38 years old Shaikha Nasser Al Nowais of UAE clinches historic vote to become UN Tourism first female Secretary General

…mixed reactions trail her victory

Andrew Iro Okungbowa

 

Twenty-seven years old Shaikha Nasser Al Nowais of United Arab Emirates (UAE) has made history, as she emerged as the first female ever to be elected as Secretary General of United Nations Tourism. She beat four other contenders to emerge at the keenly contested election by the Executive Council members of UN Tourism held today at the global tourism body headquarters in Madrid, Spain.

The other contenders included two Africans; Habib Ammar (Tunisia); and Muhammad Adam (Ghana); Harry Theoharris of Greece and Gloria Guevara of Mexico. At the first ballot Adam got two votes, Theoharris 11 votes, Guevara 6 votes while Al Nowais scored 16 votes.

But at the second round of ballot, Nowais got 24 votes while Theoharris, who was her closer rival for the second round scored 11 votes.

Prior to the election, Theoharris and Guevara were touted as the two top contenders while no one gave Nowais any chance of winning. However, the equation changed when Georgia withdrew its candidacy, Zurab Pololikashvili, the incumbent occupier of the post, who was going for a record third term, which was canvassed against by many people and groups within and outside of the UN Tourism because his bid was seen as against the tradition and antecedents of the body.

With Georgia withdrawing it support from Pololikashvili and declaring support for Nowais’s candidacy, the calculations changed, as many people touted Nowais as the anointed candidate. This is because the Asians, Gulf States and others, including European bloc and the heavy machinery of Pololikashvili shifted their base to her.

The UN Executive Council has 35 members. To emerge as winner or nominee, a candidate is expected to score 18 votes either at the first or subsequent ballots. Election of Nowais will be rectified at the UN General Assembly slated to hold in November in Riyadh, Saudi Arabia.

If confirmed by the UN Tourism General Assembly as expected, she will formally take over from Pololikashvili in January 2026 for a first term tenure of four years. Her reign will put an end to Pololikashvili eight years of two terms.

Africa has 11 countries of the 35 member countries of the Executive Council: Argentina, Armenia, Azerbaijan, Bahrain, Brazil, Bulgaria, Cape Verde, China, Colombia, Croatia, Czech Republic, DRC, Dominican Republic, Georgia, Ghana, Greece, India, Indonesia, Iran, Italy, Jamaica, Japan, Lithuania, Morocco, Mozambique, Namibia, Nigeria, South Korea, Rwanda, Saudi Arabia, South Africa, Spain, Tanzania, UAE, and Zambia.

Ahead of the election Africa region lined up with Guevara and Theoharris while it two candidates were abandoned. Following this development, many see Africa as the greatest loser as it has nothing going for it while Latin America and other regions and those who canvassed for switch of power from Europe and Asia that have in over two decades monopolised the position of Secretary General of the 50 years UN Tourism body, as losers too.

Mixed reactions have trailed Nowais victory, with UAE, Europe and Asia that supported her described her emergence as a good development for UN Tourism while those who have canvassed for a switch from either Europe and Asia to other region, lament the development, expressing disappointment over her victory and accused Europe and Asia of ganging up against other regions to continue to monopolise the office of the Secretary General.

 

Profile of Nowais

The new Secretary General of UN Tourism, Nowais, is seen as a relatively young person, with no much of experience under her belt. She is from the United Arab Emirates (UAE) and from the rich and renowned family of Rotana Group, where she holds the position of Corporate Vice President of Owner Relationship Management. Rotana is a leading hotel management company in the region. She also serves on several boards and advisory councils related to tourism, business, and education, including the Abu Dhabi Chamber of Commerce, the Abu Dhabi Businesswomen Council, and the Les Roches Hospitality Academy.

She has over 16 years of experience in the hospitality sector, with a strong focus on strategic partnerships, operational efficiency, and sustainable tourism initiatives.

Nowais is believed to have managed Rotana properties across the Middle East, Africa, Eastern Europe, and Turkey.

She is also a champion of sustainable tourism practices, working to integrate environmental and social responsibility into the tourism industry.

Shaikha Nasser Al Nowais, the UAE’s candidate for is a globally recognized leader in tourism, hospitality, and economic development. With over 16 years of strategic leadership, she has driven sustainable tourism, ethical governance and inclusive growth across diverse regions.