The Pan African Business Forum (PABF) has issued an urgent appeal to South Africa and all African nations to “unconditionally endorse and support” the candidacy of Shaikha Nasser Al Nowais of the United Arab Emirates for the post of Secretary-General of the United Nations World Tourism Organization (UNWTO).
The pivotal election, set for May 30 (2025) in Madrid, Spain, presents a landmark opportunity for the UNWTO to appoint its first female Secretary-General—a leader who would steer the organisation’s mission of advancing sustainable, inclusive, and universally accessible tourism while driving economic growth, environmental sustainability, and global community development.
In a formal letter addressed to South African President Cyril Ramaphosa, Dr Ladislas Prosper Agbesi, writing on behalf of the PABF Executive Committee, expressed unwavering support for Al Nowais, stating:
“Ms. Shaikha Nasser Al Nowais is the most suitable candidate to fill the position of Secretary-General of the UNWTO from 2025 onwards.”
Why Africa should back Al Nowais
The PABF’s endorsement is rooted in Al Nowais’ exceptional qualifications and transformative leadership in global tourism. Key highlights include:
- 16+ years of tourism & hospitality leadership: Recognised as “one of the leading UAE tourism and hospitality leaders the global fraternity has ever produced,” Al Nowais brings hands-on expertise from her role as Corporate Vice President at Rotana Hotels, where she championed sustainable tourism, operational efficiency, and strategic partnerships across the Middle East, Africa, Eastern Europe, and Turkey.
- Trailblazer for Women in Leadership: As the first Emirati woman nominated for UNWTO leadership, her candidacy breaks barriers and aligns with global goals for gender equality in executive roles.
- Advocate for Inclusive Economic Growth: Beyond hospitality, she serves as:
- First female board member of the Dubai Hotel Group (Dubai Chamber of Commerce, 2025)
- Chairwoman of the Abu Dhabi Chamber’s Tourism Working Group
- Board Member of the Abu Dhabi Businesswomen Council
- Advisory board member of the UAE Tourism Council
Her work in policy advocacy, economic inclusion, and tourism education aligns with Africa’s developmental goals.
- Vision aligned with Africa’s tourism potential: Al Nowais’ campaign pledge—“To lead UN Tourism in promoting responsible, sustainable, and universally accessible tourism that stimulates economic growth and enriches global communities”—resonates with Africa’s need for tourism-driven job creation and infrastructure development.
UAE’s tourism legacy underpins her candidacy
The PABF credits the UAE’s visionary leadership under His Highness Sheikh Mohamed bin Zayed Al Nahyan for positioning the nation as a global tourism powerhouse. The UAE Tourism Strategy 2031 and Abu Dhabi Tourism Strategy 2030—spearheaded by Sheikh Mohamed—have set benchmarks for visitor growth, job creation, and non-oil GDP diversification.
“His Highness’s achievements have paved the way for exemplary leaders like Shaikha Al Nowais, who has significantly impacted the global tourism landscape,” noted Dr Agbesi.
A call to action for South Africa and Africa
As the election approaches, the PABF urges South Africa and fellow African nations to:
- Endorse Al Nowais as a candidate who understands Africa’s tourism potential.
- Strengthen UAE-Africa ties through collaborative tourism initiatives.
- Advocate for sustainable tourism policies that benefit emerging economies.
Shaikha Al Nowais’ election would mark a historic milestone—not just for the UAE, but for Africa and the global tourism sector.
About Shaikha Nasser Al Nowais: A trailblazer in global tourism
Shaikha Nasser Al Nowais is a visionary leader and the first Emirati woman nominated for the role of UNWTO Secretary-General, marking a historic milestone for the UAE and the global tourism sector. With over 16 years of managerial excellence, she embodies the UAE’s commitment to women’s empowerment, sustainable development, and cross-border collaboration.
Education & early leadership
A graduate of Zayed University—Dubai’s premier institution for fostering future leaders—she earned a Bachelor of Science in Business Sciences and Finance (2006), laying the foundation for her expertise in economic strategy and corporate governance.
Transformative hospitality leadership
As Corporate Vice President – Owner Relationship Management at Rotana Hotels (since 2018), she has been instrumental in:
- Forging strategic partnerships with property owners across Rotana’s global portfolio.
- Driving operational excellence in the MENA region’s hospitality sector.
- Championing sustainable tourism practices across emerging markets, including Africa.
Her tenure at Rotana solidified her reputation as a bridge-builder between investors, governments, and local communities—a skill critical for the UNWTO’s mission.
Breaking barriers in governance
Shaikha’s leadership extends across pivotal roles:
- First Female Board Member, Dubai Hotel Group (Dubai Chamber of Commerce, 2025): Spearheading industry collaboration to elevate global hospitality standards.
- Chairwoman, Tourism Working Group (Abu Dhabi Chamber): Advancing policies for inclusive economic growth.
- Board Member, Abu Dhabi Businesswomen Council: Empowering women in entrepreneurship and leadership.
- Advisor, UAE Tourism Council & Trustee, Les Roches Hospitality Academy: Shaping the next generation of tourism innovators.
A legacy of mentorship & advocacy
Committed to nurturing future leaders, she actively supports:
- Abu Dhabi Hospitality Academy – Les Roches: Developing Emirati and global talent in tourism.
- Youth & Women’s Empowerment Initiatives: Creating pathways for underrepresented groups in hospitality.
*For insightful stories highlighting remarkable individuals and organisations going above and beyond for our breathtaking nation and the African continent at large, visit our Empower SA page.
