In a landmark moment for global leadership and women’s empowerment, Shaikha Nasser Al Nowais from the United Arab Emirates UAE has made history by becoming the first woman ever to head the United Nations World Tourism Organization (UN Tourism). Her election marks a major milestone, not only for the UAE, but also for gender equality in global governance and the tourism industry itself.
Her appointment took place during the 123rd session of the organization’s Executive Council in Segovia, Spain, where she secured a majority vote from member states. Once ratified by the UN General Assembly, she will officially assume office in January 2026 for a four‑year term.
Breaking a 50‑Year Barrier
Since its establishment in 1975, the UN Tourism body has never before been led by a woman. With her upcoming tenure, Shaikha Nasser Al Nowais shatters that half‑century‑old barrier.
For the UAE, her election aligns neatly with national ambitions and the country’s Vision 2040 focus on empowering Emirati women and expanding leadership roles. In fact, UAE leadership praised the appointment as reinforcing those commitments.
Who is Shaikha Nasser Al Nowais?
Her professional and personal trajectory makes this achievement all the more significant. She brings over 16 years of international experience to this role combining deep hospitality industry credentials, public‑private sector engagement, and leadership in women’s capacity building.
Past roles include serving as Corporate Vice President at the hospitality firm Rotana Hotels, overseeing owner‑relations across the Middle East, Africa and Eastern Europe. She also chaired the Abu Dhabi Chamber’s Tourism Working Group, and sits on the board of the Abu Dhabi Businesswomen Council and Les Roches Hospitality Academy.
Her own comments make clear the symbolic weight of the appointment: she noted that her nomination reflects “the importance our country places on empowering Emirati women in leadership positions.
A Bold Vision for Tourism
Stepping into the role at a time when tourism globally faces multiple headwinds geopolitical instability, climate change, rapidly evolving digital technologies her leadership is set to focus on innovation, sustainability and inclusive growth.
Her Five‑Pillar vision includes:
- Responsible tourism: protecting environmental and cultural heritage.
- Capacity building: especially for youth and women in the sector.
- Technology for good: leveraging AI and digital tools to enhance traveler experience.
- Innovative financing: mobilising new investment for sustainable growth.
- Smart governance: fostering transparent, ethical leadership among member states.
Why This Matters
First, the appointment is a major win for gender equality in international institutions, illustrating that women from the region can attain top global leadership positions.
Second, for the UAE it signals maturity in soft‑power diplomacy and a reaffirmation of its strategy to diversify its economy beyond oil and deepen its global footprint.
Third, for the tourism industry this could mark a shift in how the sector is governed: more inclusive, more digital, more climate‑aware.
Message to the Next Generation
In her remarks, Shaikha Nasser Al Nowais offered advice to aspiring leaders: “Don’t wait for permission to lead. Always ask questions. The Times of India Her message resonates especially with young Emirati women, but also more broadly with anyone seeking to break through traditional barriers.
Looking Ahead
When she officially begins her term in January 2026, the global tourism community will be keen to see how her agenda is translated into action. Key questions include: how effectively can AI and digital innovation be scaled across emerging destinations? How will funding models for sustainable tourism evolve under her leadership? And how much will women, youth and underserved communities benefit?
What is clear is that the moment itself is historic. The election of Shaikha Nasser Al Nowais marks the end of a long‑standing gender barrier within the UN tourism agency, and opens new possibilities for leadership models in the sector. Her leadership may well redefine global tourism for the second half of this decade placing sustainability, inclusivity and innovation at its core.
For the UAE, it offers a powerful narrative: one of national ambition, global relevance and women leading at the highest levels. And for aspiring leaders everywhere, it sends a simple message: boundaries exist to be broken.
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