Page 136 - MOET ENGLISH PR REPORT - AUGUST 2025

9/1/25, 4:29 PM First Emirati to hold top UN tourism job reveals plan to unlock Africa and Latin America | The National
"Africa, for example, is rich with culture and talent," she said. "I visited [Democratic Republic of] Congo
recently and attended a musical festival there, and it left a strong impression on me.

"I experienced 26 performances, each with its own identity and culture. As a traveller, this is what

drives you to a destination – the chance to learn, to be open and to embrace new cultures."

Ms Al Nowais linked this directly to her plans for artisans, one of her key target groups.

"By creating communities of artisans, especially women, and giving them the support to market their
work, we can help preserve culture while generating livelihoods. Their products are not just goods –
they carry tradition, identity and the story of a place. Tourism can give them a sustainable platform and
connect them with the world."

Funding and technology
Ms Al Nowais revealed that, ahead of her campaign, the UAE pledged $15 million to UN Tourism to

help deliver on her programmes.

Technology, she believes, will be another key driver of transformation. "It allows us to know travellers
better, to give them more personalised experiences and to be more efficient in our spending," she
said.

"Innovation is also vital in education, making sure we can prepare the future workforce through wider
and smarter access to learning platforms.

“Think of the online platforms like Booking.com or TripAdvisor where reviews and feedback guide
decisions, or applications that generate itineraries and help travellers plan their trips more effectively.

"These tools are changing the industry and we need to make sure we use them wisely to enhance

tourism, not replace the essence of it."

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