By Business Insider Reporter
Shaikha Al Nowais has been confirmed as the new Secretary-General of UN Tourism. Meeting recently in Riyadh, Saudi Arabia, the Organisation’s General Assembly formally ratified her nomination and showed their strong support.
Ms. Al Nowais will be the first woman to lead the United Nations Specialised Agency for tourism in its 50-year history. She will begin her term at the start of 2026, having gained significant experience in the private sector, most notably as Corporate Vice President at Rotana Hotels.
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.
Addressing the Assembly, the Secretary-General-elect said: “This is a triumph for all of us. It is a shared moment that reflects our collective vision for a stronger, more connected, and more compassionate world of tourism.
“Together, we represent the hopes of millions whose lives are touched by this sector. Together, we carry the belief that tourism, at its best, can uplift nations and unite humanity.”
Looking ahead, to her mandate, Ms. Al Nowais outlined five core priorities: “Responsible tourism, capacity building, technology for good, innovative financing, and smart governance – each designed to make our sector more inclusive, resilient, and human.”
She also paid tribute to the incumbent Secretary-General Zurab Pololikashvili, commending his “vision, commitment, and role in strengthening UN Tourism’s voice and global presence.”
The new Secretary-General was nominated by UN Tourism’s Executive Council in May. Following protocol, her nomination was put before the 160 Member States at the 26th General Assembly for their confirmation.
UN Tourism (formerly UNWTO) is the United Nations agency responsible for promoting sustainable, inclusive, and responsible tourism worldwide. Headquartered in Madrid, Spain, the agency comprises 160 member states along with associate and affiliate members.
In January 2024, UNWTO officially rebranded as UN Tourism, adopting a more approachable identity built around the tagline “bringing the world closer.” The agency’s strategic mission is to advance responsible, sustainable, and universally accessible tourism.
Part of its work involves assisting governments in strengthening tourism policies, improving planning systems, and adopting global standards. In Tanzania, this support has contributed to better management of key destinations such as the Serengeti, Zanzibar, and Mount Kilimanjaro, where tourism is a vital economic driver.
Tanzania’s tourism industry posted a record-breaking rebound in 2024, welcoming 2,141,895 international arrivals, up from 1.8 million in 2023. Tourism earnings rose by 15.7 percent to US$ 3.9 billion, reinforcing its position as one of the country’s most important sources of foreign currency.
According to the National Bureau of Statistics’ Exit Survey, arrivals in 2024 were 40 percent higher than pre-pandemic levels, underscoring the strength of the recovery.
The rebound mirrors a broader global trend. Worldwide, tourism surged to 1.4 billion international arrivals in 2024, reaching 99 percent of pre-COVID volumes, according to the UN Tourism World Tourism Barometer. This global upswing represents an 11 percent increase over 2023 and reflects growing confidence and demand in international travel.
The rise in visitor numbers in Tanzania has been driven by targeted promotional campaigns, improved air connectivity, and diversification into new source markets including China, South Africa, and Australia. Officials say the tourism sector is rapidly becoming a linchpin of the national economy, contributing significantly to GDP and foreign exchange earnings as the country solidifies its position as one of Africa’s top travel destinations.
