International consensus reached on appointment of Shaikha Al Nowais as first woman and first Emirati to lead UN Tourism as Secretary-General (2026–2029)

• E. Bin Touq: “We are witnessing a truly historic moment - not only for the UAE - but for the Arab region, the global community, and the entire international tourism sector.”

• E. Shaikha Al Nowais: “This achievement would not have been possible without the unlimited support of the UAE’s wise leadership and its vision for empowering Emirati women.”

 In a historic milestone that underscores the UAE’s global leadership in the global tourism landscape, Her Excellency Shaikha Nasser Al Nowais has secured international consensus for her appointment as Secretary-General of UN Tourism for the 2026–2029 term. The announcement was made during the 26th session of the UN Tourism General Assembly, held in Riyadh, Saudi Arabia, from 7–11 November. H.E. Shaikha Nasser Al Nowais was unanimously endorsed by all participating member states, representing more than 160 countries.

The achievement follows Her Excellency’s election last May by the UN Tourism Executive Council to assume the position. H.E. Shaikha Nasser has now successfully completed all stages of nomination, election, and confirmation in accordance with the Organization’s protocols - marking an unprecedented success. She has become the first woman globally, and the first Emirati, to lead UN Tourism since its establishment 50 years ago. This milestone reflects the international community’s confidence in Emirati talent and its ability to shape the future of global tourism. It also stands as a testament to the UAE’s commitment to empowering women and strengthening their presence in international leadership roles. The announcement was made during the UAE delegation’s participation in the session, headed by H.E. Abdulla bin Touq Al Marri, Minister of Economy and Tourism.

H.E. Bin Touq said: “With the selection of the first woman to lead UN Tourism, we are witnessing a truly historic moment - not only for the UAE, but for the Arab region, the global community, and the entire international tourism sector. The international consensus on appointing Shaikha Al Nowais reflects the esteemed global standing the UAE enjoys in tourism and economic diplomacy. It also reaffirms the nation’s leading and expanding role in advancing sustainable tourism development and strengthening dialogue and cultural exchange among the peoples of the world.”

H.E. added: “This achievement reflects the wise vision and approach established by His Highness Sheikh Mohamed bin Zayed Al Nahyan, President of the UAE, and His Highness Sheikh Mohammed bin Rashid Al Maktoum, Vice President and Prime Minister of the UAE, and Ruler of Dubai, in fostering excellence, innovation, and empowering national talent to deliver impactful and pioneering contributions within international organizations. It reinforces the UAE’s position as a trusted partner in leading global economic development initiatives.”

Furthermore, H.E. expressed his gratitude and appreciation to the member states of UN Tourism for their trust and support in the nomination of an Emirati woman leader to this leadership position. He emphasized that this historic achievement inspires even greater determination to continue advancing the country’s efforts in shaping a more sustainable and prosperous future for global tourism.

H.E. Bin Touq said: “Guided by the vision of our wise leadership, which believes in proactively building the future and shaping its achievements, the UAE has, over the past decades, succeeded in cementing its position as one of the world’s leading tourism destinations. This success stems from its advanced infrastructure, sustainable strategic investments, and rich cultural and social diversity founded on the values of tolerance and openness.”

H.E. reaffirmed the UAE’s steadfast commitment to supporting UN Tourism’s programmes and work plans, and to strengthening international partnerships in the tourism sector. This commitment will ensure the exchange of expertise and global best practices and bolster integration between governments, the private sector and civil society to achieve sustainable tourism goals. H.E. also highlighted the key role played by the UAE’s air transport sector in enhancing the country’s position in the global tourism and travel landscape. The networks of the UAE’s carriers have built a bridge connecting East and West, facilitating the movement of passengers, businesspeople, students and tourists, which has transformed the UAE into a global hub for economic, cultural, social and knowledge exchange.

H.E. Shaikha Nasser Al Nowais expressed her sincere gratitude and appreciation to all member states of UN Tourism for their trust and support in entrusting her with this international responsibility, especially during a period that calls for concerted efforts, collective action, and an ambitious vision for the future. H.E. emphasized her firm belief that tourism is not merely an economic sector, but a bridge for human connection and a vital pillar for promoting understanding, peace, and sustainable development among peoples and cultures around the world.

H.E. further highlighted that the achievement would not have been possible without the vision of the UAE’s wise leadership and its unwavering support for empowering Emirati women across various fields, including the tourism sector, which has become a key driver of sustainable development. She noted that this historic achievement reinforces the UAE’s role in shaping global tourism policies and trends in the years ahead.

H.E. Shaikha Nasser Al Nowais said: “Together, along with governments, organisations, and partners from the private sector and civil society, we will lead a new phase of collaborative work driven by innovation, empowerment and sustainability, along with the development of human capabilities. We will seek to make tourism an inclusive sector that provides opportunities for all, particularly youth, women and local communities, thereby enhancing sustainable growth and global cultural interaction.”

H.E. underscored that her vision for leading the global tourism sector is centered on transforming challenges into opportunities and redesigning tourism frameworks to better serve local communities and strengthen national economies. Her vision also emphasizes fostering partnerships to expand the Organization’s capacity to support developing countries by providing training and capacity-building programs, improving access to financing and strategic collaborations, and enabling them to benefit from proven expertise and global best practices.

The current session featured a series of intensive meetings of the UN Tourism General Assembly and Executive Council, addressing a wide range of strategic topics related to the implementation of international tourism programs. The discussions focused on enhancing the sustainability of the tourism sector both regionally and globally, developing skills and human capital within the industry, and supporting digital transformation and innovation in tourist destinations worldwide, ultimately contributing to improved tourism experiences and strengthening the competitive advantage of member countries.

The Organization’s meetings also marked the start of a new phase in redefining the role of tourism within national economies, particularly in response to global challenges such as climate change, rapid digital transformation, and evolving traveller behaviors. They further opened avenues for promoting sustainable tourism models that consider environmental preservation and local communities, support global economic growth, and foster new opportunities for innovation and investment - positioning tourism as a key driver of inclusive and sustainable economic development for future generations.

The Organisation’s current session included in-depth discussions on the future of global tourism in the post-pandemic phase and the growing need to rebuild the sector on foundations that are more resilient, sustainable and diverse. It was emphasised during these discussions that international tourism models should be reshaped to better support global economic growth, create job opportunities, stimulate innovation, and achieve a balance between economic development and the preservation of environmental, natural and cultural resources.