Shaikha Nasser Al Nowais has been nominated as Secretary-General of the UNWTO for the 2026–2029 term, with confirmation expected in November. This milestone reflects the global tourism sector’s recognition of her leadership and expertise.

Al Nowais currently holds the position of Corporate Vice President of Owner Relationship Management at Rotana, a leading hotel group in the Middle East. She has spent 16 years advancing strategic partnerships, operational performance, and sustainable tourism projects across the Middle East, Africa, Eastern Europe, and Türkiye. Her work has helped shape best practices in hospitality management while promoting sustainable and inclusive growth.

Her nomination comes at a time when tourism is undergoing significant transformation, with sustainability and resilience at the forefront. Al Nowais’ career demonstrates a commitment to environmental stewardship, operational excellence, and collaborative leadership. She has guided complex projects that benefit local communities and global stakeholders alike.

If confirmed, Al Nowais will be a pioneering figure for Middle Eastern representation in global tourism leadership. She is expected to champion initiatives that promote international cooperation, sustainable development, and innovative approaches to industry challenges.

Colleagues recognize her ability to combine strategic vision with pragmatic execution, fostering partnerships and delivering tangible results. Her leadership promises to support the recovery and growth of tourism worldwide while advancing sustainability and inclusivity.

Al Nowais’ nomination signifies a forward-looking approach by the UNWTO, emphasizing leaders who are equipped to drive change, inspire collaboration, and guide the tourism sector toward a sustainable and prosperous future.