Shaikha Nasser Al Nowais has been nominated as the UNWTO Secretary-General for the 2026–2029 term, with official confirmation anticipated in November. Her nomination underscores the increasing influence of Middle Eastern leaders in the global tourism arena.
Currently serving as Corporate Vice President of Owner Relationship Management at Rotana, Al Nowais oversees strategic partnerships, operational efficiency, and initiatives promoting sustainable tourism practices. Over her 16-year career, she has worked across the Middle East, Africa, Eastern Europe, and Türkiye, gaining deep expertise in the challenges and opportunities of international hospitality.
Al Nowais has championed projects that integrate environmental responsibility with economic growth, positioning tourism as a tool for cultural preservation and social development. Her leadership has consistently focused on aligning operational excellence with sustainable practices, ensuring long-term benefits for communities and businesses alike.
Industry professionals note her talent for combining strategic foresight with practical solutions, driving measurable results while fostering innovation and collaboration. Her ability to navigate complex projects across multiple regions has established her as a highly respected figure in the global hospitality sector.
If confirmed, she will become one of the few Middle Eastern leaders to occupy such a high-level role in international tourism governance. Her tenure is expected to prioritize sustainable development, international partnerships, and innovation to support a resilient and inclusive tourism industry.
Al Nowais’ nomination represents not only a personal achievement but also a broader step toward inclusive leadership in global tourism, highlighting the UNWTO’s commitment to appointing leaders with a proven track record, strategic vision, and dedication to sustainable growth.
