Dr Ladislas Prosper Agbesi and Shaikha Nasser Al Nowais
The Pan African Business Forum (PABF) is calling on all African countries to unconditionally endorse and support the candidacy of Shaikha Nasser Al Nowais, the nominee of the United Arab Emirates (UAE), for the position of Secretary-General of the United Nations World Tourism Organization (UNWTO).
The election is scheduled to take place in Madrid, Spain, on May 30, 2025.
If elected, Shaikha Nasser Al Nowais would become the first female Secretary-General of the UN agency responsible for promoting sustainable and universally accessible tourism.
The UNWTO also champions tourism as a driver of economic growth, inclusive development, and environmental sustainability, while offering global leadership in advancing tourism knowledge and policy.
In a letter signed by Dr Ladislas Prosper Agbesi on behalf of the PABF Executive Committee and addressed President John Dramani Mahama, the Forum stated its strong belief that Ms. Al Nowais is the most suitable candidate for the post, based on her extensive professional and personal accomplishments.
According to the letter, Shaikha Nasser Al Nowais is a highly qualified leader with more than 16 years of experience in the tourism and hospitality industry. Her deep hands-on knowledge and executive leadership in this space position her well to advance and support global tourism initiatives.
PABF emphasised that she is widely regarded as one of the UAE’s most accomplished tourism and hospitality leaders.
In addition to her executive career, Al Nowais currently 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
Board Member of Trustees at Les Roches Hospitality Academy
Through these roles, she drives policy advocacy, economic inclusion, and education in the tourism industry. She is also considered an inspirational figure in the UAE and a world-class executive with superior knowledge of global tourism and hospitality practices.
Although Ghana is currently backing Ambassador Muhammad Adam as its candidate for the UNWTO Secretary-General role for the 2026–2029 term, PABF is urging Ghana to reconsider and instead support Al Nowais. The group argues that aligning with the UAE candidate could enhance mutual growth in the global tourism sector.
PABF attributes the UAE’s recent success in tourism development to the visionary leadership of His Highness Sheikh Mohamed bin Zayed Al Nahyan.
Under his guidance, the UAE has launched the UAE Tourism Strategy 2031 and Abu Dhabi Tourism Strategy 2030, both of which have significantly increased tourism’s contribution to the country’s non-oil GDP, visitor numbers, and job creation.
“These initiatives have propelled the UAE to global recognition as one of the world’s most vibrant tourism destinations,” Dr. Agbesi wrote. “They have also paved the way for the emergence of exceptional UAE leaders such as Ms. Shaikha Nasser Al Nowais, who has been nominated for the position of Secretary-General of UNWTO.”
On the campaign trail, Al Nowais has shared a vision “to lead UN Tourism in promoting responsible, sustainable, and universally accessible tourism that stimulates economic growth and enriches global communities”—a mission aligned with the UNWTO’s core values.
Shaikha Al Nowais is a distinguished figure in global tourism and hospitality, with significant experience in corporate governance, sustainability, audit, and economic development.
As Corporate Vice President of Owner Relationship Management at Rotana, she has led teams to forge strategic partnerships, promote inclusivity, and optimize operational efficiency. Her remit includes the Middle East, Africa, Eastern Europe, and Turkey, where she has championed sustainable tourism initiatives.
She holds a degree in Finance from Zayed University and brings over 16 years of leadership experience in the hospitality industry, positioning her with the strategic vision required to lead and support global tourism transformation.