In her first speech… Al Nowais reveals the priorities of “International Tourism”

Sheikha Al Nowais, Secretary-General of the United Nations Tourism Organization, delivered her first speech in the UAE since assuming her position, becoming the first Emirati and the first woman ever to hold this international position, stressing that tourism must be a comprehensive tool that strengthens societies and supports sustainability and justice, and not just a sector that achieves economic growth.

In her speech delivered in Dubai during the World Government Summit, Al Nowais expressed her pride in returning home to deliver her first public speech as Secretary-General, saying, “I am here today in Dubai, in my home country, the United Arab Emirates, to deliver my first public speech in the Emirates as Secretary-General of the United Nations Tourism Organization.”

She added: “There is no better place to start than here,” describing the emirate as “not just a tourist destination, but a transformative city that proves that tourism is capable of building communities.”
Al Nowais officially assumed her position as Secretary-General of the United Nations Tourism Organization in January 2026, for a period extending until 2029.
She said that the UAE, which embraces more than 200 nationalities living and working side by side, provides a model for a society that is diverse in its cultures and languages, but united in its values, stressing that this model represents “the future we want for tourism: tourism that brings people together, creates opportunities, and enhances the sense of belonging.”

Al Nowais stressed that the core of her work at the United Nations Tourism Organization is based on the principle of “people first and communities first,” especially groups and regions that have long been outside the circle of attention. She explained that integrating local communities into tourism development leads to creating sustainable value, by providing job opportunities, developing skills, supporting small projects, and enhancing confidence, ensuring long-term growth.
The Secretary-General confirmed that the United Nations Tourism Organization seeks to transform standards into practical measures, stressing that the challenges facing the tourism sector are great, most notably climate change.

She said that tourism is a sector affected by climate change, but it also contributes to it, stressing that sustainability “will not be a side option, but rather the foundation on which work is based.”
She added that tourism is also required to reduce inequalities within and between countries, by opening opportunities for women, youth, local communities and rural areas, not through slogans, but through clear paths that include training, skills development, supporting entrepreneurs, and expanding access to opportunities.

Speaking about technology, Al Nowais stressed the importance of bridging the digital divide, so that technology becomes a bridge, not a barrier, stressing that artificial intelligence should help more destinations compete, not perpetuate the disparity between them.

She stressed that flexibility has become an essential element in any tourism strategy, calling for testing destinations’ readiness for crises, through clear plans, effective communication, and faster response, while providing greater support for small projects that form the backbone of the sector.
She pointed to the significant shift in the volume of global tourism, which has reached 1.5 billion tourists today, with expectations of reaching two billion tourists by 2030, stressing that this growth “is not just numbers, but rather a responsibility.”