In a compelling address at the International Hospitality Investment Forum (IHIF) in Berlin, Sheikha Al Nowais, a candidate for the UNWTO Secretary-General, highlighted the pivotal role of private sector leadership in the evolution of global tourism. During her interactions with CEOs, investors, and public officials, she noted a unified sentiment: the tourism sector needs leaders equipped with hands-on operational skills and the adaptability to thrive in a complex global landscape.
Al Nowais expressed that feedback from seasoned advocates of public-private collaboration was distinctly clear. “Now more than ever, tourism needs leadership with both vision and execution. The sector cannot afford to rely on bureaucracy alone—we must infuse policy with practical, commercial insight,” she stated emphatically.
With two decades of experience in the private sector focusing on sustainable tourism initiatives in the Middle East and beyond, she stressed the necessity for frameworks that combine innovation with effective delivery. Al Nowais advocates for boosting investment partnerships in high-growth areas such as the MENA region, which can serve as both an economic lever and a conduit for global cooperation.
The IHIF provided a fitting backdrop to her candidacy as it gathered hundreds of global hospitality leaders. Al Nowais intends to promote regeneration, digital modernisation, and inclusive governance as foundational elements for the future of tourism. “What I saw in Berlin was a shared willingness to co-create the future of tourism—one built on resilience, opportunity, and partnership,” she concluded, echoing the spirit of collaboration evident at the event.
Sheikha Al Nowais is a unique contender in the UNWTO Secretary-General race, bringing extensive private sector expertise paired with a strong commitment to sustainability, crisis resilience, and inclusive growth. Her reformist vision aims to reimagine tourism governance through equity, innovation, and decisive action.
Sheikha Al Nowais at IHIF 2025 advocated for private sector leadership in tourism. She highlighted the need for leaders with operational experience to navigate complexities in the industry. Emphasising investment in the MENA region, she promoted regeneration, digital modernisation, and inclusive governance as foundations for tourism’s future. Al Nowais’s candidacy focuses on reform and sustainable growth.
In summary, Sheikha Al Nowais asserts that effective private sector leadership is essential for the future of global tourism. By fostering collaboration and innovative frameworks, especially in fast-developing regions such as MENA, she champions a vision for a resilient and inclusive tourism industry. Her experience positions her as a key catalyst for necessary reforms, emphasising the importance of practical insight in tourism policy.
Original Source: www.prnewswire.com
