Al Nowais assumed office as the first woman and first Emirati Secretary-General of UN Tourism in January 2026, for a 2026-2029 term after unanimous endorsement by over 160 member states. In July 2026, she signed a MoU with the European Travel Commission to build a more sustainable, resilient, and competitive tourism ecosystem across Europe. With 17 years of hospitality experience, Al Nowais previously served as corporate vice president at Rotana Hotels.