Shaikha Al Nowais has been elected as the first female Secretary-General of UN Tourism, marking a historic milestone. Her victory represents a step forward for gender equity and places the UAE at the forefront of global tourism governance. Al Nowais will focus on sustainability, innovation, and inclusion as she prepares to lead from January 2026. The election faced strong competition, notably from Greece’s Harry Theoharis and Mexico’s Gloria Guevara, both advocating for strategic tourism initiatives.
In a significant reshaping of global tourism leadership, Shaikha Al Nowais from the United Arab Emirates has been chosen as the new Secretary-General of UN Tourism. This historic vote, which took place on May 30, 2025, in Madrid, Spain, saw Al Nowais make headlines as the first female leader of the international tourism organization since its inception. This milestone signals a potentially transformative era for global travel governance.
During the highly watched selection process, a mix of tourism ministers, diplomats, and various industry stakeholders held their breath, as this vote was considered one of the most hotly contested elections in the agency’s history. Al Nowais secured 16 votes in the first round before elevating her total to 24 votes after the second round—a decisive win above the necessary 18 votes needed for nomination.
Al Nowais doesn’t just represent a break in gender barriers; this also positions the UAE as a pivotal player in shaping the global tourism agenda. Her formal appointment will wait on confirmation from the United Nations General Assembly, but she is poised to officially begin her term in January 2026, managing operations from 2026 through 2029.
After being nominated, Al Nowais shared a visionary agenda aimed at transforming global tourism. Her strategic priorities center around sustainability, innovation, and inclusion, which are particularly relevant given the travel sector’s rebound from the pandemic and evolving consumer expectations. This is quite a shift from traditional tourism practices, reflecting a more forward-thinking approach.
With her new role, Al Nowais also shines a light on Abu Dhabi, a region that has significantly invested in tourism infrastructure lately, launching ambitious projects that underline the UAE’s aspirations of becoming a global tourism destination. Her position could enhance the region’s influence on the world stage considerably.
Among those vying for the position, Greece’s Harry Theoharis finished as a close second with 11 votes after previously leading the charge in boosting Greek tourism during COVID-19. In a gracious post-election note, he congratulated Al Nowais and reaffirmed Greece’s commitment to being a key player in international tourism policy.
Meanwhile, Mexico’s Gloria Guevara, a well-known figure in global tourism advocacy, found herself out of contention early, with just eight votes. Her campaign focused on the Global South and sustainability, and although she didn’t win, she expressed her thanks to Mexico’s government for their support in her efforts.
Ghana’s Muhammed Adam, who was backed by the African Union, also exited in the first round with two votes, spotlighting the underrepresentation of developing nations in tourism governance. While unsuccessful, Adam’s candidacy highlighted the necessity for more technical help and resources in tourism for African nations.
Now, as Shaikha Al Nowais prepares for her term ahead, there will be numerous challenges to tackle, such as the growing demand for reforms in tourism practices. Her leadership is essential, as it will meld diplomatic efforts with vision in a dynamic geopolitical context.
The role of UN Tourism Secretary-General is vital; it sits at the intersection of policy, diplomacy, and industry—important, since tourism contributes over 10% to global GDP and supports countless jobs worldwide. Al Nowais’ appointment is compelling not only for gender representation but as part of a broader push towards innovative and equitable governance in tourism.
Thus, as the world watches, Al Nowais’ tenure could symbolize an era of enhanced collaboration and visionary strategies in sustainable travel. This is a crucial moment for tourism as it faces myriad challenges, from climate change to the impacts of digital technology. Under her leadership, there is hope for a robust and inclusive future in global tourism that serves diverse communities.
In summary, Shaikha Al Nowais’ election marks a new beginning—not just for her but also for the global tourism community. Her approach promises an inclusive agenda with a focus on sustainability and innovation—necessary as we navigate the post-pandemic landscape. 2026 is set to be a pivotal year for international tourism, and many are hoping for positive shifts as the world gears up for this new chapter.
In closing, Shaikha Al Nowais’ election as the first female Secretary-General of UN Tourism is a historic and promising advancement for global tourism leadership. It not only highlights a progressive commitment to gender equity but also emphasizes the importance of inclusivity and sustainability in the sector. As she prepares to take office in January 2026, the global tourism community looks forward to a transformative era under her guidance, addressing pressing issues and fostering collaboration in a rapidly evolving industry.
Original Source: www.travelandtourworld.com
