Noora Belselah: Defying Gravity and Gender Stereotypes in Aviation

In a recent interview conducted by Aviation 360 Editor Megha Mary Mathews, Ms Noora Belselah, Project Director of Royal Jet, expressed her aspirations for greater achievements. Managing key projects and working closely with customers in both the private and public sectors, she reveals how she developed her expertise in executing commercial activities within the context of strict and rigid government contracts. 

As an Emirati aviation executive, her influence extends beyond the industry. She eagerly shares successful strategies, especially women entrepreneurs, who aim to create positive social impact on the community, society and the country.

• As an instrumental figure in the aviation field, currently associated with Royal Jet, let’s start by exploring the origins of your passion that led you to your current position. Were there any influential figures during your upbringing? 

“Since childhood, I’ve been enamoured with airplanes, finding immense inspiration in the sight of them soaring amidst the clouds. Visiting the airport was akin to a trip to Disneyland for me, surpassing even birthday celebrations in excitement. My passion for travel was fuelled by my mother’s love for it, and from a young age, I took charge of planning our family trips, relishing the opportunity to chart out destinations and routes.

My older brother, a former air traffic controller with dual licenses in the United States, served as a significant influence on my aviation journey. Witnessing his dedication to his studies and his guidance on aviation matters instilled in me a profound admiration for the field. His presence, along with the sight of aviation materials strewn around our home, solidified my decision to pursue a career in aviation after high school.

I embarked on my aviation education journey at a college, which has since evolved into a university, and upon graduating, I seized the opportunity to join Emirates Airlines. This move not only allowed me to fulfil my career aspirations but also enabled me to immerse myself in the culture of innovation that I’ve always craved.”

• ‘You wear both private and public sector hats.’ Your expertise is evident in Royal Jet’s substantial contracts, including collaborations with key and sensitive public sector agencies. Managing multimillion-dollar contracts, you bear the responsibility of ensuring high-level delivery for your country. Could you share your experiences as a woman in the industry, addressing major challenges and opportunities you’ve encountered?

“To be completely transparent, my schedule is far from routine. It’s not uncommon for me to switch gears from one meeting to back-to-back appointments within the span of a few hours. One moment, I could be engaged in purely commercial discussions, and the next, I find myself in a meeting with representatives from key government agencies, delving into projects of a different nature. Balancing discussions with government and civilian stakeholders keep each day fresh and dynamic, which is what truly energizes me about my role.

Navigating morning meetings with public sector stakeholders isn’t always a walk in the park, but over time, I’ve grown to appreciate the hybrid nature of my work. With over a decade of experience straddling roles between Abu Dhabi and my previous company in the aviation sector, I’ve honed the ability to grasp the intricacies of various projects and adeptly negotiate with government agency counterparts, understanding their protocols and policies.

Being part of a company like Royal Jet, backed by supportive leadership and actively participating in initiatives that promote global equality, has been instrumental in my journey. Hearing about the UAE’s recent achievement of ranking seventh in gender equality reaffirms my commitment to overcoming challenges, especially those unique to women in the industry. It’s moments like these that drive me to persevere and continue pushing forward, no matter the obstacles that come my way.”

• Beyond aviation, you’re deeply involved in Lifestyle, Fashion, and Arts, establishing yourself as a fashion and lifestyle influencer. Your photography has graced the pages of prestigious fashion magazines like Harper’s Bazaar and Vogue Arabia. You’ve even covered fashion weeks in New York and Milan in 2018. Let’s discuss how you effectively juggle life and work, and perhaps share some insights into time management and maintaining overall well-being.

“Nowadays I barely have time to even hold my camera. My responsibilities have become so all-encompassing that even my everyday attire has become uniform, with navy blue transitioning into my go-to colour of choice, followed closely by green. It’s as if I open my wardrobe and think, “Where’s my Monday uniform?”

Maintaining a healthy, balanced lifestyle has always been a mantra I adhere to, despite the current demands of my work. While it’s challenging to implement this philosophy fully now, I make every effort to achieve it to remain an effective, focused leader and a supportive team member.

I do emphasize the importance of setting clear boundaries and priorities. It’s crucial to carve out time for relaxation, socializing, and pursuing personal interests, even if it means taking a weekend getaway or simply enjoying some downtime. Achieving the right balance between work and life is key.

However, as my responsibilities and commitments continue to mount, finding time for myself seems to diminish with each passing month. Yet, I’m determined to strike that balance. I often remind my peers, who are also leaders in their respective fields, to take breaks, disconnect, and indulge in activities they love. It’s essential for avoiding burnout and staying on track. Otherwise, the risk of exhaustion looms large.”

• As a female Emirati aviation executive, your ambitions go beyond your current role. What is your ultimate aspiration? Could you highlight some successful strategies as a woman that you would encourage others to adopt?

“The key message here is to never let anyone dissuade you from pursuing your goals as a woman, regardless of cultural barriers or gender stereotypes. With determination and a clear vision of what you want to achieve, coupled with the support of leadership, there’s nothing that cannot be accomplished. Success is not determined by gender; it’s about individual commitment and effort.

It’s natural to encounter obstacles along the way, but the strategy I always recommend is to give your best effort. By doing so, you can go to bed each night with the satisfaction of knowing you’ve given your all to your job and your country. It’s essential to reject any notion that suggests women are incapable of leadership or achievement. History has shown time and again that women are more than capable of thriving in leadership roles and making significant contributions.”

• What’s your perspective on the role of women entrepreneurs in generating positive social impact? Are there specific concerns you’d like to address for women in this field?

“I’ve personally experienced how women can serve as powerful catalysts for inspiring and motivating others to chase their dreams, even in the face of obstacles, both professional and personal. In the UAE, it’s evident that the number of female entrepreneurs has been on the rise since the second quarter of 2020, surpassing the figures from 2022 and 2023. This underscores the importance of drawing motivation from one’s environment to pursue aspirations, regardless of the challenges encountered along the way, whether they are professional or personal in nature.”

• What, in your view, is the key to a successful life and business?

“Maintaining good overall health and a healthy lifestyle should absolutely be a top priority. Without prioritizing health and understanding one’s objectives, it’s challenging to achieve desired goals. A positive mindset, determination, and commitment are crucial elements for success, whether in a professional or personal context. Therefore, the primary focus should be on cultivating a healthy lifestyle and ensuring good health. By doing so, individuals can effectively pursue their dreams and reach their targets.”