The Uganda Tourism Board (UTB) has announced Juliana Kagwa as its new Chief Executive Officer, ushering in a new era for the country’s tourism promotion efforts. Kagwa takes over from Lilly Ajarova, who served as CEO from January 2019 until March this year. The leadership transition comes at a crucial time as Uganda’s tourism sector continues to recover from the impact of the COVID-19 pandemic and seeks fresh strategies to attract both local and international visitors.

Kagwa brings a strong background in marketing, corporate relations, and sustainability from her years in the private sector. Before joining UTB, she was the Group Marketing and Sales Director at Seed Co, a pan-African seed company specializing in hybrid seeds for crops such as maize, wheat, rice, and soya beans. Her experience in branding and sales will be vital as she works to position Uganda as a top travel destination.

Her career also includes a long and successful stint at Uganda Breweries Limited (UBL), where she worked for over 17 years. She joined the company through the Diageo Graduate Management Programme and steadily rose through the ranks, taking on various roles in marketing and innovation. Her most recent position at UBL was Director of Corporate Relations, where she oversaw stakeholder engagement, communications, and social impact initiatives. This experience in managing corporate image and public relations is expected to play a key role in her new position at UTB.

Kagwa’s predecessor, Lilly Ajarova, had a strong background in wildlife conservation before leading UTB. She previously served as the Executive Director of the Chimpanzee Sanctuary and Wildlife Conservation Trust, which manages Ngamba Island, a sanctuary for rescued chimpanzees. During her tenure at UTB, Ajarova focused on professionalizing tourism marketing, attracting international visitors, and expanding Uganda’s presence in the global tourism market. Her efforts helped strengthen Uganda’s reputation as a destination for wildlife and eco-tourism.

Now, as Kagwa steps into the role, she faces the challenge of building on these achievements while introducing new ideas to boost the sector. One of her key tasks will be to enhance Uganda’s tourism appeal through innovative marketing strategies. Given her background in branding, she is expected to focus on promoting Uganda’s unique attractions—such as its national parks, mountain gorillas, and cultural heritage—in a way that stands out in the competitive East African tourism market.

Sustainability is another area where Kagwa is likely to make an impact. With her experience in corporate social responsibility at Uganda Breweries, she understands the importance of balancing tourism growth with environmental and community benefits. This could mean more initiatives to support eco-friendly tourism, wildlife conservation, and local community engagement—ensuring that tourism development benefits both visitors and Ugandans.

Domestic tourism is also expected to be a priority under Kagwa’s leadership. Encouraging Ugandans to explore their own country can help sustain the sector, especially during times when international travel declines. Her marketing expertise will be crucial in designing campaigns that appeal to local travelers, highlighting affordable and exciting destinations within Uganda.

The timing of Kagwa’s appointment is significant. The tourism industry is still recovering from the severe disruptions caused by the COVID-19 pandemic, which led to travel restrictions and a sharp drop in visitor numbers. As the world gradually returns to normal, Uganda must work harder to reclaim its share of the global tourism market. Kagwa’s ability to craft compelling messages and engage international audiences will be essential in this effort.

Industry stakeholders are optimistic about her leadership. Her private-sector experience is seen as an advantage, bringing fresh perspectives to a sector that thrives on creativity and adaptability. Unlike traditional bureaucrats, Kagwa’s background in competitive industries like brewing and agriculture means she understands the importance of strong branding and customer engagement—skills that can translate well into tourism promotion.

However, challenges remain. Uganda faces stiff competition from neighboring countries like Kenya, Tanzania, and Rwanda, all of which aggressively market their tourism offerings. Security concerns, infrastructure gaps, and occasional negative perceptions about Uganda abroad also pose hurdles. Kagwa will need to work closely with government agencies, private sector players, and local communities to address these issues and present Uganda as a safe, attractive, and well-connected destination.

As she settles into her new role, all eyes will be on the strategies she introduces to revitalize Uganda’s tourism sector. Will she focus on digital marketing to reach younger travelers? Will she forge partnerships with airlines and global travel agencies to boost visitor numbers? Can she leverage her corporate network to attract investment in tourism infrastructure? These are some of the questions industry players are asking as they await her first major moves.

For now, the appointment has been met with enthusiasm. Many see it as a sign that UTB is ready to embrace dynamic, business-minded leadership to drive tourism growth. If Kagwa can combine her marketing expertise with a deep understanding of Uganda’s tourism potential, she could play a pivotal role in shaping the sector’s future.

As Uganda looks to attract more visitors, create jobs, and showcase its natural and cultural treasures, Juliana Kagwa’s leadership will be crucial. The baton has been passed, and the journey ahead promises to be both challenging and exciting. With her experience and vision, there is hope that Uganda’s tourism sector is headed for brighter days.