The Pan African Business Forum (PABF) is urging all African countries to unconditionally endorse and support the candidacy of Shaikha Nasser Al Nowais, the nominee of the United Arab Emirates, for the position of Secretary-General of the United Nations World Tourism Organisation (UNWTO) at the upcoming UN Tourism Secretary-General elections to be held in Madrid, Spain, on 30th May 2025.

If successfully elected, Shaikha Nasser Al Nowais will become the first female Secretary-General of the main United Nations body responsible for the promotion of sustainable and universally accessible tourism.

The UNWTO also promotes the value of tourism as a driver of economic growth, inclusive development, and environmental sustainability, and offers leadership and support in advancing knowledge and tourism policies worldwide.

In a letter written by Dr Ladislas Prosper Agbesi on behalf of the Executive Committee of the PABF and addressed to President John Mahama, the Pan-African group states it “strongly believes that Ms Shaikha Nasser Al Nowais is the most suitable candidate to fill the position of Secretary-General of the UNWTO from 2025 onwards”, citing a wide range of her professional and personal achievements.

Among these, the group highlights that Shaikha Nasser Al Nowais is highly qualified, with extensive hands-on experience in the global tourism and hospitality sector. This has equipped her with the acumen and leadership qualities needed to advance and support global tourism initiatives.

It adds that Shaikha is one of the leading tourism and hospitality figures the UAE has produced, with over 16 years’ experience as a senior executive in the sector.

They further argue that the UAE’s candidate brings leadership that extends beyond hospitality.

She serves as Chairwoman of the Tourism Working Group at the Abu Dhabi Chamber, is a Board Member of the Abu Dhabi Businesswomen Council, a member of the advisory board of the UAE Tourism Council, and a member of the Board of Trustees at Les Roches Hospitality Academy. In these roles, she drives policy advocacy, economic inclusion, and industry education.

Shaikha Nasser Al Nowais is also said to be a source of inspiration within the UAE and is considered one of the most highly rated and world-class tourism and hospitality executives, with superior knowledge of global best practices.

Although Ghana is advocating for Ambassador Muhammad Adam as a candidate for the UNWTO Secretary-General position for the 2026–2029 term, the PABF argues that it would be more prudent for the Ghanaian candidate to stand down his ambition in the immediate term and instead support the UAE’s Al Nowais, in the interest of enhancing mutual growth in the global tourism sector.

It is through the visionary leadership, commitment, philosophy, and dedication of His Highness Sheikh Mohamed bin Zayed Al Nahyan that the PABF says the UAE has been positioned for global recognition as one of the world’s most vibrant and leading tourism destinations. His Highness is credited as the mastermind behind the UAE Tourism Strategy 2031 and the Abu Dhabi Tourism Strategy 2030.

According to the letter, these strategies and programmes have propelled both the UAE and Abu Dhabi’s tourism sectors to new heights by aggressively targeting increased visitor numbers, job creation, and a boost in the tourism sector’s contribution to non-oil GDP.

Moreover, the achievements of His Highness have paved the way for the emergence of many exemplary leaders within the UAE who have significantly transformed the tourism and hospitality landscape — not only in the UAE but globally. Dr Agbesi noted that among such leaders is Ms Shaikha Nasser Al Nowais, a UAE citizen nominated for the position of Secretary-General of the United Nations World Tourism Organisation (UNWTO) 2025.

Throughout her campaign, the UAE’s Shaikha Al Nowais has shared her vision “to lead UN Tourism in promoting responsible, sustainable, and universally accessible tourism that stimulates economic growth and enriches global communities”, aligning with the aims and objectives of the global tourism organisation.

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About Shaikha Al Nowais

Shaikha Al Nowais is a distinguished leader in global tourism and hospitality, with on-the-ground experience in corporate governance, audit, sustainability, and economic development.

As Corporate Vice President of Owner Relationship Management at Rotana, she has led teams in spearheading strategic partnerships, inclusivity, development, and more. In this role, she was instrumental in optimising operational efficiency and championing sustainable tourism initiatives across the Middle East, Africa, Eastern Europe, and Turkey.

Her leadership extends beyond hospitality. She serves as Chairwoman of the Tourism Working Group at the Abu Dhabi Chamber, is a Board Member of the Abu Dhabi Businesswomen Council, a member of the advisory board of the UAE Tourism Council, and a member of the Board of Trustees at Les Roches Hospitality Academy, where she promotes policy advocacy, economic inclusion, and industry education.

A graduate in Finance from Zayed University, Shaikha brings over 16 years of extensive hands-on experience in the hospitality sector within the corporate environment, equipping her with a strategic vision to advance and support global tourism initiatives.