The United Nations General Assembly has confirmed the appointment of Shaikha Al Nowais as the new Secretary-General of UN Tourism on Friday, November 9, 2025.
Following the historic ratification of her nomination, Al Nowais will become the first woman to lead the United Nations Specialised Agency for tourism in its 50-year history when she begins her term in 2026.
Highly regarded as a distinguished leader in global tourism and hospitality, and is currently Corporate Vice President of Owner Relationship Management at Rotana Hotels. She chairs the Abu Dhabi Chamber’s Tourism Working Group and serves on the boards of the Abu Dhabi Businesswomen Council and Les Roches Hospitality Academy.
Al Nowais’ experience and expertise also include corporate governance, audit, sustainability, and economic development.
‘This is a triumph for all of us. It is a shared moment that reflects our collective vision for a stronger, more connected, and more compassionate world of tourism. Together, we represent the hopes of millions whose lives are touched by this sector. Together, we carry the belief that tourism, at its best, can uplift nations and unite humanity,’ she said in addressing the General Assembly.
In revealing her priorities as she looks forward to her mandate, Al Nowais points to ‘responsible tourism, capacity building, technology for good, innovative financing, and smart governance as she works to make the tourism sector ‘more inclusive, resilient, and human.’
Al Nowais likewise paid tribute to the incumbent Secretary-General Zurab Pololikashvili for his ‘vision, commitment, and role in strengthening UN Tourism’s voice and global presence.’
26th General Assembly advances UN Tourism vision for sector
The UN Tourism’s Executive Council nominated the new Secretary-General last May. Following protocol, her nomination was put before the 160 Member States at the 26th General Assembly for their confirmation.
The appointment of the new Secretary-General for the term 2026-2030 was the highlight of the first day of the UN Tourism General Assembly in Riyadh. Over the course of the Assembly, delegates will participate in four plenary sessions, numerous meetings of seven specialized committees.
The start of the General Assembly came directly after the conclusion of the 124th session of the UN Tourism Executive Council – the organization’s highest executive body – which provided Members with an update on the shared Programme of Work, ‘built on the pillars of boosting investments, supporting innovation, and widening education and opportunity in the sector.’