The Pan African Business Forum (PABF) is urging all African Countries to endorse and support the candidacy of Shaikha Nasser Al Nowais, the nominee of the United Arab Emirates as a candidate for the position of Secretary – General of the United Nations World Trade Organisation (UNTWO) at the next UN Tourism Secretary – General elections 2025 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 Organ 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 PABF and addressed to President John Mahama, the Pan Africa group says 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” on a wide range of her professional and personal achievements.
Some of these the group Identified Includes Shaikha Nasser Al Nowais being highly qualified with extensive hands-on experience in the global tourism and hospitality sector, which has equipped her with strong acumen and leadership qualities to advance and support global tourism initiatives.
Also it says Shaikha is one of the leading UAE tourism and hospitality leader that the global tourism and hospitality fraternity has ever produced with over 16 years experience as senior tourism and hospitality executive in UAE. They further argued the UAE’s candidate leadership extends beyond hospitality.
She serves as Chairwoman of the Tourism Working Group at the Abu Dhabi Chamber, Board Member of the Abu Dhabi Businesswomen Council, member of the advisory board of the UAE Tourism Council and the Board of Trustees at Les Roches Hospitality Academy, where she drives policy advocacy, economic inclusion, and industry education.
Shaikha Nasser Al Nowais is also ssaid to be a source of inspiration to the UAE nation and is a highly rated and world class Tourism and hospitality executives with superior knowledge of global tourism and hospitality practices.
Although Ghana is advocating for Ambassador Muhammad Adam as candidate for the UNWTO Secretary-General position for the 2026-2029 term, PABF argues that it would be more prudent for the Ghanaian candidate to stand-down his ambition in the immediate term and instead join hands in supporting UAE’s Al Nowais to enhance mutual growth in the tourism sector globally.
Through the visionary leadership, commitments, philosophy and dedications of His Highness, Sheikh Mohamed bin Zayed Al Nahyan that the PABF says the UAE has been positioned and has set the stage for global recognition as one of the world’s vibrant and leading tourism destinations 2ith His Highness being the mastermind behind UAE Tourism Strategy 2031 and Abu Dhabi Tourism Strategy 2030.
These strategies and programmes the letter added have propelled both the UAE and Abu Dhabi’s tourism sector to new heights by aggressively targeting an increase in visitors, job creation and increase in the tourism sector’s contribution to non-oil GDP across the UAE and Abu Dhabi.
“Moreover, His Highness’s achievements have paved the way to the emergence of many UAE exemplary leaders that have transformed and made a significant impact to the tourism and hospitality landscape within the UAE in particular and the world in general”.
Dr. Agbesi Further noted while explaining that such person in mind includes, Ms. Shaikha Nasser Al Nowais, a UAE Citizen that has been nominated for the position of Secretary – General of the United Nations World Trade Organisation (UNTWO) 2025.
Throughout her campaign trail UAE’s Shaikha Al Nowais says she has a vision t“To lead UN Tourism in promoting responsible, sustainable, and universally accessible tourism that stimulates economic growth and enriches global communities” in line with the aims and objectives of the global tourism organization.
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 managed teams in spearheading strategic partnerships, inclusivity, development and more. Here she was instrumental in optimizing operational efficiency, and championing sustainable tourism initiatives across the Middle East, Africa, Eastern Europe, and Turkey which was her remit.
Her leadership extends beyond hospitality; she serves as Chairwoman of the Tourism Working Group at the Abu Dhabi Chamber, Board Member of the Abu Dhabi Businesswomen Council, member of the advisory board of the UAE Tourism Council and the Board of Trustees at Les Roches Hospitality Academy, where she drives policy advocacy, economic inclusion, and industry education.
A graduate in Finance from Zayed University, Shaikha brings 16+ years of extensive hands-on experience in the hospitality sector in the corporate network, equipping her with a strategic vision for advancing and supporting global tourism initiatives.
