The Uganda Tourism Board (UTB) ushered in a new era on 16th June 2025 with the official appointment of Ms. Juliana Kagwa as its Chief Executive Officer, effective immediately.
The handover ceremony, held at the Uganda Tourism Board headquarters in Kampala, was officiated by board chairperson Ms. Pearl Kakooza, alongside key figures including vice chairperson Mr. Ron Kawamara and other board members.
This leadership transition at Uganda Tourism Board marks a pivotal moment for Uganda’s tourism sector, which is poised for a transformative leap under Kagwa’s seasoned expertise.
With over 20 years of experience in marketing and agribusiness, including high-profile roles at Seed Co Group and Diageo, Ms. Kagwa brings a wealth of knowledge in building iconic brands and fostering cross-border partnerships.
Her appointment comes at a critical juncture, as Uganda seeks to capitalize on the global tourism recovery, with the United Nations World Tourism Organisation projecting a rebound to 95% of pre-pandemic levels by the end of 2025.
The backdrop of the “Explore Uganda” campaign during the ceremony underscores the board’s recent success in promoting domestic tourism, exemplified by the 2024 Busoga campaign that attracted over 30,000 local visitors.
Kakooza, who assumed the chairperson role in May 2024 and also leads the Uganda Association of Travel Agents, emphasized the collaborative vision for the future.
“Juliana’s proven track record will drive innovative strategies to position Uganda as a premier destination,” she stated.
Industry analysts suggest her background could boost tourism GDP by up to 15%, drawing parallels with World Bank data from 2023 on private-sector-led tourism growth in similar markets.
As Uganda aims to enhance its global appeal, the focus on responsible tourism practices is gaining traction. Stakeholders are calling for sustainable initiatives to balance economic growth with environmental and social benefits, a challenge Kagwa is well-equipped to address given her experience in impactful public-private partnerships.
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