UAE’s Sheikha Nasser Al Nowais Elected to Lead UNWTO
In a landmark moment for global tourism governance, Sheikha Nasser Al Nowais of the United Arab Emirates has been appointed as the next Secretary-General of the United Nations World Tourism Organization (UNWTO). The decision was made during the 123rd session of the UNWTO Executive Council in Madrid, where Al Nowais secured a majority vote to serve from 2026 to 2029. This appointment signals the increasing influence of Middle Eastern leadership in international tourism policy.
Background: The Interplay of Diplomacy and Tourism
The selection process for the new UNWTO Secretary-General began several months prior and involved a rigorous framework shaped by multilateral negotiations among member states. Iran, through its Ministry of Cultural Heritage, Tourism and Handicrafts, and Ministry of Foreign Affairs, has played a notable role, leveraging embassy networks, specialized consultations, and a strategic review of candidates’ qualifications. Under the leadership of Anoushirvan Mohseni-Bandpey, Iran’s Deputy Tourism Minister, the country engaged in pivotal discussions, cementing its status as a key actor in tourism diplomacy.
Sheikha Nasser Al Nowais: A Visionary Leader for Sustainable Tourism
Al Nowais emerges as a distinguished figure with over 16 years of experience in the tourism sector, emphasizing corporate governance, sustainable development, and the global tourism economy. Her broad expertise includes chairing the Tourism Working Group at the Abu Dhabi Chamber of Commerce, serving on the Board of the Abu Dhabi Businesswomen Council, advising the Emirates Tourism Council, and holding a senior executive role in Rotana Hotel Group. As a board member of the International Hospitality Academy Le Rouge, she has demonstrated a strategic vision for advancing sustainable tourism and hospitality.
Future Prospects and Significance for Global Tourism
With Al Nowais at the helm, the UNWTO is poised to navigate complex global trends—ranging from technological advancements and post-pandemic recovery to climate change adaptation. Her leadership is expected to foster deeper regional collaboration and promote sustainable tourism policies that support economic growth while safeguarding heritage and the environment.
Conclusion
The appointment of Sheikha Nasser Al Nowais as Secretary-General marks a significant step forward for the United Nations World Tourism Organization and the broader tourism industry. Her wealth of experience and forward-thinking approach are set to shape the trajectory of sustainable tourism on the international stage, establishing new standards in the era of global travel and hospitality leadership.
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