In a historic moment for global tourism governance, Her Excellency Shaikha Nasser Al Nowais of the United Arab Emirates delivered a heartfelt and forward-looking acceptance speech as the newly elected Secretary-General of UN Tourism. Speaking before ministers, ambassadors, and delegates at the 26th UN Tourism General Assembly in Riyadh, she pledged to lead the organisation with “gratitude, determination, and a profound sense of purpose.”
The appointment of Shaikha Al Nowais marks a significant milestone — she becomes the first woman to hold the position in the organisation’s 50-year history. Her address in Riyadh struck a tone of humility and shared triumph, framing her election not as a personal victory but as a collective achievement for the global tourism community.
“This is not the victory of one — it is a triumph for all of us,” she said. “A shared moment that reflects our collective vision for a stronger, more connected, and more compassionate world of tourism.”
A New Era of Vision and Purpose
Expressing deep gratitude to the Kingdom of Saudi Arabia for hosting the milestone Assembly, Shaikha Al Nowais commended the country’s leadership in transforming tourism into a key pillar of its economy. She paid tribute to H.E. Ahmed Al Khateeb, Minister of Tourism, and Her Highness Princess Haifa bint Mohammed Al Saud, Vice Minister of Tourism, as well as Her Highness Princess Sara bint Abdulaziz Al Saud, Deputy Minister of Tourism, for their “gracious support, leadership, and passion for advancing the tourism sector.”
“Hosting this gathering here in Saudi Arabia is a reflection of the Kingdom’s leadership and vision,” she said. “It stands as a powerful testament to how tourism has become a central pillar of the global economy, a bridge between cultures, and a driver of opportunity and peace.”
Her remarks highlighted the significance of holding the General Assembly in the Middle East — a region that has rapidly risen as a global tourism hub.
Honouring Zurab Pololikashvili’s Legacy
Shaikha Al Nowais also took a moment to honour the outgoing Secretary-General, Zurab Pololikashvili, whose two terms saw the organisation through one of the most transformative periods in its history.
“I would like to recognise the leadership of Secretary-General Zurab Pololikashvili, who for the past eight years has guided UN Tourism with vision and commitment, strengthening its voice and global influence,” she said. “As we move forward, we do so in partnership with every Member State, honouring the unique vision each nation brings to this shared journey of growth, development, and prosperity.”
Tourism with Purpose
The new Secretary-General outlined a clear and ambitious framework for her term in office — one focused on responsibility, resilience, and inclusivity. She emphasised the need for the organisation and its members to move beyond traditional measures of success to focus on deeper, more sustainable impact.
“We must look beyond numbers to deeper impact, beyond growth alone to growth with purpose, and beyond commitments to sustainability to collective action that endures,” she said.
She announced five shared priorities to guide her administration:
- Responsible tourism – ensuring development aligns with social and environmental integrity.
- Capacity building – empowering communities, youth, and women through education and skills.
- Technology for good – harnessing innovation and digital tools for equitable transformation.
- Innovative financing – mobilising resources to support inclusive and sustainable growth.
- Smart governance – building transparent, accountable institutions that deliver lasting value.
A Message of Unity and Humanity
Throughout her remarks, Shaikha Al Nowais’s tone was one of inclusivity and empathy. She reminded delegates that tourism is ultimately about people — about connection, hospitality, and shared experience.
“Tourism connects not just destinations, but dreams,” she said. “It creates jobs, preserves heritage, empowers women and youth, and brings hope where it’s needed most.”
She urged member states to see her election as the beginning of a new collective chapter. “Let us remember this day not as the close of a campaign, but as the beginning of a new chapter — one defined by collaboration, courage, and compassion,” she said.
Looking Ahead
Her message resonated deeply with delegates, many of whom see her appointment as both a symbolic and strategic turning point for UN Tourism. As the organisation celebrates its 50th anniversary, her leadership promises to usher in a renewed focus on innovation, sustainability, and social inclusion.
“Let us build a tourism sector that serves humanity, protects our planet, and celebrates the beauty of every culture and every traveller’s story,” she concluded.
With her official term beginning on 1 January 2026, Shaikha Al Nowais will inherit an organisation strengthened under Zurab Pololikashvili’s reform agenda and poised to redefine global tourism in a rapidly changing world.
Her acceptance speech in Riyadh captured the essence of that transition — from legacy to renewal, from leadership to collaboration, and from growth to purpose.
