In a historic milestone for the country's digital landscape, the Secretary-General of UN Trade and Development (UNCTAD) has appointed Sadia Haque, Co-Founder and CEO of ShareTrip, as an eTrade for Women Advocate for South Asia. This appointment, for the 2026–2027 term, marks the first time a Bangladeshi leader has been selected for this prestigious global role.

The eTrade for Women initiative selects a small number of influential female business leaders worldwide to bridge the gap between digital entrepreneurs and policymakers. In her new capacity, Haque will represent South Asian women-led digital businesses in high-level dialogues on digital trade and the economy, while also leading regional Masterclasses and community programs.

"I know from experience that building a technology business takes more than a good idea; it takes access to networks, capital, knowledge, and an ecosystem that gives women the opportunity to lead," Haque said following the announcement. She added that she hopes to use the platform to bring the experiences of regional entrepreneurs into policy conversations to "help make the path easier for those coming next".

Haque’s professional journey has closely mirrored Bangladesh’s digital evolution. With over 17 years of experience in telecommunications, media, and technology, she held pivotal roles at Grameenphone, Nokia, and Banglalink before co-founding ShareTrip in 2014.

Under her leadership, ShareTrip has grown into the country's largest online travel and lifestyle platform, commanding over 50% of the market and serving more than 20 million digitally engaged consumers. The company is credited with pioneering technological "firsts" in the local market, such as automatic refunds and date changes, and was the first travel company in Bangladesh to be named a Superbrand.

Haque’s contributions have been widely recognised with several major honours, including being named Outstanding Woman in Business at the 2025 DHL–The Daily Star Bangladesh Business Awards and ICT Woman of the Year in 2024.

Her designation will be formally announced at UNCTAD in Geneva this September. As part of her advocacy, she will work to elevate local tourism and place Bangladeshi experiences on the global digital map. ShareTrip also recently integrated with the Saudi Ministry of Hajj and Umrah’s Nusuk Masar system and operates ST Pay, a homegrown travel wallet licensed by Bangladesh Bank.