Shaikha Nasser Al Nowais has been nominated as the next Secretary-General of the United Nations World Tourism Organization (UNWTO) for the 2026–2029 term, pending confirmation in November. Her appointment highlights the rising prominence of Middle Eastern leaders in the global tourism industry and signals a strong commitment to sustainable development.
Currently, Al Nowais is the Corporate Vice President of Owner Relationship Management at Rotana, one of the leading hotel chains in the region. In this role, she oversees partnerships with property owners and works to enhance operational efficiency across Rotana’s diverse portfolio. She has also spearheaded initiatives aimed at promoting sustainable tourism practices that balance economic growth with environmental and cultural preservation.
With over 16 years of experience, Al Nowais has developed expertise across the Middle East, Africa, Eastern Europe, and Türkiye. Her career spans strategic partnerships, operational optimization, and the implementation of projects that align tourism with sustainability objectives. This broad experience has equipped her with a global perspective on the challenges and opportunities facing the sector today.
Her nomination comes at a pivotal time for international tourism, as the industry continues to recover from recent disruptions and faces increasing pressure to adopt environmentally responsible practices. Al Nowais’ leadership is expected to advance initiatives that foster collaboration between governments, private enterprises, and local communities.
Industry peers commend her for combining strategic foresight with practical management skills, creating a track record of measurable results. Her focus on inclusivity and innovation has positioned her as a transformative figure in hospitality management.
If confirmed, Al Nowais will be among the few leaders from the Middle East to hold a top role in global tourism governance. Her vision emphasizes international cooperation, sustainable development, and economic resilience, providing a roadmap for the sector in the years ahead.
Her nomination underscores the UNWTO’s commitment to appointing leaders with proven expertise, global insight, and a forward-thinking approach, ensuring tourism remains a driver of cultural exchange, economic opportunity, and sustainable growth worldwide.
