Representatives from Bulgaria and Croatia will cast decisive votes later this month in the election for Secretary-General of UN Tourism, as part of the organization’s 35-member Executive Council. The vote is scheduled for May 29–30 in Madrid.

The election could mark a historic milestone, as one candidate—Shaikha Nasser Al Nowais of the United Arab Emirates—would become the first Middle Eastern woman to lead the agency if elected. Her candidacy has drawn global attention for its significance and alignment with growing calls for regional and gender representation in international leadership roles.

UN Tourism, formerly known as the World Tourism Organization (UNWTO), is a specialized agency of the United Nations that promotes sustainable, responsible, and universally accessible tourism. It works with 160 member states and more than 500 affiliate members from the private sector, educational institutions, and civil society. The agency serves as a global forum for tourism policy, development, education, and data collection, and supports tourism’s role as a driver of economic growth, cultural exchange, and environmental stewardship.

Bulgaria is represented by Miroslav Borshosh and Croatia by Tonči Glavina, according to official records from the Executive Council. Both will participate in selecting a candidate to recommend for final appointment at the UN Tourism General Assembly later this year.

The vote will take place behind closed doors during the 123rd session of the Executive Council in Madrid. The winning candidate must receive a simple majority of support from council members to be recommended. The final appointment will then be made by the General Assembly at its 26th session in Riyadh, Saudi Arabia, scheduled for November 7–11, 2025.

Among the six official candidates is Shaikha Nasser Al Nowais. “My nomination by the UAE to run for this position is reflective of the importance our country places on empowering Emirati women in leadership roles,” Al Nowais said, as reported by Globe Banner.

Al Nowais currently serves as Corporate Vice President of Owner Relationship Management at Rotana Hotel Management Corporation. Her campaign emphasizes six pillars: sustainable tourism growth, digital transformation, economic inclusion, education and capacity building, resilience, and international collaboration, according to The Gulf Observer.

Other candidates include Muhammad Adam of Ghana, Habib Ammar of Tunisia, Gloria Guevara of Mexico, Harry Theoharis of Greece, and the incumbent Secretary-General, Zurab Pololikashvili of Georgia, according to NYC Gazette.

The next Secretary-General will serve a four-year term beginning in January 2026, leading the organization through a critical phase of global tourism recovery and development.