Shaikha Al Nowais elected next UN Tourism Secretary-General after landmark vote in Madrid

Today, the global tourism community turned its attention to Madrid, where the Executive Council of UN Tourism gathered to decide the organization’s strategic leadership for the 2026–2029 term. In a historic decision, Shaikha Al Nowais of the United Arab Emirates secured the council’s nomination as the next Secretary-General, marking the first time a woman will hold the top position in the agency’s 50-year history.

Al Nowais, a corporate vice president at Rotana Hotels in Abu Dhabi, emerged as the frontrunner early in the voting process, clinching 16 votes in the first round and ultimately securing a projected 24 votes in the second round — well above the minimum 18 required. Her closest competitor, Greece’s Harry Theoharis, who played a key role in Greece’s tourism recovery during the COVID-19 crisis, received 11 votes.

The selection now awaits formal approval by the United Nations General Assembly before Al Nowais takes office in January 2026.

A vision for transformation

In her remarks following the nomination, Al Nowais emphasized the transformational agenda she intends to bring to global tourism governance:

“As an Emirati woman, I’m honored to make history as the first woman worldwide to win the nomination for Secretary-General of UN Tourism (2026–2029). My vision rests on five pillars that will transform global tourism:

Responsible Tourism — protecting our planet, cultures, and communities;

Capacity Building — empowering women, youth, and local leaders;

Technology for Good — innovation that enhances lives while safeguarding privacy;

Innovative Financing — creating sustainable funding models for lasting growth; and

Smart Governance — delivering transparent, accountable leadership.

For a sustainable tourism future that serves communities around the world.”

Her leadership represents not only a milestone for gender representation but also a strategic shift in the agency’s priorities, particularly as Abu Dhabi continues to strengthen its position as a global tourism hub with recent projects like the announcement of a Disneyland park and a Las Vegas-style Sphere entertainment venue.

Gloria Guevara’s gracious exit

Among the five other candidates vying for the post, Mexico’s Gloria Guevara, one of the most recognized voices in global tourism, was considered a strong contender but was eliminated in the first round after receiving eight votes. Guevara, who has more than 35 years of experience and served as Mexico’s Minister of Tourism, offered a gracious concession and public congratulations to her opponent:

“Following today’s vote of UN Tourism in Spain, I would like to thank President Claudia Sheinbaum Pardo and the Government of Mexico for their unwavering support throughout my campaign. I am also grateful to all the leaders who endorsed my candidacy, and to my amazing team who stood by me on this journey. Congratulations to the new Secretary-General of UN Tourism — I wish her success in this important role.”

Guevara’s platform centered on building tourism resilience, sustainability, and inclusivity, particularly in the Global South. Despite her exit, her candidacy underscored Mexico’s continued leadership ambitions within global tourism circles.

Africa’s ambitions and lessons learned

Ghana’s Muhammed Adam, the African Union’s officially endorsed candidate, received just two votes and was also eliminated in the first round. His defeat raised important questions about the coherence and effectiveness of African diplomatic coordination in multilateral tourism leadership contests. Despite the setback, Adam’s campaign brought attention to critical issues such as strengthening the voice of developing countries and securing greater technical and financial support for underrepresented regions.

Strategic challenges ahead

Al Nowais will inherit an organization facing significant challenges, including declining membership after the departure of key countries like the U.S., Canada, and the U.K., who have questioned the value proposition of UN Tourism. She will be tasked with rebuilding trust, enhancing operational transparency, and aligning the agency’s initiatives with the rapidly evolving needs of the global tourism sector — particularly in the post-pandemic landscape.

For travel and hospitality professionals, the coming years under Al Nowais’ leadership will be closely watched as a test of how global governance structures can effectively support sustainable growth, innovation, and inclusivity in tourism.

Update:

Statement by Harry Theoharis on the Conclusion of the UN Tourism Secretary-General Election

“I fully respect the decision of the Executive Council of the UN Tourism to elect Shaikha Nasser Al Nowais as the next Secretary-General. I extend to her my warmest congratulations and sincere wishes for every success in her new role, with the hope that the Organization will move forward decisively—toward a more effective, modern, and inclusive future.

Although I was not elected,  I am proud of the journey we undertook. We conducted a campaign defined by integrity, consistency, and global reach—conducted with dignity and clear purpose.

My candidacy positioned Greece as a constructive voice in international dialogue, offering concrete proposals for a tourism sector that is resilient, sustainable, and fair. It reaffirmed our country’s institutional presence on the global stage.

If the principles that guided our vision—transparency, green development, and the empowerment of local communities—contribute in any way to shaping the Organization’s future course, it would be for me a deeply meaningful and lasting reward.

I wish to extend my deepest gratitude to my family, my dedicated team, the Minister of Tourism Ms. Olga Kefalogianni, the Ministry of Foreign Affairs, and the private sector partners whose support helped bring this campaign to life. Αbove all, I thank Prime Minister Kyriakos Mitsotakis for his trust and invaluable support. Without their belief in this vision, this journey would never have begun.

This campaign was, for me, not only a political endeavour but a national one. Greece has gained international recognition and credibility—and that, regardless of the electoral outcome, is our most important achievement.

My involvement in the field of tourism will continue. I remain present, committed, and ready to contribute wherever I can be of service—with ideas, proposals, and action.

With renewed determination, I continue in my responsibilities as a Member of the Hellenic Parliament with New Democracy, fully dedicated to representing the needs of our citizens and fulfilling our collective mission.

One chapter closes. A new one begins.
We move forward—with knowledge, experience, and the firm belief that Greece deserves more.

Thank you.”

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