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3/18/25, 2:06 PM Empowering Economic Growth through Sustainable Tourism
With this commitment to progress, Al Nowais has been honored with a nomination from the UAE as
the next Secretary-General of the United Nations World Tourism Organization (UN Tourism) for the
2026-2029 period. If elected, she will be the first female from the region to lead the global tourism
body—a milestone reflecting both her personal achievements and the UAE’s leadership in
sustainable tourism development.
“I am deeply grateful to the leadership of the UAE for their trust and for nominating me as the first
UAE female candidate for the Secretary-General role at UNWTO. It is both a privilege and a
profound responsibility,” she expresses with humility.
Read more: How are UAE, Saudi Arabia leading way in sustainable tourism?

Her vision for the role is anchored in five strategic pillars:
* Sustainable and responsible tourism growth – Ensuring that economic expansion does not come at
the expense of cultural heritage and environmental preservation.
* Digital transformation and smart tourism – Equipping emerging markets with AI, blockchain, and
smart infrastructure to enhance travel experiences and optimize destination management.
* Economic inclusion and local empowerment – Strengthening opportunities for women, youth, and
marginalized communities through tourism-driven job creation.
* Infrastructure development and connectivity – Enhancing air, road, and digital connectivity to
unlock the full potential of tourism destinations.
* Transparency and ethical governance – Promoting responsible tourism policies and global
partnerships to uphold industry integrity.
“My vision is to build upon proven success models that can be scaled across Africa, Asia, Latin
America, and the Middle East. The goal is not just growth, but sustainable and inclusive progress
that empowers communities and fortifies the global tourism ecosystem,” she adds.
Technology and Collaboration as Catalysts for Change
Recognizing that the future of tourism lies in innovation, Al Nowais emphasizes the role of
technology in reshaping the industry. “Artificial intelligence, digital payments, and smart city
solutions have revolutionized the way we experience travel. My aim is to ensure that these
technologies are accessible to all destinations, particularly emerging markets, so they can compete
on a global scale while delivering superior guest experiences.”
Equally important is collaboration among nations. “Tourism is inherently interconnected, and our
success hinges on partnerships—across governments, private sectors, and local communities. By
working together, we can create a resilient and thriving global tourism sector that benefits
everyone.”
A Call for Collective Action
As the world redefines tourism in the post-pandemic era, Al Nowais is committed to leading with
purpose and inclusivity. “This nomination is not about personal recognition—it is about bringing a
fresh, impactful perspective to the global stage. It is about ensuring that tourism continues to be a
force for good, driving economic opportunity while safeguarding our cultural and natural heritage
for future generations.”
With a track record of leadership, innovation, and an unwavering dedication to sustainable tourism,
Shaikha Nasser Al Nowais stands poised to shape the future of the industry—one that is resilient,
inclusive, and forward-thinking.
Disclaimer: Opinions conveyed in this article are solely those of the author. The information
presented in this article is intended for informational purposes only. It does not constitute advice on
tax and legal matters; neither are they financial or investment recommendations. Refer to our full
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