Shaikha Nasser Al Nowais Nominated as First Female Head of UN Tourism

A New Era in UN Tourism Leadership

The UN Tourism Executive Council has taken a remarkable step by nominating Shaikha Nasser Al Nowais of the United Arab Emirates to become the next Secretary-General of UN Tourism, effective from January 1, 2026. This announcement, made in Segovia, Spain during the 123rd Executive Council session, sets the stage for confirmation at the 26th UN Tourism General Assembly in Riyadh, Saudi Arabia, scheduled for November 7–11, 2025.

Al Nowais will be both the first woman and the first Emirati to hold this prestigious post in the organization's 50-year history. Her nomination marks a significant milestone for the global tourism landscape, emphasizing inclusivity and diversity in an industry traditionally led by a narrow segment of the population.

Building on Past Successes

Under the leadership of outgoing Secretary-General Zurab Pololikashvili, UN Tourism has undergone significant transformation over the past eight years. The organization has embraced innovation, sustainability, and education as cornerstones to position tourism at the forefront of global economic and social agendas.

Pololikashvili expressed pride in pushing tourism’s global competitiveness and economic importance, focusing on themes such as rural development, women’s empowerment, new technologies, and broad international expansion.

Reflecting this vitality, the UN Tourism World Tourism Barometer released in May 2025 highlighted strong growth trends, with over 300 million international travelers recorded in the first quarter alone—a rise of 14 million compared to the same period in the previous year.

Shaikha Al Nowais: Experience and Vision

With a career spanning over 16 years in global hospitality and investment, Shaikha Al Nowais currently serves as Corporate Vice President at Rotana Hotels, managing owner relations across regions including the Middle East, Africa, Eastern Europe, and Turkey. A graduate of Zayed University with a degree in Finance, she also chairs the Abu Dhabi Chamber Tourism Working Group and contributes to boards such as the Abu Dhabi Businesswomen Council and Les Roches Hospitality Academy.

Her upcoming leadership role comes with a renewed emphasis on innovation, education, and equitable development, signaling a dynamic and forward-thinking phase for international tourism policy.

Key Accomplishments and Strategic Priorities

The Executive Council’s recent session reviewed key achievements over the last eight years, detailing advances that have redefined global tourism:

• Tourism Insights: Enhanced data systems and enriched research capabilities.
• Tourism Knowhow: Diversification with inclusion of gastronomy, sports, and urban tourism sectors.
• Investment & Innovation: Record levels of foreign direct investment and increasing adoption of artificial intelligence across tourism platforms.
• Sustainability: Initiatives aligned with the UN Sustainable Development Goals (SDGs), including the Best Tourism Villages programme and the STAR tool.
• Education & Human Capital: Expansion of the UN Tourism Online Academy and new International Academies launched with member states.

The Council reaffirmed its steadfast commitment to using tourism as a catalyst for employment, economic diversification, and the fostering of cultural understanding.

UN Tourism’s Expanding Footprint in Africa

A significant development at the Council meeting was the establishment of the first UN Tourism Thematic Office dedicated to Innovation for Africa, located in Rabat, Morocco. This new office aims to boost innovation and entrepreneurship across the continent, supporting the UN Tourism Agenda for Africa 2030.

The initiative reinforces Africa's increasing role as a driver of economic and social progress, leveraging sustainable tourism practices and technology to unlock new opportunities.

Saudi Arabia’s Rising Role on the Global Tourism Stage

As the host of the upcoming UN Tourism General Assembly, Saudi Arabia continues building its global reputation in tourism policy leadership. With the Kingdom’s Vision 2030 strategy targeting 150 million visitors annually and a 10% contribution to GDP by 2030, tourism is now a cornerstone of its economic diversification plans.

Saudi Arabia’s investments in infrastructure, workforce development, and technology are aligned with global sustainability requirements, elevating the region’s role as a key player in international tourism collaboration.

A Glimpse into Tourism's Transformative Past

The United Nations’ focused efforts on tourism have been evolving steadily since its establishment, cultivating global dialogue on travel’s economic, cultural, and environmental significance. Over the past five decades, UN Tourism has championed sustainable development, cross-border cooperation, and innovation, reflecting the sector’s growing impact worldwide.

This progression is amplified by data-driven research organisations and global partnerships, which continuously adapt to challenges such as fluctuating travel demand, technological shifts, and sustainability concerns.

What Lies Ahead for Global Tourism?

With the rising influence of emerging markets, new technologies such as artificial intelligence, and an increasing focus on sustainable travel, the tourism industry stands at a crossroads. Leadership that embraces inclusivity and innovation—exemplified by Al Nowais’s nomination—will play a crucial role in shaping tourism’s future trajectory.

Regions rich in natural and cultural resources, particularly coastal and marine destinations, will likely see increased interest from travelers and investors alike, driving demand for diverse yachting, boating, and other water-related activities.

Summary Table: UN Tourism’s Focus Areas (2018–2025)

Implications for Sailing and Boat Rentals

The evolving dynamics of global tourism underscore a growing interest in marine and coastal experiences, opening exciting prospects for sailing and yacht charters worldwide. As travel recovers and travelers seek unique, immersive experiences, destinations with access to beautiful beaches, clear waters, and vibrant marinas stand to benefit significantly.

The focus on sustainable and diversified tourism products aligns closely with the boating industry’s push for environmentally responsible yachting and sailing adventures. The commitment to innovation also encourages integrating new technologies to enhance customer experiences on the water. For enthusiasts and operators alike, this trend signals strong growth prospects.

Looking Forward

The historic appointment of Shaikha Nasser Al Nowais to lead UN Tourism ushers in a new phase defined by inclusivity, sustainability, and innovation. Her leadership promises to elevate tourism’s role as a global driver of prosperity and cultural exchange, reinforcing strong foundations laid by past administrations.

With major events like the upcoming General Assembly coinciding with UN Tourism’s 50th anniversary, the global community stands ready to embrace this transformative chapter.

For travelers drawn to vibrant aquatic destinations, sailing yachts, and charter boats, these developments highlight the expanding opportunities to explore sun-drenched gulfs, pristine beaches, and bustling ports worldwide. As the appetite for marine-based activities grows, so will the demand for remarkable yacht and boat rental experiences.

To navigate these exciting waters, GetBoat.com offers a premier international marketplace for renting sailing boats and yachts, catering to every preference and budget. Whether seeking a luxurious superyacht or a casual sailing trip on a clear lake, GetBoat.com connects enthusiasts with destinations worldwide, aligning perfectly with the trends shaping modern tourism.