The Pan African Business Forum (PABF) has called on Nigerian President Bola Tinubu to rally African support behind the United Arab Emirates’ candidate, Shaikha Nasser Al Nowais, for the post of Secretary-General of the United Nations World Tourism Organization (UNWTO) ahead of the 2025 election in Madrid.
In a formal letter to Tinubu, Ladislas Prosper Agbesi, chairman of the PABF Executive Committee, described Al Nowais as an “exceptional and transformational leader” and urged Nigeria and the African Union to endorse her candidacy.
If elected, Al Nowais would be the first woman to lead the UNWTO, a specialised UN agency that promotes sustainable and inclusive global tourism. The election is scheduled for May 30, 2025.
Agbesi said Tinubu’s influence as chair of ECOWAS and his growing continental leadership could be pivotal in uniting African countries behind the UAE’s nominee.
“Africa’s collective endorsement could be decisive,” Agbesi said. “We urge you to leverage your voice and influence to rally Africa behind the UAE’s candidate.”
The group cited Al Nowais’ 16-year career in tourism and hospitality, including her current role as Vice President of Owner Relationship Management at Rotana, a leading hotel group in the Middle East. In that role, she has led sustainability efforts, strategic partnerships, and operational expansion across Africa, the Middle East, Eastern Europe, and Turkey.
Al Nowais also chairs the Tourism Working Group at the Abu Dhabi Chamber and holds board positions with the UAE Tourism Council, Abu Dhabi Businesswomen Council, and Les Roches Hospitality Academy.
PABF also praised the tourism strategies led by UAE President Sheikh Mohamed bin Zayed Al Nahyan. The group cited his national plans, UAE Tourism Strategy 2031 and Abu Dhabi Tourism Strategy 2030, as key drivers of the country’s emergence as a global tourism hub. The group credited his leadership with nurturing figures such as Al Nowais.
In her campaign platform, Al Nowais pledged to lead the UNWTO in promoting “responsible, sustainable, and universally accessible tourism that stimulates economic growth and enriches global communities.”
PABF said her leadership could support Africa’s efforts to strengthen tourism as a source of post-pandemic recovery and non-oil revenue.
Background on Al Nowais
Al Nowais holds a degree in finance from Zayed University and brings more than 16 years of experience in tourism, corporate governance, and sustainability. She has led initiatives promoting inclusivity, efficiency, and growth across multiple regions and is recognised for her strategic leadership in the global hospitality industry.
