Shaikha Nasser Al Nowais, a candidate for United Nations tourism secretary-general, said that tourism should serve as a neutral medium connecting cultures, people, and economies. The statement was made during an interview.
“Tourism is a connector,” said Nasser Al Nowais, Tourism Secretary-General Candidate. “It bridges between cultures and bridges between people. It should always be focused on being a good force so people will continue to want to travel. Tourism should remain focused as being a neutral medium and connecting between cultures and people and economies as well.”
The United Nations Tourism Department is experiencing a significant leadership transition following the conclusion of Secretary-General Zurab Pololikashvili’s bid for a third term. This development occurred after Georgia withdrew its support, aligning with a 2005 UNWTO resolution that limits the role to two terms. According to Travel Daily News, former leaders have called for the appointment of an interim head and an independent audit to safeguard the organization’s credibility. The 123rd Executive Council meeting, scheduled for May 29–30, 2025, in Spain, will determine the department’s future direction amid calls for greater transparency and accountability.
A report by the World Travel & Tourism Council (WTTC) highlights that women represent nearly 40% of the global travel and tourism workforce, with most employed in the hospitality industry. Despite strong representation at entry and mid-levels, women remain underrepresented in executive roles, highlighting persistent gender gaps in leadership. The WTTC emphasizes advancing gender equity through inclusive policies and training programs within the industry.
The race for the next Secretary-General of UN Tourism has attracted six candidates from various regions, emphasizing a global push for inclusivity and regional representation in tourism leadership. Among these contenders is Shaikha Nasser Al Nowais from the United Arab Emirates. If elected, she would become the first woman from the Middle East to lead the organization. Key themes in her campaign include sustainable development, gender equity, and balanced regional voices in global tourism governance.
According to Politico, Al Nowais is the Corporate Vice President of Owner Relationship Management at Rotana, a leading hotel company in the Middle East. She holds a degree in Business Sciences – Finance from Zayed University and has played a key role in enhancing investor relations and regional hospitality strategies. Al Nowais has emerged as a prominent voice advocating for greater female leadership in global tourism governance.
UN Tourism, formerly known as the United Nations World Tourism Organization (UNWTO), is a specialized agency of the United Nations headquartered in New York City. As reported by UN Tourism, it promotes responsible, sustainable, and universally accessible tourism to foster economic growth, social inclusion, and environmental stewardship. In 2023, it rebranded as “UN Tourism” to reflect its modernized mission and expanded role in global tourism governance. The organization collaborates with 160 Member States and over 500 affiliate members to align tourism strategies with the United Nations’ Sustainable Development Goals.