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New Leadership at Uganda Tourism Board: Juliana Kagwa Takes the Helm New Leadership at Uganda Tourism Board: Juliana Kagwa Takes the Helm

The Uganda Tourism Board (UTB) has appointed Juliana Kagwa as its new CEO, heralding an exciting new chapter for the nation’s tourism sector. This strategic appointment aligns with Uganda’s ambitions to enhance its global visibility and establish itself as a premier tourist destination, often referred to as the “Pearl of Africa.”

Kagwa succeeds Lilly Ajarova, who has served as CEO since January 10, 2019, and now transitions to a senior presidential advisor role. Ajarova’s leadership has laid a solid foundation, and Kagwa’s appointment signals a commitment to further innovate and elevate Uganda’s tourism marketing efforts.

Bringing a wealth of experience, Juliana Kagwa previously held the position of Group Sales Marketing Director at Seed Co Group, a leading South African agricultural company. Her tenure at Seed Co is expected to infuse fresh strategies and creative approaches into Uganda’s tourism marketing initiatives. Kagwa’s extensive background also includes her role as Director of Corporate Relations at Diageo, a global leader in alcoholic beverages, where she honed her skills in brand building and strategic marketing.

Kagwa’s impressive career trajectory showcases her extensive expertise in marketing and management across several high-profile organizations. Her roles have included:

- Marketing Director at Uganda Breweries Limited - Country Manager at Heineken - Marketing and Brand Manager at East African Breweries Limited - Media Representative at GlaxoSmithKline, a global healthcare giant

These diverse experiences have equipped Kagwa with a robust understanding of market dynamics and consumer behavior, essential for driving Uganda’s tourism forward.

Academically, Kagwa holds a Bachelor of Science in Food Science and Technology from Makerere University, Uganda’s esteemed institution. Additionally, she possesses two Master of Business Administration (MBA) degrees—one from the University of Edinburgh and another from Edinburgh Business School, Heriot-Watt University. This strong educational foundation complements her professional experience, positioning her well to lead UTB into a new era.

As she steps into her new role, Kagwa is expected to focus on enhancing Uganda’s tourism brand, attracting international visitors, and fostering sustainable tourism practices. Her leadership will play a crucial role in promoting Uganda's rich cultural heritage, breathtaking landscapes, and diverse wildlife, further establishing the country as a must-visit destination in Africa.

For African travel agents, this transition offers a unique opportunity to engage with UTB under Kagwa’s leadership and leverage her innovative approach to tourism marketing. As Uganda seeks to expand its reach and enhance its offerings, travel agents can look forward to new partnerships, promotional initiatives, and tailored travel packages that highlight the beauty and diversity of Uganda.

Juliana Kagwa’s appointment marks a significant milestone for the Ugandan tourism sector and sets the stage for exciting developments ahead. With her strategic vision and passion for tourism, Kagwa is poised to lead Uganda towards unprecedented global recognition and growth in the coming years.