Shaika Al Nowais Elected UN Tourism Secretary-General, Ushering in a New Era of Global Tourism Reform

In a landmark decision at the 123rd session of the United Nations Tourism Organization (UN Tourism) Executive Council held in Segovia, Spain, Shaika Al Nowais of the United Arab Emirates (UAE) was elected as the new Secretary-General.

This election marks a historic turning point for the organization, signaling renewed confidence in leadership, transparency, and institutional reform within the global tourism sector.

A Historic Victory for the UAE and Global Tourism Governance

Shaika Al Nowais won the election decisively, securing 24 out of 35 votes—a clear majority that outpaced competing candidates. Her election is notable as the first time a candidate from the Gulf region has been chosen to lead the UN’s specialized tourism agency. This milestone reflects the UAE’s expanding diplomatic influence and strategic role in shaping international multilateral institutions.

The UAE’s government, through the Ministry of Economy and the Ministry of Foreign Affairs and International Cooperation, has underscored its commitment to advancing sustainable development goals (SDGs) and digital transformation, priorities that align closely with Al Nowais’s vision for UN Tourism’s future. The Ministry of Economy’s website highlights the UAE’s ongoing efforts to diversify its economy through innovation and sustainability, including in the tourism sector.

Overcoming a Turbulent Past: From Controversy to Reform

Shaika Al Nowais’s election also symbolically closes a chapter marked by controversy and instability. The outgoing Secretary-General, Zurab Pololikashvili, served an eight-year term fraught with allegations of political interference, lack of transparency, and governance irregularities. Despite being constitutionally barred from seeking a third term, Pololikashvili reportedly attempted to reset the election process, including changing nationality to circumvent rules—a move that sparked widespread criticism within diplomatic and private sector circles.

The election in Segovia was widely viewed as a referendum on integrity and legitimacy within UN Tourism, with Al Nowais’s victory representing a collective mandate from member states for transparency, accountability, and ethical governance.

A European diplomat attending the session commented, “This election is more than a leadership change; it is a commitment to restore the credibility and reputation of a vital UN institution.”

Shaika Al Nowais’s Vision and Mandate for Change

Drawing on her extensive background in international diplomacy, tourism policy, and sustainable development, Shaika Al Nowais has articulated a clear agenda for her tenure, focusing on several key priorities:

1. Institutional Transparency and Good Governance

Al Nowais pledges to enhance the organization’s internal transparency mechanisms and reinforce ethical standards. This includes reviewing governance structures, improving member state engagement, and fostering a culture of accountability that upholds the principles enshrined in the UN Charter and UNWTO Statutes.

The UAE government’s emphasis on governance and transparency, as outlined in national development plans, informs Al Nowais’s approach to reform within the international organization.

2. Regional Equity and Collaboration

Recognizing the diverse needs of member states across continents, Al Nowais advocates for balanced regional representation and cooperative frameworks. This approach aims to bridge disparities between developed and developing tourism markets and enhance mutual support mechanisms among regions.

3. Sustainable and Resilient Tourism Models

Sustainability lies at the heart of Al Nowais’s vision. The UN Tourism Organization has a pivotal role in promoting tourism that supports environmental protection, cultural preservation, and socio-economic development. The UAE’s own leadership in green initiatives and sustainable urban development, such as Masdar City and the country’s commitment to the Paris Agreement, align with these goals.

4. Engagement with Private Sector and Digital Innovators

Al Nowais plans to deepen UN Tourism’s collaboration with private enterprises and technology innovators to harness digital tools, data analytics, and emerging technologies. These efforts aim to modernize the tourism sector, increase resilience against future disruptions, and create inclusive growth opportunities.

Immediate Priorities: A Roadmap for the First 100 Days

Upon assuming office, Shaika Al Nowais is expected to undertake several foundational activities to set the stage for transformational leadership:

High-level Consultations: Engaging member states, industry leaders, and civil society organizations to build consensus on strategic priorities.
Structural Audits: Conducting comprehensive reviews of internal processes and governance frameworks to identify areas for improvement.
Global Roadmap Launch: Initiating a long-term strategic plan emphasizing inclusivity, innovation, and resilience to global challenges such as climate change, geopolitical tensions, and post-pandemic recovery.

The Global Tourism Sector’s High Stakes

Tourism represents approximately 10% of global GDP and supports over 300 million jobs worldwide. As the sector emerges from the COVID-19 pandemic’s severe disruption, stable and credible leadership within UN Tourism is critical to coordinating international recovery efforts and ensuring sustainable growth.

The United Nations World Tourism Organization’s role is central to achieving these objectives, guiding policies that balance economic development with cultural and environmental stewardship.

Broader International Support and Expectations

Shaika Al Nowais’s election has been welcomed by a broad coalition of member states, international organizations, and private sector stakeholders. The UAE’s Ministry of Foreign Affairs and International Cooperation highlights its ongoing commitment to multilateralism and global cooperation.

Industry experts anticipate that her tenure will bring much-needed stability and renewed energy to UN Tourism’s agenda, with particular emphasis on:

Strengthening public-private partnerships.
Fostering digital transformation across tourism ecosystems.
Promoting gender equity and youth engagement in tourism development.

Looking Forward: A New Chapter for UN Tourism

As Shaika Al Nowais steps into her role with strong international backing, the global tourism community watches with anticipation. Her leadership embodies a fresh start marked by integrity, inclusivity, and innovation—qualities deemed essential to address the complex challenges and opportunities facing the sector today.

By prioritizing transparency, sustainable development, and collaborative governance, Al Nowais aims to position UN Tourism as a beacon of multilateral cooperation, guiding the sector toward a resilient and equitable future.

Official Sources and Further Reading:

United Nations World Tourism Organization (UNWTO)
UAE Ministry of Economy
UAE Ministry of Foreign Affairs and International Cooperation
UAE Ministry of Climate Change and Environment
UAE Vision 2021

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