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9/1/25, 4:29 PM First Emirati to hold top UN tourism job reveals plan to unlock Africa and Latin America | The National
First Emirati to hold top UN tourism job reveals

plan to unlock Africa and Latin America

Shaikha Al Nowais seeking to reshape global travel industry

Shireena Al Nowais
August 28, 2025

Shaikha Al Nowais, the secretary general-elect of UN Tourism, has set out her plans to target Africa,
Latin America and small island states for investment and growth.

Ms Al Nowais, the first Emirati to hold the role, will be the leading figure in global tourism policy,
ensuring it reflects local needs while promoting culture, education, training and sustainability.

Speaking to The National in her first interview since her election, she explained why tourism is so

much more than leisure and serves to build cultural understanding across borders.

She said her mandate rests on five key points:

1. Sustainable tourism so growth is not at the expense of the planet.

2. Inclusive tourism to make sure everyone benefits.

3. Smart tourism driven by digital innovation to serve travellers better.
UAE leaders
honour country's 4. Investment in infrastructure and strong foundations to improve safety, health
females on Emirati and education.
Women's Day
5. Building close partnerships with member states to achieve common goals.

Read More How to bring about change
Ms Al Nowais insists anyone who sees tourism as secondary to other

challenges is mistaken.

"Tourism is not a luxury," she said. "It creates jobs, uplifts communities and keeps small businesses

alive.

"The pandemic showed us how vulnerable the sector is but also how essential it is to recovery. With
the right planning and partnerships, every country – no matter its challenges – can benefit from
tourism."

Part of her focus will be on regions with untapped potential, such as Africa, Latin America and small
island states.

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