Page 138 - 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

Breaking down borders
For Ms Al Nowais, tourism is also a form of diplomacy because "it is through culture that people

connect, whether through heritage sites, art, music or craftsmanship".

"Promoting cultural exchange strengthens dialogue and mutual understanding," she added. "This is
vital at a time when the world needs bridges, not divides."

While her new role is global in scope, Ms Al Nowais is also candid about what travel means to her
personally.

“I enjoy meeting people and I think this will be key when I assume my role because I’ll need to listen
and accommodate the needs of many destinations.

"I also enjoy working out and spending time at the beach. If it’s summer, I’ll always choose a beach

destination over the mountains. If it’s winter, I prefer something adventurous and fun."

National pride
Abu Dhabi's Saadiyat Island is one of her favourite destinations in the UAE because of the way its

ecosystem and natural environment are being carefully preserved.

She pinpointed Dubai's remarkable growth as a tourism hotspot, saying it can serve as a striking case
study for the world.

"The UAE is proof of what a young nation can accomplish in a short period of time. Look at Dubai –
once a modest trading hub, it has become one of the most visited destinations in the world in just a
few decades.

"That kind of transformation demonstrates what vision, planning and commitment can achieve. It’s an
example other countries can look to as they grow their tourism sectors."

Ms Al Nowais also has a clear message to young Emiratis inspired by her appointment, particularly
women.

"Don’t wait for permission to lead," she said. "Always ask questions. Don’t ever let anyone stop you

from asking questions. And most importantly, serve with purpose. When there is purpose, you will feel
satisfied and accomplished."

Make lasting impression

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