In a groundbreaking vote at the 123rd Executive Council meeting in Madrid, Shaikha Nasser Al Nowais from the United Arab Emirates has been elected the new Secretary-General of UN Tourism, marking the first time a woman will lead the organization. Al Nowais, daughter of the Rotana Hotel Group’s owner, secured the position with 24 votes, defeating Greece’s candidate, who received 11.

The election signals a major shift in the power dynamics within the global tourism body, long influenced by political interests and financial backing. Despite having limited experience in the sector and being an unexpected contender, Al Nowais’ campaign benefited from the significant financial and diplomatic influence of the UAE.

The vote reflects a desire for change after years of controversy under outgoing Secretary-General Zurab Pololikashvili. Allegations of manipulation and political maneuvering plagued his leadership, prompting calls for a more transparent and fair election process.

Five candidates—representing Greece, Ghana, Mexico, Tunisia, and the UAE—competed for the post. In the first round of voting, Al Nowais led with 16 votes, followed by Greece with 11, Mexico with 6, and Ghana with 2. Her eventual victory underscores the growing clout of the UAE in global tourism affairs.

While critics point to her lack of qualifications, many in the industry are hopeful that her leadership will bring fresh momentum and new opportunities. The global tourism sector now awaits her performance with cautious optimism as she prepares to assume office on January 1, 2026.

Meanwhile, serious contenders like Mexico’s Gloria Guevara, who ran a robust campaign emphasizing innovation and sustainability, expressed gratitude for the opportunity to present her vision and called for unity in the sector moving forward.