UN Tourism Secretary-General Zurab Pololikashvili has congratulated Shaikha Al Nowais of the United Arab Emirates on her nomination as the next Secretary-General of the organisation, describing her election by the Executive Council as a historic milestone for global tourism leadership.
Her nomination, which will be submitted to the General Assembly for ratification later this year, marks the first time a woman has been selected to lead UN Tourism to begin her four-year term on 1 January 2026.
In his remarks following the Executive Council vote in Madrid last Friday, Pololikashvili praised the significance of the moment and the symbolism of her win. “This is the first time UN Tourism will have a woman in leadership. It is quite a big achievement,” he said. “Behind this achievement is a very good example of how a country from scratch can develop and develop tourism. This is very symbolic – and there is only one word: ‘Fly Emirates’ says everything.”
The Secretary-General, who has led UN Tourism since 2018, used the occasion to call for unity within the global tourism community. As the sector faces complex challenges and opportunities in the post-pandemic era – including sustainability, innovation, and inclusive development – Pololikashvili emphasized the need for continuity and collaboration.
“We must remain committed to shared goals and mutual support,” he noted. “Tourism has proven itself resilient and adaptable. Now is the time to deepen our partnerships and reaffirm our mission to ensure tourism benefits all – economically, socially and culturally.”
Delegates from across regions praised Pololikashvili for his leadership over the past eight years, especially during the COVID-19 crisis, when the global tourism sector came to a halt. One delegate from India noted, “When the whole world was losing sight, you gave us vision. This long bounce back we are seeing today is rooted in the work you led during those difficult years. We thank you.”
In her response, Shaikha Al Nowais thanked member states for their trust and promised to deliver on the vision she outlined during her campaign. “We want to deliver our promises – that’s what I’m here to do,” she said. “We had amazing meetings, we listened a lot, and now we’re ready to act.”
Al Nowais brings over 16 years of experience in hospitality and tourism, currently serving as Corporate Vice President for Owner Relationship Management at Rotana. She has led sustainability and destination development initiatives across the Middle East, Africa, Eastern Europe and Turkey, and is recognised for her private-sector acumen and global perspective.
She was elected after two rounds of voting that saw her emerge ahead of other candidates including Greece’s Harry Theoharis, Mexico’s Gloria Guevara, and Ghana’s Muhammed Adam. Tunisia’s Habib Ammar had earlier withdrawn from the race.
As she prepares to take office, observers say her tenure will be expected to build on the reforms initiated by Pololikashvili, while introducing new energy and focus. Her historic win not only symbolises a shift in leadership, but also reflects growing expectations for a more inclusive, collaborative and forward-looking global tourism agenda.
