Shaikha Alnuwais Becomes First Female UN Tourism Chief

MADRID, Spain (TRI) — UN Tourism, the United Nations specialized agency for the travel sector, has appointed Shaikha Alnuwais as its first woman Secretary-General, a historic move that underscores the organization’s push for inclusive leadership in a post-pandemic world. The Emirati executive, known for her expertise in public policy, hospitality, and sustainable development, assumes the role amid rising calls for tourism to prioritize resilience, equity, and innovation as the industry rebounds to pre-COVID levels.

Alnuwais’s appointment, effective January 2026, comes at a pivotal time for global tourism, which contributed over $9 trillion to the world economy in 2025 and is projected to grow by 3-4% annually through 2030. As the successor to Zurab Pololikashvili, she becomes the first female leader in the agency’s 50-year history, bringing a fresh perspective shaped by her UAE roots and international collaborations.

A Trailblazer’s Background and Rise

A distinguished figure from the United Arab Emirates, Alnuwais has built a career at the nexus of government strategy and private-sector innovation. She has been instrumental in crafting tourism policies that emphasize long-term value, community involvement, and environmental stewardship. Her work has included leading initiatives in destination development, where she integrated cutting-edge technology with cultural preservation to create resilient travel ecosystems.

UN Tourism, the United Nations specialized agency for the travel sector, has appointed Shaikha Alnuwais as its first woman Secretary-General. Share on X

Prior to her UN Tourism role, Alnuwais held key positions in UAE tourism authorities, overseeing projects that transformed Dubai and Abu Dhabi into global hubs. Her achievements include spearheading sustainable hospitality frameworks that reduced carbon footprints while boosting local economies, and fostering public-private partnerships that enhanced accessibility for underserved regions. Widely regarded for her diplomatic skills, she has bridged divides between East and West, advocating for tourism as a tool for peace and economic inclusion.

In her acceptance remarks, Alnuwais emphasized the transformative power of travel:

“Tourism is not just an industry; it’s a bridge that connects cultures, empowers communities, and drives sustainable progress. As we navigate new challenges, our focus must be on creating opportunities that benefit all, ensuring no one is left behind.”

Vision for UN Tourism: Five Strategic Pillars

Under Alnuwais’s leadership, UN Tourism is set to advance a bold agenda centered on five priorities: sustainable and responsible growth; digital transformation and data-driven tourism; economic inclusion and local empowerment; infrastructure, connectivity, and tourism enablers; and governance, transparency, and global trust. This framework aims to position tourism as a catalyst for the UN’s Sustainable Development Goals, addressing issues like climate change, inequality, and digital divides.

“Tourism has the potential to be a force for good, but only if we harness innovation with integrity,” Alnuwais said in a recent statement. “By integrating data and technology, we can build resilient systems that empower local communities and preserve our shared heritage for generations to come.”

Her approach draws from the UAE’s model of rapid yet sustainable development, where tourism has grown exponentially while prioritizing environmental safeguards. Experts anticipate her tenure will amplify efforts like the Glasgow Declaration on Climate Action in Tourism and initiatives to boost women’s roles in the sector, where females comprise over 50% of the workforce globally.

Broader Implications for Global Tourism

The appointment signals a shift toward more diverse leadership in international organizations, at a time when women hold fewer than 25% of top roles in global tourism bodies. It also aligns with UN Tourism’s rebranding from the World Tourism Organization (UNWTO) in 2023, emphasizing a more inclusive, future-oriented mandate.

Challenges ahead include navigating geopolitical tensions, such as the ongoing effects of conflicts and economic uncertainties, which have slowed recovery in some regions. Alnuwais has pledged to strengthen UN Tourism’s role as a “convening platform” for governments, businesses, and communities to foster equitable growth.

Reflecting on her historic role, she added:

“As the first woman in this position, I am committed to opening doors for others, ensuring tourism reflects the diversity of our world and serves as a pathway to shared prosperity.”

As Alnuwais steps into the spotlight, her leadership could redefine how the world approaches travel—making it more sustainable, accessible, and impactful.