How Ajarova earned presidential advisor role on tourism

Lilly Ajarova, the outgoing Chief Executive Officer for Uganda Tourism Board (UTB) has been appointed a senior presidential advisor on tourism. This was confirmed on Friday by Dr. Simplicious Gessa, the UTB public relations manager. 

"This prestigious recognition is a testament to her dedication, leadership, and unwavering commitment to the growth and promotion of Uganda’s tourism sector," Gessa stated.

According to a communication issued by UTB, Ajarova's appointment recognises her strategic leadership and the extensive contribution and dedicated service towards advancing Uganda's tourism industry in the global tourism landscape. 

She was appointed the UTB chief executive officer in 2019 just before the world plunged into COVID-19 pandemic and its ripple effects.

"In her new role, Ajarova will advise the president on strategic tourism policies and initiatives, while ensuring that the sector's growth is aligned to the national development agenda," Gessa explained.

"This is an exciting new chapter in my journey. I look forward to working closely with all stakeholders to ensure that tourism remains a key driver of Uganda's economic development," Ajarova remarked.

She further noted that the new role presents an opportunity for her to further align Uganda's tourism sector with the government's target of tenfold economic growth. 

"Tourism is a cornerstone of our national economy, and I am committed to leveraging my experience to drive strategic initiatives that enhance Uganda's global competitiveness and create sustainable opportunities for our people. I am deeply honored by the trust placed in me by His Excellency the President," Ajarova added.

Six years at UTB

Early this year, Ajarova announced her end-of-tenure as the UTB boss before the position was advertised to the public. 

"This is to let you know that I will be concluding my 6 years on March 5, 2025, after serving the two contracts of 3 years each," she posted.

While at the helm of the tourism board, Ajarova refreshed the destination brand for Uganda to 'Explore Uganda- The Pearl of Africa,' which is being used to position the country as a preferred tourism destination. 

Ajarova is at the highest point of Uganda, the Rwenzori Mountains. (Courtesy Photo)

"The brand video also named 'Explore Uganda the Pearl of Africa,' has so far won six international awards," pointed Daniel Irunga, the UTB acting marketing manager.
Ajarova also operationalised the Uganda Convention Bureau which manages the MICE (Meetings, Incentives, Conferences and Exhibitions) business. 

The unit saw Uganda ranked in the sixth position among the best MICE destinations in Africa, by enhancing the quality of services and facilities in the tourism sector through training, licensing and grading.

According to Daudi Migereko, the former UTB board chairperson, Ajarova's leadership saw development of operational systems that earned UTB excellence a service award. 

"It was recognised as the third best central government institution in the financial year 2020/2021," Migereko noted.

Awards

Ajarova was in 2024 awarded the Golden Jubilee Award and Diamond Jubilee Medal, both by President Museveni, for her contribution in tourism development and wildlife conservation as well as in recognition of her outstanding service and loyalty to Uganda. 

In the same year, she was recognised in third place by the Africa Tourism Leadership Award. 

In 2023 she won the Conservation Champion award preceding the 2017 Wildlife Excellence Award, the Wildlife Personality accolade and winner of 100 Women Award in Africa.

Work experience

Ajarova's professional tourism and conservation journey began in 1996 as a tour manager under Delmira Tours and Travel, later moving on to become the tourism development and marketing manager as well as a public relations officer for the Uganda Wildlife Authority (UWA) from 1996-2005. 

Remarkably, she oversaw the development of a corporate brand for UWA in 2002, its slogan, logo, anthem and uniform, all of which have stood the test of time to date.

From 2005 to 2019, the conservation stalwart became the executive director for Chimpanzee Sanctuary and wildlife conservation trust which manages Ngamba Chimpanzee Island, before being appointed the UTB chief executive officer. 

Ajarova’s new role as Senior Presidential Advisor on Tourism will allow her to continue shaping the future of Uganda’s tourism industry, ensuring that it remains a major economic pillar for the country and attracts global attention for its diverse offerings.