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Home » TOURISM NEWS » United Arab Emirates, Spain, Greece, Mexico, Ghana, United States, Canada, United Kingdom: Nations Align for Tourism Renewal as UN Elects New Secretary-General Amid Calls for Global Cooperation and Equity Saturday, May 31, 2025In a momentous decision reshaping the landscape of global tourism leadership, Shaikha Al Nowais of the United Arab Emirates has been elected as the next Secretary-General of UN Tourism, following a landmark vote by the Executive Council in Madrid, Spain. Her victory marks a historic first—the first woman to lead the international tourism body since its founding, signaling a transformative chapter for the organization and global travel governance.The selection process, which took place on May 30, 2025, drew international attention as tourism ministers, diplomats, and industry stakeholders awaited the outcome of one of the most contested elections in the agency’s history.A Groundbreaking Win for Women and the Middle EastAl Nowais, who currently serves as Corporate Vice President at Rotana Hotels in Abu Dhabi, emerged as a frontrunner from the outset. She secured 16 votes in the first round, quickly building consensus among council members, and ultimately clinched 24 votes in the second round—well above the required 18 votes to secure the nomination.Her victory not only represents a breakthrough for gender representation in global tourism leadership, but also places the United Arab Emirates at the forefront of shaping the sector’s global agenda. Pending formal ratification by the United Nations General Assembly, Shaikha Al Nowais will officially take office in January 2026, overseeing the organization’s operations for the 2026–2029 term.A Vision Rooted in Innovation, Inclusion, and SustainabilityFollowing her nomination, Al Nowais laid out a comprehensive and visionary agenda for transforming global tourism, centered on five strategic pillars:Responsible Tourism: Fostering tourism that protects the environment, celebrates cultural heritage, and benefits communities.Capacity Building: Prioritizing the empowerment of women, youth, and local leaders in tourism development.Technology for Good: Promoting innovation that enhances travel experiences while respecting data privacy.Innovative Financing: Developing sustainable investment models to support long-term tourism infrastructure.Smart Governance: Implementing transparent and accountable systems within UN Tourism and its initiatives.Her goals underscore a clear departure from traditional models and embrace a future-forward approach to global tourism governance. The emphasis on sustainability, inclusion, and innovation aligns closely with ongoing global priorities as the travel industry rebounds from the pandemic and responds to shifting consumer expectations.Abu Dhabi’s Rise as a Global Tourism PowerhouseAl Nowais’ election also shines a spotlight on Abu Dhabi, which in recent years has ramped up its investments in tourism infrastructure and global entertainment attractions. The emirate has announced high-profile projects such as:A new Disneyland parkA Las Vegas-style Sphere entertainment venueExpansions in heritage tourism, cultural sites, and smart city travel technologyThese initiatives demonstrate the UAE’s commitment to establishing itself as a global tourism hub, and Al Nowais’ new position is expected to further elevate the region’s voice on the world stage.Competitors Reflect on Campaigns and Regional StrengthAmong the six candidates for the role, Greece’s Harry Theoharis finished second with 11 votes. The former Minister of Tourism of Greece, Theoharis played a pivotal role in revitalizing Greek tourism during the COVID-19 pandemic, earning him international recognition.In his post-election statement, he congratulated Al Nowais and reaffirmed Greece’s role as a constructive contributor to international tourism policy. His campaign highlighted green development, community empowerment, and institutional transparency, aiming to position Greece as a leader in fair and resilient tourism.Another prominent figure, Mexico’s Gloria Guevara, a former Minister of Tourism and long-time global tourism advocate, was eliminated in the first round with eight votes. Her campaign emphasized the Global South, sustainability, and tourism resilience. In a gracious concession, Guevara expressed gratitude to Mexico’s government and President Claudia Sheinbaum Pardo, and pledged continued support for global tourism initiatives.Africa’s Representation and Lessons from the VoteGhana’s Muhammed Adam, the candidate endorsed by the African Union, received just two votes, also exiting in the first round. His campaign brought valuable attention to the need for greater representation of developing nations in global tourism governance.Adam’s candidacy spotlighted the need for technical assistance, funding, and multilateral support for tourism in underrepresented regions. Though unsuccessful, his participation was a key milestone in advocating for Africa’s voice in international travel development discussions.Key Strategic Challenges Awaiting the New Secretary-GeneralAs Shaikha Al Nowais prepares to assume office in 2026, she faces a dynamic set of challenges that will shape her tenure. Most notably:Membership Decline: Key countries such as the United States, Canada, and the United Kingdom have withdrawn from UN Tourism, citing concerns about governance and value proposition.Rebuilding Trust: Re-engaging with these former members and restoring credibility within the global tourism community will be crucial.Post-Pandemic Recovery: Aligning the organization’s resources with the evolving needs of the sector, including health safety, digital transformation, and sustainable tourism strategies.Equitable Development: Ensuring that small and developing nations receive adequate support in tourism development and promotion.With mounting pressure for reform, her leadership will be a test of visionary action and effective diplomacy within a complex geopolitical landscape.Why This Election Matters for Global TourismThe UN Tourism Secretary-General holds a unique position at the nexus of policy, diplomacy, and industry, shaping the future of a sector that contributes over 10% to global GDP and supports hundreds of millions of jobs worldwide.Al Nowais’ appointment is more than a symbolic win for gender equality; it also marks a strategic pivot toward 21st-century governance in tourism—emphasizing agility, equity, innovation, and collaboration.For industry professionals, governments, and communities, this leadership change presents both opportunity and responsibility. Under Al Nowais, UN Tourism is expected to accelerate efforts toward more inclusive, climate-resilient, and tech-enabled tourism systems.He reaffirmed his role as a Member of the Hellenic Parliament, pledging continued contributions to both national and international tourism efforts.A New Chapter BeginsWith her election, Shaikha Al Nowais becomes not only the first woman to lead UN Tourism but also a symbol of transformation in how tourism leadership is envisioned and implemented. Her inclusive and dynamic platform, combined with a clear understanding of the challenges ahead, sets the tone for what many expect to be a groundbreaking administration.As the global travel sector continues to evolve post-pandemic—facing everything from climate change to digital disruption—the need for strong, transparent, and innovative leadership has never been greater.With Abu Dhabi, Madrid, and the global tourism community watching closely, 2026 will usher in a new era of global cooperation, visionary strategy, and sustainable travel development—all under the guidance of a historic new leader.Tags: Abu Dhabi Tourism News, Africa, Asia, Canada, Europe, ghana, greece, Madrid Tourism news, mexico, north america, Spain Tourism News, Travel News, UAE tourism news, United Arab Emirates, United Kingdom, United States
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