In a groundbreaking election, the Executive Council of UN Tourism has selected Shaikha Al Nowais of the United Arab Emirates as the next Secretary-General, marking a historic moment for both gender and regional representation in the global tourism leadership. Al Nowais becomes the first woman to lead the agency since its inception.
In the second round of voting held at the organisation’s headquarters in Madrid, Al Nowais secured a winning total of 24 votes (to be confirmed), defeating Greece’s Harry Theoharis, who received 11 votes. The victory followed a tightly contested election in which she had already led the first round with 16 votes, followed by Theoharis (11), Mexico’s Gloria Guevara (6), and Ghana’s Muhammed Adam (2).
Both Guevara and Adam were eliminated after the first round, and Tunisia’s Habib Ammar had withdrawn his candidacy prior to the vote. Incumbent Secretary-General Zurab Pololikashvili of Georgia chose not to seek re-election, following reports of his government withdrawing official backing for a third term and endorsing the UAE’s bid instead.
Al Nowais’s campaign and vision
A prominent business leader with a strong background in the private sector, particularly through her work with Rotana Hotel Management Corporation PJSC, Al Nowais campaigned on a forward-looking agenda. Her manifesto emphasised sustainability, digital transformation, public-private collaboration, and the empowerment of youth and women. Her strategic message focused on reshaping global tourism in the wake of COVID-19, while building more inclusive and resilient systems that adapt to the climate crisis, shifting consumer behaviour, and technological change.
Al Nowais positioned herself as a unifying candidate with the ability to bridge government interests and private sector innovation. Her campaign gained strong support across Asia, the Middle East, and parts of Africa, buoyed by the UAE’s growing influence in international diplomacy and tourism development.
A turning point for UN Tourism
Her election marks a significant shift for the organisation, which only recently rebranded from UNWTO (United Nations World Tourism Organization) to UN Tourism in a bid to modernise its identity and reflect evolving global tourism dynamics. Al Nowais is expected to continue this reform process, with a strong focus on making the organisation more agile, collaborative, and impactful.
The UAE’s increasing investment in sustainable travel, cultural tourism, and global events such as Expo 2020 and COP28, has positioned it as a leading voice in the future of travel and tourism. Al Nowais’s leadership is expected to draw from this experience, particularly in fostering cross-border cooperation and tourism-driven economic diversification.
Al Nowais has pledged to work closely with African nations, especially in the areas of infrastructure investment, tourism skills development, and capacity building for SMEs. Her background in regional tourism development is expected to inform targeted programmes for Sub-Saharan Africa, particularly in eco-tourism and sustainable destination marketing.
Observers believe that her election could open doors to stronger Gulf–Africa partnerships, with the UAE potentially expanding its footprint in African tourism projects. The extent to which her administration delivers on inclusive development, however, will be closely watched by tourism stakeholders across the continent.
What’s next
Al Nowais will formally assume office on 1 January 2026, after expected ratification by the General Assembly of UN Tourism in November 2025. She will take over leadership at a pivotal moment for global tourism, which continues to recover from the pandemic while facing rising pressure to adopt greener, more inclusive policies.
Her four-year mandate will require balancing the needs of major tourism economies with the aspirations of smaller, emerging destinations. With increasing calls for transparency and fairness within UN Tourism’s governance, her leadership will be under close scrutiny as she seeks to modernise the institution, restore trust, and build a truly global tourism future.
