The Uganda Tourism Board (UTB) welcomed Juliana Kagwa, the organization’s new Chief Executive Officer , in a significant leadership transition that has sparked optimism across the country’s tourism sector.
Juliana Kagwa, a seasoned marketing and management expert, officially assumed the role on May 21, 2025, succeeding Lilly Ajarova, who has now transitioned to the role of Senior Presidential Advisor for Tourism.
Ajarova, who led Uganda Tourism Board (UTB) since January 10, 2019, publicly congratulated her predecessor Juliana Kagwa on the appointment, marking a moment of unity and shared vision for Uganda’s tourism future.
In a heartfelt post on X, Ajarova expressed her confidence in Kagwa’s ability to elevate Uganda’s tourism industry.
“Congratulations to Juliana Kagwa on your appointment as CEO of Uganda Tourism Board,” Ajarova wrote.
“This is a momentous occasion not only for you personally, but for Uganda’s tourism sector as a whole. Having had the privilege of leading Uganda Tourism Board (UTB) and witnessing firsthand the incredible potential of our beautiful nation,
I am confident that you bring the vision, expertise, and passion necessary to elevate Uganda’s tourism industry to even greater heights.”
She further pledged her support, noting her eagerness to collaborate with Kagwa in her new advisory role to position Uganda as Africa’s premier tourism destination.
Kagwa, who responded, expressed gratitude for Ajarova’s leadership during challenging times, particularly in rebuilding the sector post-Covid-19.
“I am both humbled and honored to be following in your footsteps,” Kagwa wrote.
“Especially grateful for the great work done by you and the team in rebuilding the industry since the adversarial impact of Covid-19. You have left incredibly big shoes (hiking boots) to fill.”
Kagwa’s appointment comes at a pivotal time for Uganda, often referred to as the “Pearl of Africa,” as the country aims to capitalize on her rich cultural heritage, breathtaking landscapes, and biodiversity to attract global visitors.
The transition has been met with widespread support from the Uganda tourism fraternity.
Juliana Kagwa brings an impressive track record to the Uganda Tourism Board (UTB), having previously served as Group Sales Marketing Director at Seed Co Group in South Africa, Marketing Director at Uganda Breweries Limited, and Country Manager at Heineken.
Her expertise in branding and strategic leadership is expected to drive innovative marketing campaigns to showcase Uganda’s tourism offerings.
With over 750 registered archeological, paleontological, historical, and traditional sites, as noted in Uganda’s National Development Plan II, Kagwa’s tenure is anticipated to focus on diversifying tourism products while emphasizing climate-resilient and sustainable practices.
Ajarova’s tenure at Uganda Tourism Board (UTB) was marked by resilience, particularly in navigating the sector through the global pandemic. Under her leadership, initiatives like the “Tulambule Uganda” campaign and the development of the Uganda Martyrs trail gained traction, promoting cultural tourism.
Lilly’s new role as Senior Presidential Advisor will see her continue to influence policy, ensuring that conservation and tourism development go hand in hand, a mission she championed during her 14-year stint at the Chimpanzee Sanctuary & Wildlife Conservation Trust.
The timing of Kagwa’s appointment aligns with growing momentum in Uganda’s tourism sector.
Events like the Rwenzori Theluji Festival, which recently reported fully booked hotels and increased local economic activity, underscore the potential for tourism to drive sustainable development.
As Uganda looks to recover its pre-Covid contribution of 7.7% to GDP (World Bank, 2019), Kagwa’s leadership is poised to build on Ajarova’s legacy while introducing fresh strategies to attract international visitors.
As the sun sets on Ajarova’s transformative tenure at the Uganda Tourism Board (UTB), her congratulatory message to Kagwa signals a collaborative spirit that bodes well for the future.
“I look forward to working alongside you to advance our shared vision,” Ajarova concluded in her post.
With Kagwa at the helm, Uganda’s tourism sector is ready to shine brighter than ever as the undisputed Pearl of Africa.
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