Shaikha Al Nowais, a candidate for the position of Tourism Secretary-General at the United Nations, emphasized the need for tourism to evolve in order to reflect human connection and shared prosperity. She made this statement during the Arabian Travel Market 25 event held in Dubai.
“Tourism today is not simply rebounding, it is being redefined,” said Shaikha Nasser Al Nowais, Tourism Secretary-General Candidate. “The world we serve is changing faster than the models we inherited. We must move from strategies driven by volume to strategies inspired by value. At its core, tourism is not merely an economic transaction, it is a human encounter.”
The race for the 2025 UN Tourism Secretary-General is intensifying as member states prepare to elect a successor to Zurab Pololikashvili, whose term concludes in 2025. The Executive Council, consisting of 35 nations, will convene in Madrid on May 29–30 to select a nominee. The final decision will be ratified at the General Assembly in Riyadh later this year. Among the candidates is Shaikha Al Nowais from the United Arab Emirates, who is noted as the first Emirati woman to pursue this role. Her campaign focuses on sustainable tourism and regional representation. According to India Outbound, this election is attracting significant diplomatic interest and is viewed as pivotal for determining the organization’s strategic direction.
In 2024, international tourism nearly fully rebounded from the pandemic, with global tourist arrivals reaching approximately 1.4 billion—equivalent to 99% of pre-COVID levels. This represents an increase of about 140 million arrivals compared to 2023. Regional performance varied; Europe and Africa exceeded their 2019 numbers, while Asia and the Pacific experienced rapid growth following delayed reopening. These trends underscore tourism’s resilience and its increasing significance in global economic recovery. The data was published by the UN World Tourism Barometer.
Recent studies indicate that value-based tourism strategies yield stronger sustainability and economic outcomes than volume-driven approaches. Value-based models emphasize cultural authenticity, community involvement, and environmental stewardship, often resulting in higher tourist satisfaction and longer stays. Economic data shows that destinations adopting such strategies see improved revenue per visitor and reduced strain on local infrastructure. The Clore Leadership report concludes that these models contribute more significantly to long-term prosperity and sustainability in regions dependent on tourism.
Al Nowais is an Emirati executive with over 15 years of leadership experience in tourism and hospitality. She currently serves as Corporate Vice President of Owner Relationship Management at Rotana. She holds a degree in Business Sciences – Finance from Zayed University and has managed initiatives related to corporate governance, sustainability, and regional tourism development. Her experience includes stakeholder engagement and international business strategy across the Middle East and beyond. Gulf News Journal reports that her professional track record supports her candidacy for Secretary-General of UN Tourism.