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The UN Tourism Executive Council has met again for a milestone session to build on the legacy of the last eight years. Meeting for its 123rd session, the Council assessed progress made around the priorities of innovation, investments and education and looked ahead with the nomination of Shaikha Al Nowais as new Secretary-General from 2026. Upon confirmation by the UN Tourism General Assembly, Ms. Shaikha Al Nowais will become the woman to hold the position.
According to the May 2025 World Tourism Barometer from UN Tourism, over 300 million tourists travelled internationally in the first three months of 2025, about 14 million more than in the same months of 2024. On the back of this positive data, Member States were given an overview of the progress made in key areas designed to build a more innovation, resilient and sustainable sector.
Secretary-General Zurab Pololikashvili said: “Over the last eight years, UN Tourism has embraced a transformative vision. We have put tourism at the forefront of the global agenda to enhance its competitiveness and economic value. And we have never lost sight of our key priorities: education, investments, sustainable and rural development, women empowerment, new technologies, and international expansion.”
Over the last eight years, UN Tourism has embraced a transformative vision. We have put tourism at the forefront of the global agenda to enhance its competitiveness and economic value
Shaikha Al Nowais nominated to make history as first female UN Tourism head
Following protocol, the Council elected Shaikha Al Nowais as the next Secretary-General, to begin in January 2026. Her nomination will be put to the UN Tourism General Assembly for their approval. The nomination represents a landmark first for the sector, as the first woman leader of UN Tourism in its 50-year history.
Shaikha Nasser Al Nowais is an Emirati business leader with over 16 years of experience in global hospitality. As Corporate Vice President at Rotana Hotels, she has overseen owner relations across the Middle East, Africa, Eastern Europe, and Turkey. A graduate of Zayed University in Finance, she also chairs the Abu Dhabi Chamber’s Tourism Working Group and serves on the boards of the Abu Dhabi Businesswomen Council and Les Roches Hospitality Academy.
Celebrating shared progress
In Segovia, Secretary-General Pololikashvili presented a comprehensive report reviewing the outcomes of his eight-year mandate. The report was built around the main outcomes of the approved Programme of Work, namely:
Tourism Insights, including Key data trends shaping the industry’s future.
Tourism Knowhow, including the development of tourism products.
Investments and Innovation, supporting the core drivers of growth
Sustainability, with a focus on initiatives aligning with the SDGs.
Education and Human Capital development to build a strong, skilled workforce.
UN Tourism on the ground and its assistance to Member States.
Budget allocation and Human Resources.
Highlights included strengthened tourism data systems, expanded rural tourism initiatives (including the Best Tourism Villages and STAR tool), new programming in gastronomy, sports, and urban tourism, and the integration of Artificial Intelligence and social innovation into the Organization’s broader agenda. Member States were also updated on the significant growth in the UN Tourism Online Academy, new International Academies in Association with UN Tourism, and record foreign direct investment figures.
Strengthening global presence and new Innovation Office for Africa
The Council also welcomed updates on the development of Thematic and Regional offices. On the eve of the Executive Council Secretary-General Zurab Pololikashvili and Tourism Minister of the Kingdom of Morocco Fatim-Zahra Ammor and UN Tourism formalized an agreement to create he first UN Tourism Thematic Office on Innovation for Africa in Rabat. The office will advance UN Tourism’s 2030 Agenda for Africa, and aims to position tourism as a key driver of development through innovation across the region.
