Juliana Kagwa Appointed CEO Of Uganda Tourism Board

Marketing Expert, Industry Strategist, And Fresh Force At The Forefront Of UTB

In a significant development for Uganda’s tourism sector, Juliana Kagwa has been appointed as the new Chief Executive Officer (CEO) of the Uganda Tourism Board (UTB), effective May 21, 2025. She succeeds Lilly Ajarova, who served as CEO since January 10, 2019, and has now taken up the role of Senior Presidential Advisor on Tourism.

A Seasoned Leader with Diverse Experience

Juliana Kagwa brings a wealth of experience to UTB, having held prominent positions in both the public and private sectors. Prior to her appointment, she served as the Group Sales Marketing Director at Seed Co Group, a South African company specializing in certified seed production. Before that, she was the Director of Corporate Relations at Diageo, where she managed public policy and regulatory matters affecting the brewery industry.

Her extensive background in marketing and corporate relations is expected to play a pivotal role in promoting Uganda as a premier tourist destination.

Educational Background

Juliana Kagwa’s academic journey laid a strong foundation for her illustrious career. She earned a Bachelor of Science degree in Food Science and Technology from Makerere University, Uganda’s premier institution of higher learning. Furthering her education, she obtained a Master of Business Administration (MBA) from the prestigious Edinburgh Business School at Heriot-Watt University.

Building on a Strong Foundation

Under the leadership of her predecessor, Lilly Ajarova, UTB launched the “Explore Uganda” brand, diversified tourism offerings, and enhanced quality assurance in the industry. Ajarova’s tenure saw Uganda’s recognition as the third-best performing government agency in 2022. Kagwa aims to build on this foundation by integrating innovative marketing strategies and fostering partnerships that further position Uganda as a premier global tourism destination.

Looking Ahead

With Kagwa at the helm, UTB is poised to leverage her marketing acumen to attract high-value investors, secure funding for large-scale projects, and implement long-term strategic initiatives. Her leadership is expected to transform Uganda into a top-tier tourism destination, offering authentic experiences, breathtaking landscapes, and warm hospitality.

Kagwa’s vision and expertise are anticipated to drive sustainable growth in the tourism sector, contributing significantly to the country’s economic development.

From all of us at Go Places, we say congratulations to Juliana Kagwa on this well-deserved appointment. We look forward to seeing her strategic vision and passion for excellence steer Uganda’s tourism sector into an exciting new chapter.

For more information on Uganda’s tourism initiatives, visit the Uganda Tourism Board website.

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