dubai, and His Highness Sheikh Mansour bin Zayed Al Nahyan, Vice President, Deputy Prime Minister and Chairman of the Presidential Court. Their commitment to excellence, innovation, and the empowerment of national talent, he said, continues to strengthen the UAE’s position as a trusted partner in global economic and development initiatives.
Expressing gratitude to UNWTO member states for their confidence and support, Abdullah noted that this achievement will inspire greater efforts to enhance the UAE’s contributions to shaping a more sustainable and inclusive future for global tourism. He highlighted the UAE’s decades-long success in establishing itself as one of the world’s leading tourism destinations, supported by advanced infrastructure, sustainable investments, and a cultural diversity rooted in values of tolerance and openness.
Abdullah reaffirmed the UAE’s ongoing commitment to supporting UNWTO programmes and partnerships focused on sustainability, digital transformation, and human capital development. He also underscored the role of the UAE’s aviation sector, whose global connectivity has helped position the nation as a hub for economic, cultural, and knowledge exchange between East and West.
Tourism as a Bridge for Humanity
Addressing the General Assembly, Shaikha Nasser Al Nowais expressed profound gratitude to member states for their trust, pledging to lead with integrity, collaboration, and a forward-looking vision during a pivotal era for global tourism.
“Tourism is not merely an economic industry,” she said. “It is a bridge for human connection and a cornerstone for fostering understanding, peace, and sustainable development among peoples and cultures worldwide.”
Shaikha Nasser Al Nowais, the UAE’s visionary leadership for its steadfast commitment to empowering women and fostering innovation across all sectors, including tourism — now recognised as a major driver of sustainable development. Her appointment, she said, reflects the UAE’s growing influence in shaping global tourism policy and advancing shared prosperity.
Outlining her vision for the organisation, Shaikha Nasser pledged to turn challenges into opportunities, redesign tourism systems to serve local communities, and strengthen partnerships that expand UNWTO’s capacity to support developing nations through training, financing, and knowledge exchange.
“Together — governments, organisations, private sector partners, and civil society — we will usher in a new phase of collaboration built on innovation, empowerment, and sustainability,” she said. “Our goal is to make tourism an inclusive force for good, creating opportunities for youth, women, and local communities worldwide.”
UNWTO’s 26th General Assembly: A Global Dialogue for the Future of Tourism
The 26th session of the UNWTO General Assembly convened government leaders, policymakers, and industry experts to deliberate on the future of global tourism. Discussions focused on enhancing sustainability, developing human capital, and promoting innovation and digital transformation across destinations worldwide.
Member states explored new frameworks to strengthen tourism’s resilience in the post-pandemic era, ensuring the sector continues to drive inclusive economic growth, environmental preservation, and cultural understanding for generations to come.
