SHAIKHA AL NOWAIS HAS BEEN NOMINATED TO BE THE NEXT SECRETARY GENERAL OF UN TOURISM

Breaking Barriers at the UN
Shaikha Nasser Al Nowais’s historic nomination as the first woman to become Secretary-General of UN Tourism is more than symbolic—it is transformative. Nominated during the 123rd session of the UN Tourism Executive Council in Madrid, she represents the values of inclusivity, innovation, and resilience. Her leadership marks a deliberate shift towards empowering women and amplifying the Global South’s voice in international tourism policy.

Elevating Sustainability as the Tourism Cornerstone
At the heart of her policy agenda is a vision to anchor tourism within the broader framework of the United Nations Sustainable Development Goals (SDGs). Al Nowais plans to introduce new sustainability certification programs tailored to diverse tourism markets and elevate investment in regenerative tourism models. Her strategy includes:

• Green Incentives: Advocating for global policies that reward tourism businesses adopting eco-conscious infrastructure.
• Crisis Recovery Frameworks: Establishing resilient tourism response protocols for pandemics, climate disasters, and political unrest.
• Circular Economies: Promoting a lifecycle-based approach to destination management—linking environmental, cultural, and economic health.

She has already garnered praise for framing tourism as both a driver of peace and pillar of climate responsibility, aligning with UN priorities on climate action and global solidarity.

Innovation and Digital Transformation
Understanding the rapidly evolving demands of global travelers, Al Nowais emphasizes technology as an equalizer. She champions:

• AI-driven Experience Design: Supporting member states in adopting artificial intelligence to personalize travel offerings.
• Blockchain for Trust: Advocating for blockchain use to improve traceability and security in booking systems and carbon offset tracking.
• Smart Destinations: Accelerating the digitization of tourism boards in developing nations with training and technical support.

Her experience at Rotana Hotel Group, where she led digital integration and performance analysis across 100+ properties, uniquely qualifies her to lead this agenda with depth and practical insight.

Shaikha Nasser Al Nowais - Personal and Educational Background

Shaikha Nasser Al Nowais was born and raised in the United Arab Emirates and holds a Bachelor of Science in Business Administration with a major in Finance from Zayed University. Her education was deeply rooted in economic resilience, financial governance, and systems-thinking—skills that have permeated her leadership style.

Career Milestones

1. Rotana Hotel Management Corporation PJSC
As Corporate Vice President for Owner Relationship Management, she spearheaded investment growth and property optimization strategies across 20+ countries. She was instrumental in bringing sustainability protocols and ownership engagement metrics to the forefront of Rotana’s expansion roadmap.

2. First Female Board Member – Dubai Hotel Group (Dubai Chamber)
Here she championed private sector alignment with governmental tourism visions, advocating for female entrepreneurship in hospitality.

3. Chair – Tourism Working Group (Abu Dhabi Chamber)
She led cross-sector forums to address labor mobility, infrastructural gaps, and global partnerships—facilitating dialogue between policymakers and hoteliers.

4. Trustee – Abu Dhabi Hospitality Academy (Les Roches)
A passionate supporter of academic innovation, Al Nowais is a mentor to a new generation of women in tourism and hospitality. Her efforts have increased scholarships for female candidates from rural MENA regions.

5. Advisor – Global Hospitality Asset Managers Association (HAMA)
She offers strategic guidance on asset lifecycle optimization, green hospitality investment, and stakeholder transparency.

Statement of Intent for UN Tourism

In her official statement published on her website, Al Nowais outlines five strategic pillars:

1. UN Tourism as a Platform for All: Restructure governance to be participatory and accountable.
2. Tourism as a Development Driver: Enhance socio-economic outcomes through localized tourism investment.
3. Inclusive Innovation: Democratize access to tourism technology and digital skills.
4. Peacebuilding and Cultural Unity: Reinforce tourism’s role in post-conflict healing.
5. A Resilient Global Tourism Community: Establish disaster preparedness and equitable recovery blueprints.

She concluded: “I am not just a candidate from the UAE. I am a candidate from and for the global South, and for the future.”