Shaikha Nasser Al Nowais of the United Arab Emirates (UAE) has become the new Secretary General of the United Nations Tourism (UN Tourism), defeating leading candidates like Gloria Guevara of Mexico and Europe ‘s Harry Theoharis from Greece in an election held today, May 30, in Spain.

Al Nowais is the first woman from the Middle East to lead the organization. She said her focus will be on sustainability, digital transformation, economic empowerment, ethical governance and cultural exchange. Her goal is to create an inclusive and innovative ecosystem where tourism acts as a catalyst for global prosperity.

Five candidates contested to head UN Tourism, formerly known as the World Tourism Organization (UNWTO), which is a specialized agency of the United Nations.

The agency collaborates with 160 Member States, six Associate Members, and over 500 Affiliate Members to position tourism as a key driver of economic growth, inclusive development, and environmental sustainability. The Secretary-General serves as the chief administrative officer, overseeing the implementation of the organization’s programs and strategies, managing the Secretariat, representing UN Tourism at international forums, and guiding the organization’s work in areas such as tourism policy, education, and statistics.

The five candidates that contested were Muhammad Adam of Ghana, Shaikha Nasser Al Nowais of the United Arab Emirates, Habib Ammar of Tunisia, Gloria Guevara of Mexico, and Harry Theoharis of Greece.

UN Tourism plays a crucial role in collecting and disseminating tourism statistics, providing insights on key indicators for inbound and outbound tourism at global, regional, and national levels. The organization’s data dashboard offers comprehensive information on tourist arrivals, tourism’s share of exports, contribution to GDP, and more.