Shaikha Al Nowais to Lead UN Tourism: A New Era for Global and African Hospitality
The appointment of Shaikha Al Nowais as the next Secretary-General of UN Tourism marks a watershed moment for the global travel sector, with significant implications for Africa’s tourism industry. Ratified during a landmark meeting of the Organization’s General Assembly in Riyadh, her nomination has garnered enthusiastic support from all corners of the tourism world. Notably, Ms. Al Nowais will become the first woman to head the United Nations’ specialized agency for tourism in its half-century history, ushering in a new era of leadership that places responsibility, inclusivity, and innovation at the heart of the industry’s agenda.
Set to begin her term in early 2026, Ms. Al Nowais brings to the role a wealth of experience from the private sector, most prominently as Corporate Vice President at Rotana Hotels. Her influence also extends through her leadership of the Abu Dhabi Chamber’s Tourism Working Group and service on the boards of both the Abu Dhabi Businesswomen Council and the Les Roches Hospitality Academy. This blend of executive expertise and sectoral advocacy positions her as a transformative figure—one whose vision is expected to resonate strongly with Africa’s rapidly evolving tourism landscape.
During her acceptance, Ms. Al Nowais described her appointment as a shared triumph for the global tourism community, emphasizing the sector’s power to uplift societies and unite diverse cultures. Her remarks struck a chord with many African stakeholders who see tourism as a vehicle for economic growth, job creation, and cross-cultural exchange. She stated, “Together, we represent the hopes of millions whose lives are touched by this sector. Together, we carry the belief that tourism, at its best, can uplift nations and unite humanity.”
Looking to the future, Ms. Al Nowais outlined five core priorities that will shape her mandate and, by extension, the direction of global tourism policy. Her blueprint includes a strong focus on responsible tourism, capacity building, the strategic use of technology for good, innovative financing models, and smart governance. Each of these pillars aligns closely with Africa’s own aspirations for its tourism sector—particularly the need to create more resilient businesses, enhance workforce skills, and adopt new technologies that deliver value while safeguarding heritage and natural resources.
Her vision of “making our sector more inclusive, resilient, and human” offers a timely reminder for African operators of the necessity to balance growth with sustainability. With responsible tourism as a leading principle, there is a clear opportunity for African destinations to highlight their commitment to environmental stewardship, community engagement, and authentic cultural experiences. These are values that resonate with the growing segment of global travelers seeking meaningful, ethical journeys—and they are increasingly central to the continent’s competitive positioning.
Ms. Al Nowais also paid tribute to outgoing Secretary-General Zurab Pololikashvili, acknowledging “his vision, commitment, and role in strengthening UN Tourism’s voice and global presence.” This recognition underlines the importance of continuity in the organization’s mission, while also signaling a fresh chapter defined by renewed ambition and adaptability in the face of rapidly changing market conditions.
The process leading to Ms. Al Nowais’s appointment reflects the organization’s commitment to transparency and broad-based support. Nominated by the UN Tourism Executive Council in May, she was subsequently confirmed by a vote of the 160 Member States during the 26th General Assembly. This collective endorsement highlights not only her personal credentials but also the global consensus around the need for a dynamic, forward-thinking approach to tourism governance.
The announcement was the focal point of a packed agenda at the Assembly’s opening day. Delegates from across the world—including many from sub-Saharan Africa—are participating in plenary sessions and specialized committee meetings that address the most pressing issues facing the industry. These discussions span investment promotion, innovation, education, and expanding opportunity—all critical themes for Africa as it seeks to harness tourism for sustainable development and inclusive growth.
The General Assembly itself follows close on the heels of the 124th session of the UN Tourism Executive Council, the agency’s highest decision-making body. During this session, members received updates on the organization’s shared Programme of Work, which is firmly anchored in boosting investments, fostering innovation, and widening educational pathways across the sector. African delegates have highlighted the relevance of these priorities to their own contexts, where access to capital, skills training, and entrepreneurship remain vital to unlocking the continent’s full tourism potential.
For Africa’s tourism professionals, the elevation of Ms. Al Nowais signals both inspiration and a call to action. Her leadership is expected to champion greater gender equity and inclusivity at all levels of the hospitality and travel ecosystem. Moreover, her background in hospitality and business education dovetails with Africa’s urgent need to professionalize its workforce and adopt global best practices, ensuring that the continent competes effectively on the world stage.
Looking ahead, the focus on responsible tourism will require African destinations to double down on sustainable practices, climate adaptation, and community-based initiatives. Capacity building—another of Ms. Al Nowais’s priorities—offers a roadmap for investing in skills development, leadership training, and local entrepreneurship, all of which are essential for delivering world-class visitor experiences. The embrace of technology for good, from digital marketing to smart infrastructure, holds particular promise for leapfrogging legacy challenges and delivering innovative solutions tailored to African realities.
Financing models that unlock new capital for tourism ventures, and smart governance frameworks that foster transparency and accountability, will be equally important. African governments, businesses, and communities must work together to create an enabling environment that attracts investment, supports job creation, and delivers long-term benefits to all stakeholders. The momentum generated by this historic appointment provides a unique platform for Africa to align its tourism strategies with global trends and best practices.
As the world prepares for a new chapter in tourism leadership, Africa’s travel sector stands at a pivotal crossroads. The coming years will demand courage, creativity, and collaboration—but with the right vision and commitment, there is every reason to believe that the continent can become a model of sustainable, inclusive tourism for the world. The appointment of Shaikha Al Nowais is more than a milestone; it is an invitation for Africa to take its place at the forefront of a bold, compassionate, and transformative era for global hospitality.
