Ajarova tips new UTB boss

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Lilly Ajarova, the outgoing Chief Executive Officer of the Uganda Tourism Board (UTB), has advised Juliana Kagwa, her successor, to lead with passion and confidence after her appointment as the new CEO.

In a public message, Ajarova expressed her confidence in Kagwa's capabilities.

“Congratulations to Juliana Kaggwa on your appointment as CEO of Uganda Tourism Board. 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 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,” reads a post on Ajarova's X (formerly Twitter).

“I look forward to working alongside you in my capacity as Senior Presidential Advisor for Tourism to advance our shared vision of positioning Uganda as Africa's premier tourism destination," added the seasoned tourism and wildlife conservation expert who was recently named Senior Presidential Advisor on Tourism

Kagwa's management record

Juliana Kagwa, whose appointment was announced on May 21, spent over 17 years at Uganda Breweries Limited, rising to the positions of Corporate Relations Director and Marketing and Innovations Director.

She holds a Bachelor of Science in Food Science and Technology from Makerere University and a Master of Business Administration from Edinburgh Business School, Heriot-Watt University.

Kagwa began her career as a graduate management trainee at Diageo and held various marketing roles in Uganda and Kenya, including a stint as Country Manager for Heineken.

Ajarova's Legacy at UTB

During her tenure at UTB from January 2019 to March 2025, Ajarova spearheaded several initiatives that significantly boosted Uganda's tourism profile.

Notably, she oversaw the development and launch of the "Explore Uganda" destination brand, improved quality assurance service delivery in tourism establishments across the country, and enhanced tourism product development, including Meetings, Incentives, Conferences, and Events (MICE) tourism promotion.

Under her leadership, UTB was recognised with an Excellence Service Award as the third-best-performing government agency in 2022.

In her new role as Senior Presidential Advisor on Tourism, Ajarova will advise the President on strategic tourism policies and initiatives, ensuring that the sector's growth aligns with the national development agenda.

She will also promote Uganda's diverse tourism offerings and foster international collaborations that benefit the tourism sector.