Shaikha Al Nowais Makes History as UNWTO Leader

Shaikha Nasser Al Nowais has etched her name in history by becoming the inaugural woman and Emirati leader of the United Nations World Tourism Organisation (UNWTO) for the 2026–2029 term. Elected by over 160 countries, her new role signifies a strong global trust in her leadership abilities and highlights the UAE’s burgeoning impact in the fields of tourism and international cooperation.

This announcement was made during the 26th UNWTO General Assembly in Riyadh, Saudi Arabia, running from November 7 to 11. A delegation from the UAE, led by Abdullah bin Touq Al Marri, Minister of Economy and Tourism, played a significant role in the discussions.

The meticulous nomination and election process confirmed Al Nowais’ exceptional qualifications and international acclaim. This landmark achievement showcases the UAE’s dedication to empowering women and showcasing Emirati prowess on the global stage.

Minister Abdullah bin Touq Al Marri hailed this election as a watershed moment not just for the UAE but for the Arab region and the broader tourism landscape. He emphasized the UAE’s accomplishments in sustainable tourism, advanced infrastructure, and rich cultural variety, which have established the country as a significant global tourism leader. He also acknowledged the critical role of Emirati airlines in bridging East and West, easing the flow of travel, trade, and cultural exchange.

In her address to the General Assembly, Al Nowais portrayed tourism as more than an economic driver; she described it as a conduit for human connection, peace, and sustainable advancement. She stressed the necessity for partnerships, innovative approaches, and community-oriented tourism initiatives to boost growth and inclusivity, particularly for women, youth, and local communities.

Her vision for the UNWTO seeks to convert challenges into prospects, bolster national economies, and improve global tourism sustainability. She aspires to enhance capacity-building, knowledge exchange, and financial backing for developing nations, ensuring that tourism remains a robust engine for inclusive and sustainable growth worldwide.

The 26th UNWTO General Assembly also delved into subjects such as digital innovation, competitive tourism practices, professional skills enhancement, and sustainable tourism models designed to protect the environment while promoting economic development. These discussions highlight the sector's forward momentum, especially in the post-pandemic landscape, where resilience and adaptability are key.

With Shaikha Al Nowais steering the UNWTO, the organization embarks on a transformative journey toward inclusive, innovative, and sustainable global tourism leadership, emblematic of the UAE’s strategic vision and the international community’s belief in her ability to guide the sector into the future.