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6/10/25, 1:58 PM Latest News
the success of its strategic vision to support international efforts in developing a sustainable and responsible
tourism sector that drives economic and social development for communities around the world.

H.E. Abdulla bin Touq Al Marri, Minister of Economy and Chairman of the UAE Tourism Council, said:
"Thanks to the guidance of our wise leadership, the UAE today celebrates a new historic milestone in its

tourism sector: the election of the UAE’s candidate, H.E. Shaikha Al Nowais, as Secretary-General of UN
Tourism for the 2026–2029 term. This achievement reflects the UAE’s pioneering and influential role in

leading global efforts toward sustainable tourism development, in close cooperation with international
decision-makers and organizations across the global tourism landscape. It also reaffirms the success of the

UAE’s strategic vision in strengthening openness to the world and building robust international partnerships
that support its aspirations as a premier tourism destination, both regionally and globally."
H.E. Bin Touq added: “We are proud to have earned the trust of the international community in our national

capabilities, as reflected in the election of Shaikha Al Nowais - the first Emirati and Arab young woman - to
the position of UN Tourism Secretary-General. This milestone highlights the competence of our young

national talent and their ability to gain international confidence in leading high-level roles within specialized
sectors such as tourism. It also reaffirms the prominent status that Arab women have achieved on both
regional and global stages.”

H.E. also commended her extensive experience and capabilities in representing the UAE at the highest
international levels, as well as her comprehensive vision for strengthening global cooperation to achieve

sustainable and responsible tourism development. Her leadership is expected to elevate the tourism sector to
new heights of progress and prosperity while contributing meaningfully to the implementation of UN Tourism

projects and initiatives.
H.E. pointed out that the UAE’s tourism sector achieved exceptional growth in 2024, driven by the launch of

several key national initiatives designed to promote tourism within the country and attract international
visitors. Notable developments included the fifth season of the “World’s Coolest Winter” campaign, the
inauguration of the National Tourism Charter, and the adoption of the International Code for the Protection of

Tourists—implemented in collaboration with UN Tourism as a guiding framework. These initiatives collectively
support the objectives of the National Tourism Strategy 2031, which aims to position the UAE as the world’s

leading tourism brand by the next decade.
Her Excellency Reem bint Ebrahim Al Hashimy, Minister of State for International Cooperation, emphasized

that the election of Shaikha Nasser Al Nowais as Secretary-General of UN Tourism represents a significant
milestone for the UAE and a proud achievement for Emirati women. Her Excellency added: “Her appointment

as the first woman to assume this position demonstrates the international community's confidence in her
capabilities and highlights the UAE's leading role in advancing sustainable development globally."
Her Excellency noted that Shaikha’s distinguished career in the private sector will bring a fresh perspective to

UN Tourism, with a focus on delivering tangible results and enhancing the organization’s operational
efficiency for the benefit of the global tourism industry.

His Excellency Sheikh Shakhboot bin Nahyan Al Nahyan, Minister of State, said: “Empowering and

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