Page 161 - MOE ENGLISH PR REPORT - MARCH 2025

Al Nowais’s vision for enhancing global tourism competitiveness is built on six pillars: sustainable
growth, digital transformation, economic inclusion, education, resilience, and collaboration. She
aims to expand successful tourism models across regions like Europe, Asia, and Latin America to
foster inclusive growth. Her focus includes integrating advanced technologies like AI into emerging
markets.

Shaikha Al Nowais is committed to empowering women in leadership roles within the tourism
sector. She actively supports initiatives that provide training and job opportunities for young
Emiratis in hospitality. At Rotana, women make up about 20% of the workforce. The Group
prioritises inclusivity through education and workplace policies that help all employees succeed.

Her career spans over 15 years, during which she has driven innovation and sustainability in
tourism. As a member of various boards and committees, she influences industry growth by
promoting talent development and advanced training initiatives. Her leadership extends to
international forums where Emirati women's presence is increasingly recognised.

Achievements and Recognition
Shaikha Al Nowais graduated from Zayed University with a Bachelor of Science in Business
Administration - Major in Finance in 2006. Over recent years, she has received numerous accolades
including Best Hotel Brand in the Middle East at Business Traveller Middle East Awards for 2021-
2024; Best Business Hotel Chain at Business Traveller UK Awards for 2022-2024; and Forbes Middle
East: Top 100 Sustainable Companies – Sustainability Leaders 2023.
She chairs Abu Dhabi Chamber's Tourism Working Group and serves on several boards related to
hospitality education. Her efforts ensure future leaders are equipped with skills necessary for
sustainable growth in global tourism. Her work with stakeholders aims to enhance UAE’s hospitality
sector attractiveness for both domestic and foreign investments.

The Role of Tourism in Economic Growth

"Tourism is a key driver promoting sustainable economic growth," said Shaikha Al Nowais. She
highlighted how it contributes to job creation and supports local businesses while promoting
intercultural connectivity. Rotana manages 114 hotels across 49 cities worldwide, implementing
innovative policies prioritising sustainability as an economic prosperity driver.

The UAE's re-election to UN Tourism Executive Council for 2025-2029 further strengthens its
influence on global tourism strategies. The country’s reputation as a leader in this field is reinforced
by Shaikha Al Nowais’s nomination. Her leadership could redefine sustainable tourism amid
challenges like climate change and technological impacts.

Shaikha Al Nowais emphasised: "My nomination by the UAE reflects our country’s commitment to
empowering Emirati women." She expressed gratitude for this recognition which highlights her
contributions towards enhancing sector growth regionally and internationally through joint action
initiatives.

https://www.onearabia.me/business/uae-shaikha-al-nowais-un-tourism-secretary-general-
candidacy-011-103259.html