Page 280 - MOET ENGLISH PR REPORT - AUGUST 2025

8/18/25, 2:29 PM Meet Shaikha Al Nowais: The First Female Head Of UN Tourism
she oversees stakeholder relations and operational initiatives across the Middle East, Africa, Eastern
Europe, and Türkiye, including partnerships, corporate governance, and sustainability initiatives.

Al Nowais also chairs the Tourism Working Group at the Abu Dhabi Chamber and is a board

member of the Abu Dhabi Businesswomen Council. She sits on the advisory board of the U.A.E.
Tourism Council and the board of trustees at Les Roches Hospitality Academy, where she

contributes to tourism policy and industry education.

Vision and policy priorities

In her candidacy, Al Nowais outlined a vision for tourism as a driver of economic development,

cultural exchange, and environmental responsibility. Her stated priorities include expanding access

to tourism for underrepresented communities, improving industry resilience, and supporting digital
transformation.

Some of the initiatives proposed include sustainable tourism certification programs and energy
efficient infrastructure. Al Nowais has called for the use of emerging technologies, such as AI and

blockchain, to modernize airports, public transportation, and healthcare systems in support of

sustainable tourism.

Al Nowais has emphasized the need for investment in education and training to build tourism-

related human capital, along with policies aimed at increasing the participation of women and youth
in the industry.

Her vision is built around seven strategic pillars: sustainability; inclusivity & capacity building;

technology & innovation; cultural exchange; infrastructure; collaboration; and policy & governance.

Historic nomination

Abdulla Bin Touq Al Marri, the U.A.E.’s Minister of Economy and Tourism and Chairman of the
Emirates Tourism Council, has supported Al Nowais’ nomination, saying it reflects the nation’s role

in advancing global tourism sustainability and growth.

The nomination comes as UN Tourism continues to promote sustainable growth across member
states and respond to ongoing global challenges such as climate change, geopolitical shifts, and

post-pandemic recovery. Once confirmed, Al Nowais will head UN Tourism from 2026 to 2029.

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