Riyadh, Saudi Arabia – November 9, 2025. The General Assembly of UN Tourism has officially confirmed Shaikha Al Nowais as the new Secretary-General of the organization, making her the first woman to hold this position in the agency’s 50-year history. Her term will begin in 2026, following her nomination by the UN Tourism Executive Council in May and subsequent ratification by the 160 Member States during the 26th UN Tourism General Assembly held in Riyadh.

Al Nowais brings extensive experience from the private sector. She currently serves as Corporate Vice President at Rotana Hotels, chairs the Tourism Working Group of the Abu Dhabi Chamber, and sits on the boards of the Abu Dhabi Businesswomen Council and Les Roches Hospitality Academy.

In her address to the Assembly, Al Nowais stated:

“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 also outlined five core priorities for her upcoming mandate: responsible tourism, capacity building, technology for good, innovative financing, and smart governance — all aimed at making the tourism sector more inclusive, resilient, and human.

The Secretary-General-elect also paid tribute to her predecessor, Zurab Pololikashvili, commending his “vision, commitment, and role in strengthening UN Tourism’s voice and global presence.”

Her appointment was the highlight of the opening day of the 26th UN Tourism General Assembly, which features four plenary sessions and meetings of seven specialized committees. The event follows the 124th session of the UN Tourism Executive Council, during which members reviewed the shared Programme of Work, built on the pillars of boosting investment, supporting innovation, and expanding education and opportunity across the global tourism sector.