According to the May 2025 World Tourism Barometer from UN Tourism, more than 300 million tourists travelled internationally in the first quarter of the year—14 million more than the same period in 2024. This remarkable surge highlights the resilience of the global tourism sector and sets a confident tone for its continued recovery and evolution.
Building on this momentum, UN Tourism Member States convened to assess progress and renew their commitment to innovation, sustainability, and resilience. Secretary-General Zurab Pololikashvili emphasized the transformative path the organization has followed over the past eight years:
We have put tourism at the forefront of the global agenda to enhance its competitiveness and economic value. And we have never lost sight of our key priorities: education, investments, sustainable and rural development, women empowerment, new technologies, and international expansion.”
This milestone moment underscores a collective vision: to redefine global tourism through forward-thinking leadership and inclusive, long-term growth.
UNTourism -- Real Sitio de San Ildefonso, Segovia, Spain
In a landmark moment for global tourism and gender equality, the UN Tourism Executive Council has nominated Shaikha Al Nowais as the next Secretary-General of UN Tourism, set to take office in January 2026. Upon confirmation by the General Assembly, she will become the first woman to lead the organization in its 50-year history—a historic step forward for inclusion and progress in the sector.
This announcement was made during the Council’s 123rd session in Segovia, Spain, where Member States gathered to reflect on the achievements of the past eight years and chart a bold path forward. The Council emphasized innovation, sustainability, and education as pillars for the future of global tourism, buoyed by the impressive resurgence in international travel—over 300 million tourists in the first quarter of 2025 alone.
Shaikha Al Nowais, an accomplished Emirati business leader, brings over 16 years of international hospitality experience to her candidacy. As Corporate Vice President at Rotana Hotels, she has played a pivotal role in expanding tourism partnerships across the Middle East, Africa, Eastern Europe, and Turkey. A Zayed University graduate in Finance, she also chairs the Abu Dhabi Chamber’s Tourism Working Group and contributes her expertise through board roles in the Abu Dhabi Businesswomen Council and Les Roches Hospitality Academy.
Current Secretary-General Zurab Pololikashvili, who has led the organization through a transformative period, welcomed the nomination as a continuation of momentum.
Over the last eight years, we have placed tourism at the heart of global economic growth, innovation, and sustainability. Shaikha Al Nowais embodies the values and vision that will lead UN Tourism into a brighter, more inclusive future.”
The Council’s session also spotlighted major achievements: a robust digital education ecosystem through the UN Tourism Online Academy, strong foreign investment figures, expanded initiatives in rural and gastronomy tourism, and the strategic integration of artificial intelligence. These efforts have laid the foundation for a smarter, more resilient tourism sector.
A particularly exciting development is the establishment of the first UN Tourism Thematic Office on Innovation for Africa in Rabat, Morocco. The office, created in partnership with Morocco’s Ministry of Tourism, will champion innovation-driven development across the African continent, aligning with the 2030 Agenda for Sustainable Development.
With a renewed focus on data-driven insights, sustainable practices, and inclusive leadership, UN Tourism is entering a new era—one where diversity, innovation, and education will define the global travel landscape. Shaikha Al Nowais’s nomination is not just a breakthrough for women in leadership, but a powerful signal of transformation in one of the world’s most dynamic sectors.
Shaikha Nasser Al Nowais -- photo Credit, UNTourism -- Real Sitio de San Ildefonso, Segovia, Spain
About Al Nowais :
Creating an engagement in redefining global tourism through sustainability, innovation, and inclusive economic growth.”
— Shaikha Nasser Al Nowais
Shaikha Nasser Al Nowais is a distinguished Emirati leader in global tourism and hospitality, known for her on-the-ground expertise in corporate governance, audit, sustainability, and economic development.
As Corporate Vice President of Owner Relationship Management at Rotana Hotels, she has led diverse teams in driving strategic partnerships, operational efficiency, inclusivity, and sustainable tourism development. Her regional remit includes the Middle East, Africa, Eastern Europe, and Turkey, where she has played a key role in expanding Rotana’s presence and impact.
Beyond her corporate responsibilities, Shaikha Al Nowais is a prominent advocate for tourism policy, economic empowerment, and industry education. She currently serves as Chairwoman of the Tourism Working Group at the Abu Dhabi Chamber, Board Member of the Abu Dhabi Businesswomen Council, member of the Advisory Board of the UAE Tourism Council, and Trustee at Les Roches Hospitality Academy.
A Finance graduate from Zayed University, she brings over 16 years of comprehensive experience in the global hospitality sector. Her vision is anchored in creating a more sustainable, inclusive, and innovative tourism ecosystem for future generations.
