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UN Council Heralds Shaikha Al Nowais as Inaugural Female Secretary-General of UN Tourism Organisation, Reaffirming Accomplished Heritage

In its 123rd session, the council evaluated advancements on themes of innovation, investments, and education. They further considered the nomination of Shaikha Al Nowais for the position of Secretary-General, commencing in 2026.

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Council convenes for its 123rd assembly, examines advancements in innovation, investments, and...
Council convenes for its 123rd assembly, examines advancements in innovation, investments, and education, and puts forth Shaikha Al Nowais as candidate for Secretary-General, effective from 2026.

UN Council Heralds Shaikha Al Nowais as Inaugural Female Secretary-General of UN Tourism Organisation, Reaffirming Accomplished Heritage

Let's Break Down the International Tourism Boom of 2025

In the first three months of 2025, the world witnessed an astonishing surge in international travel, with close to 300 million tourists roaming the globe - a whopping 14 million more than in the same period of 2024. This exciting news prompted the United Nations World Tourism Organization (UNWTO) to provide an update on the advancements made in crucial areas aimed at creating a more dynamic, adaptable, and eco-friendly tourism industry.

According to Secretary-General Zurab Pololikashvili, the last eight years have been a period of innovative vision for UNWTO. The organization has pushed tourism to the forefront of the global stage with a focus on boosting its competitiveness and economic value. Key priorities such as education, investments, sustainable and rural development, gender empowerment, technology, and expansion have never been forgotten.

Taking the Lead: Shaikha Al Nowais Makes History

As per customary procedure, the Council selected Shaikha Al Nowais to take over as the next Secretary-General, effective from January 2026. Her nomination will be subject to approval by the UNWTO General Assembly. This groundbreaking decision marks the first time a woman will head UNWTO in its 50-year history.

Shaikha Al Nowais is an accomplished Emirati businesswoman with over 16 years of experience in the global hospitality industry. In her role as Corporate Vice President at Rotana Hotels, she has successfully managed owner relations across various regions, including the Middle East, Africa, Eastern Europe, and Turkey. A finance graduate from Zayed University, she also presides over the Abu Dhabi Chamber's Tourism Working Group and serves on the boards of the Abu Dhabi Businesswomen Council and Les Roches Hospitality Academy.

Sharing Success Stories and Goals

At Segovia, Secretary-General Pololikashvili shared a detailed report summarizing the results of his eight-year tenure. The report focused on the primary outcomes of the approved Programme of Work, including:

  1. Tourism Insights: Providing key data trends that will shape the industry's future.
  2. Tourism Know-How: Developing diverse tourism products.
  3. Investments and Innovation: Pushing the core drivers of growth.
  4. Sustainability: Focusing on projects aligning with the Sustainable Development Goals (SDGs).
  5. Education and Human Capital Development: Strengthening the workforce to create a strong and skilled tourism industry.
  6. UNWTO on the Ground: Assisting Member States in their tourism endeavors.
  7. Budget Allocation and Human Resources: Ensuring effective resource distribution.

Noteworthy milestones include strengthened tourism data systems, expanded rural tourism initiatives (such as the Best Tourism Villages and STAR tool), new programming in gastronomy, sports, and urban tourism, and the incorporation of Artificial Intelligence (AI) and social innovation into the organization's broader agenda. Member States were also apprised of the remarkable growth in the UNWTO Online Academy, the establishment of International Academies in association with UNWTO, and record foreign direct investment figures.

Strengthening Presence and Pioneering Innovation

Updates on the development of Thematic and Regional Offices were also presented at the meeting. Notably, an agreement was reached to establish UNWTO's first Thematic Office on Innovation for Africa in Rabat, Morocco. This office aims to support UNWTO's 2030 Agenda for Africa, with the goal of placing tourism as a pivotal driver of development through innovation across the continent.

Insights and Resources

  1. Innovation and Technology: UNWTO has emphasized integrating state-of-the-art technologies like AI to improve the industry's competitiveness[1].
  2. Sustainability and Climate Action: The organization has been proactive about supporting climate action planning in tourism destinations and has issued guidelines for waste reduction in the sector[1].
  3. Investment and Development: UNWTO serves as a connecting bridge between investors and destinations, steering investments towards making tourism more sustainable and adaptable[1].
  4. Education, Empowerment, and Inclusion: UNWTO has cultivated a forward-thinking mindset by prioritizing education, gender empowerment, and inclusivity, bolstering the sector's economic value and fostering equality[3].
  5. International Tourism Recovery: Despite mixed regional outcomes, international tourist arrivals observed a 5% increase in the first quarter of 2025, with close to 300 million travelers visiting over 300 destinations worldwide[1][3].
  6. Sustainable Gastronomy Tourism: UNWTO has embarked on various initiatives promoting gastronomy tourism, such as the Pacific Small Island Developing States (SIDS) project with the FAO Mountain Partnership[1].

These advancements reflect UNWTO's steadfast commitment to a transformative vision, directing all efforts towards innovation, sustainability, and inclusiveness to power the sector's progress. As we stand on the precipice of a new era in global tourism, expect nothing less than a dynamic and eco-friendly industry that champions the spirit of exploration and cultural exchange.

[1] World Tourism Barometer Report, May 2025[2] UNWTO News Release[3] Nomination of Shaikha Al Nowais to head UNWTO, May 2025

  1. Shaikha Al Nowais, an Emirati businesswoman with extensive experience in the hospitality industry, was nominated to become the next Secretary-General of the United Nations World Tourism Organization (UNWTO), setting a historical precedent as the first woman to hold this position.
  2. Under the leadership of current Secretary-General Zurab Pololikashvili, the UNWTO has prioritized education, investments, sustainable development, gender empowerment, technology, expansion, and focusing on projects aligned with the Sustainable Development Goals (SDGs).
  3. The UNWTO has been actively integrating advanced technologies like Artificial Intelligence (AI) into its operations to boost competitiveness and efficiency in the tourism industry.
  4. In an effort to support climate action planning, the UNWTO has issued guidelines for waste reduction in the sector, emphasizing sustainability and eco-friendly practices.
  5. The establishment of a Thematic Office on Innovation for Africa in Rabat, Morocco, aims to position tourism as a key driver of development through innovation across the continent, aligning with UNWTO's 2030 Agenda for Africa.
  6. Finance, leadership, and business skills will be essential for Shaikha Al Nowais as she takes over the UNWTO in January 2026, with the goal of continuing its mission to foster economic growth, sustainability, and innovation in the global tourism industry.
  7. In addition to advancements in technology, sustainability, and development, the UNWTO has made significant strides in promoting health-and-wellness and women's health through various initiatives, underscoring its commitment to a holistic approach to tourism.

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