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3/28/25, 1:22 PM UAE’s Shaikha Al Nowais to run for UN Tourism Secretary-General position – UAE Business and Travel Insights – TotalUAE.com
advancements. Strengthening collaboration with key entities to establish a comprehensive ecosystem for training
programs plays a crucial role in building a brighter future for tourism.

• Resilience and crisis management: Strengthening the tourism sector’s ability to adapt to future global
challenges, developing sustainable tourism products and fostering a culture of preserving environmental and
natural resources.

• Collaboration as driver of success: Tourism thrives by forging partnerships between governments, businesses
and local communities. By fostering collocation, a more resilient and sustainable tourism sector can be
developed both regionally and globally.

Shaikha Al Nowais recognises the importance of fostering a culture of collaboration and innovation while
empowering women’s leadership in the tourism sector. She also remains committed to empowering young
Emiratis by actively guiding these professionals and supporting initiatives that provide training and job
opportunities in the hospitality sector. As women now represent approximately 20 per cent of the total workforce
at Rotana, the Group prioritises inclusivity through education, training, and workplace policies that enable all
employees to thrive. Regarding young women embarking on their professional journeys, Shaikha Al Nowais
highlights the significance of continuous learning, curiosity, and confidence in raising questions. As an Emirati
woman in a leadership role, she is proud of her contributions to shaping the future of the industry.

Shaikha Al Nowais graduated from Zayed University with a Bachelor of Science in Business Administration-
Major in Finance, in 2006. Over the past five years, she has received numerous awards and brand medals,
including Best Hotel Brand in the Middle East at the Business Traveller Middle East Awards for 2021, 2022 and
2024; Best Business Hotel Chain in the Middle East at the Business Traveller UK Awards in 2022, 2023 and
2024; and Forbes Middle East: Top 100 Sustainable Companies in the Middle East – Sustainability Leaders
2023.

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