Shaikha Nasser Al Nowais has been nominated as the Secretary-General of the United Nations World Tourism Organization (UNWTO) for the 2026–2029 term, with the official confirmation expected in November. This appointment marks a significant milestone in the global tourism sector, highlighting the growing influence of leaders from the Middle East in shaping international travel and hospitality standards.
Currently, Al Nowais serves as the Corporate Vice President of Owner Relationship Management at Rotana, one of the region’s leading hotel groups. In this capacity, she has been instrumental in strengthening partnerships with property owners, enhancing operational performance, and driving sustainable tourism initiatives. Her work at Rotana has earned recognition for its strategic vision and innovative approach to hospitality management.
With a career spanning over 16 years, Al Nowais brings extensive expertise in multiple facets of the tourism and hospitality industry. Her experience includes strategic partnerships, operational efficiency, and the development of sustainable tourism projects. Throughout her career, she has worked across diverse regions including the Middle East, Africa, Eastern Europe, and Türkiye, providing her with a unique perspective on global tourism trends and market dynamics.
Her nomination is particularly notable for its emphasis on sustainable tourism, a field in which Al Nowais has actively championed projects that balance economic growth with environmental responsibility. She has advocated for initiatives that not only attract visitors but also preserve cultural heritage, promote local economies, and ensure long-term environmental stewardship.
Colleagues and industry leaders have praised her ability to blend strategic insight with operational expertise, fostering collaboration among stakeholders and driving measurable results. Her leadership style emphasizes inclusivity, innovation, and practical solutions to complex challenges, positioning her as a transformative figure for the UNWTO.
If confirmed, Al Nowais will become one of the few leaders from the Middle East to hold such a prominent position in the global tourism arena. Her tenure is expected to focus on promoting international cooperation, advancing sustainable tourism practices, and supporting the recovery and growth of the sector in a post-pandemic world.
Al Nowais’ nomination underscores the UNWTO’s commitment to elevating voices with proven leadership and a forward-looking vision. Her appointment represents both a personal achievement and a broader step toward inclusive and sustainable global tourism development, signaling an exciting chapter for the industry in the coming years.
