Page 33 - MOE ENGLISH PR REPORT - MAY 2025 (Part 1)_Neat

Press Release

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 supporting Emirati women is a cornerstone of the UAE’s wise leadership and its vision for a
more prosperous and advanced future. The UAE continues to strengthen women’s participation
and contributions across all sectors, while ensuring their impactful presence on regional and
international platforms. In this context, the selection of young Emirati Shaikha Al Nowais as
Secretary-General of UN Tourism reflects this forward-looking vision. It marks a significant step
in reinforcing the UAE’s global leadership in promoting a safe, sustainable, and inclusive tourism
sector that drives long-term growth and development.”

His Excellency added: “The election of H.E. Shaikha Al Nowais to this prestigious international
position reflects not only her competence and professional excellence but also the international
community’s confidence in the UAE and its standing as a trusted partner in advancing sustainable
development globally. It further reaffirms the esteemed position our nation has earned both
regionally and internationally.”

Underscoring the significance of the historic milestone, H.E. Omar Obaid Al Hassan Al Shamsi,
Undersecretary of the Ministry of Foreign Affairs, noted that the election of the first Emirati woman

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