DUBAI: Shaikha Nasser Al Nowais, Corporate Vice President – Owners’ Relationship Management at Rotana Hotel Management Corporation PJSC, has been nominated by the United Arab Emirates (UAE) to run for the position of Secretary-General of the United Nations World Tourism Organization (UN Tourism) for the 2026-2029 term.
This historic candidacy marks a significant milestone for the UAE’s tourism sector, reinforcing its role in shaping global tourism strategies and promoting sustainability.
If elected, Shaikha Al Nowais would become the first Emirati and the first woman from the region to hold the position, reflecting the UAE’s leadership in the industry. Her nomination comes as the UAE continues to solidify its influence within UN Tourism, having been re-elected to the UN Tourism Executive Council for the 2025-2029 term.
UAE’s tourism influence
Abdulla bin Touq Al Marri, Minister of Economy and Chairman of the Emirates Tourism Council, emphasised the significance of this nomination, stating: “The UAE continues to consolidate its outstanding position in the global tourism landscape, strengthening regional and global cooperation for sustainable and inclusive tourism development. Our collaboration with UN Tourism is a testament to our shared vision for an innovative and resilient sector. With our re-election to the UN Tourism Executive Council for 2025-2029, we remain committed to supporting initiatives that drive sustainable tourism growth and long-term prosperity.”
He further added, “The nomination of the UAE’s Shaikha Al Nowais for the position of UN Tourism Secretary-General underscores the reputation enjoyed by the UAE in the tourism field and its important and effective role in promoting the growth and sustainability of the global tourism sector. Moreover, it highlights the extraordinary experience gained by the country in this field over the past years.”
Who is Shaikha Al Nowais?
With over 15 years of experience in tourism and hospitality, Shaikha Al Nowais has played a pivotal role in advancing industry policies, talent development, and investment strategies. She is the first female board member of the Dubai Hotel Group under the Dubai Chamber of Commerce and serves as a member of the Global Hospitality Asset Managers Association (HAMA) MEA Chapter. Additionally, she chairs the Abu Dhabi Chamber’s Tourism Working Group and sits on the Board of Trustees of the Abu Dhabi Hospitality Academy – Les Roches.
Her leadership extends beyond corporate success, focusing on education and capacity-building to develop future tourism leaders. By championing training initiatives and workforce development, she aims to equip professionals with skills that align with global industry advancements.
Speaking on her candidacy, Shaikha Al Nowais stated: “My nomination by the UAE to run for this position is reflective of the importance our country places on empowering Emirati women in leadership positions. It emphasizes the country’s efforts in promoting joint action to enhance the growth and sustainability of the sector regionally and internationally.”
She elaborated on her vision, saying: “Tourism is a key driver promoting sustainable economic growth, contributing to job creation, supporting local businesses to grow and increase their revenues, and promoting intercultural connectivity. For instance, Rotana manages 114 hotels in 49 cities across 23 countries around the world. We strive to implement innovative visions and policies, given the sector’s role as a driver of economic prosperity while prioritising sustainability and competitiveness.”
She further explained, “The tourism industry is at a crossroads, with the world facing unprecedented global challenges, notably climate change, the accelerating impact of technology and changing geopolitical dynamics. These challenges call for resilient, forward-looking leadership and diverse and collaborative solutions that can redefine the future of sustainable and responsible tourism.”
Shaikha Al Nowais’s campaign centres around a six-pillar strategy designed to drive sustainable and competitive tourism worldwide:
- Sustainable and responsible tourism growth: Harnessing tourism as a tool for economic prosperity, job creation, and cultural preservation while promoting environmental sustainability.
- Digital transformation and smart tourism: Implementing AI and blockchain to enhance smart tourism experiences and improve infrastructure.
- Economic inclusion and continuity empowerment: Expanding job opportunities for women, youth, and diverse social groups to ensure balanced sector growth.
- Education and capacity building: Strengthening partnerships with key entities to establish comprehensive training ecosystems for industry professionals.
- Resilience and crisis management: Enhancing the sector’s adaptability to global challenges through sustainable tourism products and resource conservation.
- Collaboration as a driver of success: Fostering government, business, and community partnerships to create a more resilient global tourism sector.
Commitment to innovation and inclusion
Beyond industry transformation, Shaikha Al Nowais champions inclusivity and youth empowerment in the workforce. Women now constitute approximately 20 percent of the total workforce at Rotana, with structured policies ensuring equal career growth opportunities. She continues to mentor young Emiratis, advocating for continuous learning and curiosity as fundamental traits for career success.
She noted: “Empowering women and youth in the tourism sector is a crucial step towards long-term sustainability. At Rotana, we prioritise inclusivity through education, training, and workplace policies that enable all employees to thrive. By providing mentorship and opportunities for young professionals, we are fostering the next generation of industry leaders.”
Her nomination is reflection of the UAE’s broader strategy to integrate women into leadership roles. She remarked, “As an Emirati woman in a leadership role, I take great pride in my contributions to shaping the future of the tourism industry. Leadership is not just about vision; it is about action, collaboration, and ensuring that every voice in the sector is heard and empowered.”
A proven record of excellence
Over the past five years, Shaikha Al Nowais has received numerous accolades, reinforcing her credentials as a leader in the hospitality sector. Some of the key recognitions include:
- Best Hotel Brand in the Middle East at the Business Traveller Middle East Awards (2021, 2022, 2024)
- Best Business Hotel Chain in the Middle East at the Business Traveller UK Awards (2022, 2023, 2024)
- Forbes Middle East: Top 100 Sustainable Companies in the Middle East – Sustainability Leaders 2023
Shaikha Al Nowais holds a Bachelor of Science in Business Administration with a major in Finance from Zayed University. Her extensive experience in the industry, coupled with a visionary approach to sustainable tourism, positions her as a strong contender for the UN Tourism Secretary-General role.