Page 56 - MOET ENGLISH PR REPORT - JULY 2025

Shaikha Al Nowais, WTO Director-General discuss coordinated
efforts to align tourism with global trade and foster investment-
friendly environment

Meeting explores enablers and opportunities to strengthen collaboration through
joint initiatives and dialogue

Geneva, 13 July 2025: H.E. Shaikha Nasser Al Nowais, Secretary-General-elect of the UN
Tourism for the term 2026–2029, held a meeting with Dr Ngozi Okonjo-Iweala, Director-General
of the World Trade Organization (WTO). The meeting explored means to foster institutional
partnerships and unlock new pathways that integrate tourism and trade within the global efforts for
sustainable development in both sectors. The meeting took place during the official UAE
delegation's visit to Switzerland, headed by His Excellency Abdulla bin Touq Al Marri, Minister of
Economy and Tourism.

H.E. Shaikha Al Nowais emphasized her commitment to aligning policies and strategies aimed at
developing international tourism with the World Trade Organization’s directives as part of her
vision. This will be achieved through launching initiatives that encourage investment in tourism,
and facilitate trade in tourism-related services.

H.E. highlighted that harnessing human capabilities across tourism and trade requires international
collaboration to develop skills and establish flexible, comprehensive trade and investment
environments in the tourism sector that keep pace with global changes. These efforts, she noted,
will enhance the active participation of women and youth in shaping tourism and trade policies.

Both sides underscored the significance of the tourism sector as a key pillar of international trade,
given its strong links with major industries such as agriculture, food, transport, and financial
services. They also highlighted its vital role in driving investment and facilitating the trade of
services. The meeting further addressed the need for integrated trade and tourism policies to support
equitable and inclusive development models for all member states.

In addition, the discussions explored existing enablers and opportunities to strengthen this
cooperation through shared knowledge initiatives and the organization of dialogue platforms. These
efforts aim to highlight the role of tourism in international trade, support policies that facilitate the
movement of investors and visitors and enhance the efficiency of tourism-related services.

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