Shaikha Al Nowais, a candidate for the position of Tourism Secretary-General at the United Nations, emphasized the importance of prioritizing sustainability, community well-being, and technological equity in international tourism. This statement was made during an interview with Politico.
“Tourism is a good thing, but it has to be handled in the right way, with the best interests of both the traveler and the local resident in mind,” said Shaikha Nasser Al Nowais, Tourism Secretary-General Candidate. “Sustainability is key. There needs to be a shift toward regenerative tourism models that protect ecosystems while expanding opportunity. We need smart regional investment funds, multilingual tourism tech and training programs for local entrepreneurs.”
The 2025 race for UN Tourism Secretary-General features six candidates from various global regions and is considered one of the most competitive in the organization’s history. Among these candidates is Al Nowais from the United Arab Emirates (UAE), marking her as the first Emirati woman nominated and representing the Middle East. According to Breaking Travel News, the election will occur during the Executive Council meeting in Madrid on May 30, with confirmation of the winner’s appointment set for the General Assembly in Riyadh in November. This election underscores a growing focus on inclusive leadership and global representation within UN Tourism.
Tourism continues to be a significant driver of the European Union’s economy, contributing approximately 10% to its Gross Domestic Product (GDP) in 2024. The European Parliament notes that tourism not only supports direct employment but also enhances related sectors such as retail and transport. Urban economies particularly benefit from tourism’s ability to attract investment and foster cultural exchange, positioning it as a key pillar of post-COVID recovery. The EU remains committed to investing in sustainable tourism to balance growth with livability.
In recent months, European cities have experienced an increase in protests concerning tourism’s adverse effects, especially in Spain and Italy. Reuters reported that tens of thousands marched in the Canary Islands in May 2025 against rising housing costs and environmental pressures linked to mass tourism. Cities like Barcelona, Venice, and Amsterdam have also witnessed organized backlash due to issues such as overcrowding, gentrification, and infrastructure degradation. These movements highlight a broader debate over the limits of tourism-driven urban development.
Al Nowais is an experienced hospitality executive currently serving as Corporate Vice President of Owner Relationship Management at Rotana Hotel Management Corporation. With over 15 years in the industry, she has led strategic tourism projects across the Middle East and North Africa (MENA) region while advocating for gender inclusivity in tourism leadership. Her professional biography on ShaikhaNasser.com indicates her involvement in promoting sustainable tourism policies and public-private partnerships aimed at enhancing sector resilience.