Ghana’s quest to lead the world’s foremost tourism body ended in disappointment on Thursday, as the Executive Council of UN Tourism elected Shaikha Al Nowais of the United Arab Emirates as the next Secretary-General, following two rounds of tightly contested voting in Madrid.

Ghana’s candidate, Muhammed Adam, secured just 2 votes in the first round of the election and was eliminated alongside Mexico’s Gloria Guevara, who received 8 votes. Al Nowais led the first round with 16 votes, followed by Greece’s Harry Theoharis with 11.

In the second round, Al Nowais pulled ahead with a projected 24 votes (figure to be confirmed), defeating Theoharis, who garnered 11.

This outcome brings Ghana’s second bid for the top UN Tourism position in 15 years to a close. The earlier attempt, backed by Tunisia in 2009, also failed to reach the final stage. This time, the African Union officially endorsed Adam, raising hopes of a historic win for the continent. His platform focused on giving a stronger voice to the Global South, building tourism resilience in developing countries, and increasing technical and financial support for underrepresented regions.

Africa’s diplomatic dilemma

Despite the AU’s endorsement, Adam’s low vote count suggests that African unity around his candidacy did not translate into consolidated support at the Executive Council level. With Tunisia’s Habib Ammar withdrawing from the race prior to voting, Adam became Africa’s sole contender – but many believe that divisions among African council members and lack of coordinated lobbying contributed to his early exit.

Diplomatic analysts have noted that some African countries may have shifted allegiance to stronger global players, particularly after Georgia unexpectedly withdrew its support for incumbent Secretary-General Zurab Pololikashvili and backed the UAE’s candidate, reportedly influencing several countries’ voting behaviour.

While Ghana’s Ministry of Tourism and Ministry of Foreign Affairs worked tirelessly behind the scenes to rally support for Adam, the political dynamics and shifting alliances in the run-up to the vote appeared too formidable to overcome.

A missed opportunity – or a moment for reflection?

Adam’s defeat has sparked reflection among African tourism leaders about the continent’s position within global tourism governance. His candidacy was widely seen as credible, with strong credentials in policy leadership and regional cooperation. Yet, without a fully aligned and proactive campaign across the continent, Africa’s potential to lead at this level once again remains unfulfilled.

Despite the outcome, Ghanaian officials say they remain committed to advancing Africa’s tourism priorities through international partnerships, regional collaboration, and internal 

What Shaikha Al Nowais’s leadership means for Africa

As the first woman elected to the UN Tourism Secretary-General post, Shaikha Al Nowais brings a private-sector background and a pro-innovation platform to the role. Her pledges to empower youth and women, support sustainable destination development, and build cross-regional collaboration may benefit Africa – particularly if the UAE extends its tourism investment strategy to Sub-Saharan Africa.

Her election presents both a challenge and an opportunity for African countries to engage more strategically with UN Tourism, ensuring that the continent’s needs remain on the agenda, even without one of its own at the helm.

Looking ahead

Shaikha Al Nowais will officially begin her term on 1 January 2026, pending approval by the General Assembly in November 2025. Her leadership comes at a time of transformation in global tourism, and African countries – including Ghana – will need to remain assertive in shaping policy, accessing funding, and telling their own tourism stories on the world stage.

As Ghana’s campaign winds down, one thing is clear: the ambition to see Africa rise in global tourism governance is far from over. The lessons from this campaign will inform the next chapter – one that could yet see an African at the helm in the years to come.