Shaikha Nasser Al Nowais, Corporate Vice President at Rotana, has been nominated as Secretary-General of the UNWTO for the 2026–2029 term, with formal confirmation expected in November. Her nomination is a landmark moment for the Middle East’s role in shaping global tourism policies.

Al Nowais has built a 16-year career in hospitality, specializing in strategic partnerships, operational excellence, and sustainable tourism initiatives. Her work spans multiple regions, including the Middle East, Africa, Eastern Europe, and Türkiye, giving her a comprehensive understanding of the global tourism landscape.

At Rotana, she manages owner relationships, streamlines operations, and drives programs focused on sustainability. Her approach balances business objectives with environmental stewardship, ensuring tourism benefits local communities while preserving cultural and natural heritage.

Industry experts recognize Al Nowais for her ability to merge strategic vision with hands-on management. She has consistently fostered collaboration between stakeholders and delivered results that strengthen the hospitality sector’s resilience and innovation.

The UNWTO nomination comes at a critical moment as international travel continues to expand post-pandemic. Her leadership is expected to focus on advancing sustainable tourism, fostering global partnerships, and supporting economic recovery in diverse regions.

If confirmed, she will become one of the few leaders from the Middle East in a top international tourism role, marking a significant step toward more inclusive global governance. Her tenure will likely emphasize collaboration, sustainable development, and innovation, shaping the future of the tourism industry for years to come.

Al Nowais’ nomination reflects the UNWTO’s dedication to forward-thinking leadership capable of addressing modern challenges while promoting global cooperation, cultural exchange, and economic growth.