The UN Tourism has confirmed the appointment of Ms. Al Nowais as its new Secretary-General. The appointment took place during the 26th General Assembly this week, where the 160 Member States formally confirmed her nomination. The term will begin at the start of 2026 and run until 2030. Ms. Al Nowais makes history as she becomes the first woman to lead the organisation in its 50-year history.

Ms. Al Nowais brings significant experience to the global role. She has gained notable expertise in the private sector, most recently serving as Corporate Vice President at Rotana Hotels. She holds further key positions, including Chair of the Abu Dhabi Chamber’s Tourism Working Group. She also serves on the boards of both the Abu Dhabi Businesswomen Council and the Les Roches Hospitality Academy.

Addressing the Assembly following her confirmation, the Secretary-General-elect made a powerful statement. She called the appointment a collective victory for the entire sector. “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,” she told delegates.

Ms. Al Nowais outlined five core priorities that will define her mandate. These include responsible tourism, capacity building, technology for good, innovative financing, and smart governance. She explained that each priority is designed to make the sector more inclusive, resilient, and human. She also paid tribute to the current Secretary-General, Zurab Pololikashvili. She praised his “vision, commitment, and role in strengthening UN Tourism’s voice and global presence.”

The appointment was the main event of the first day of the General Assembly. The nomination itself was first put forward by UN Tourism’s Executive Council back in May. The General Assembly will see delegates participate in four plenary sessions and numerous meetings across seven specialised committees. The Assembly followed the 124th session of the UN Tourism Executive Council. That session had provided Member States with an update on the shared Programme of Work. That programme is currently built on the pillars of boosting investments, supporting innovation and widening education and opportunity in the sector.