The Uganda Tourism Board has opened a vacancy for the position of Chief Executive Officer as the current one, Lily Ajarova, nears the end of her second term. Ajarova made immense contributions during her tenure towards Uganda’s tourism industry, and the search for a new leader ushers in another chapter for the organization.

Position Open for Strategic Leadership

Recently, through an advertisement in a government newspaper, UTB invited applications from qualified persons for the post of chief executive officer. It is a three-year contract deal to offer strategic and inspirational leadership to the UTB team. The CEO will be in charge of the organization’s deputy CEO, managers, and senior internal auditor.

According to UTB, the CEO shall have the general responsibility to ensure that the operations of the organization are executed in line with its mandate in the Tourism Act. This new chief executive shall be responsible for formulating and implementing specific strategic plans with proactive risk management for the delivery of quality services at standards that are required for marketing Uganda as the ultimate destination for tourism.

The minimum qualifications for appointment shall be a bachelor’s degree in tourism, economics, law, social sciences, statistics, business administration, commerce, or any other relevant qualifications. They must also have a master’s degree in tourism, business administration, marketing, statistics, economics, law, or public policy. These qualifications must come from recognized institutions.

This full set of academic requirements underlines the search for a candidate who has both the expertise and vision to build on the successes of UTB and lead the organization into the future.

Achievements of Ajarova

Since her appointment as CEO of UTB in January 2019, Lily Ajarova has accomplished quite a great deal. Ajarova joins UTB from Ngamba Chimpanzee Sanctuary, where she was serving as the executive director and made a real difference in conservation and tourism.

At UTB, Ajarova has been at the forefront of marketing Uganda as one of the best tourism destinations in the world. Under her stewardship, the country attained a number of recognitions including being ranked by Bradt Guides as the fourth-best tourism destination in the world.

Ajarova also played a major role in raising Uganda’s status as a destination for meetings, incentives, conferences, and exhibitions. For example, at the time of her appointment in 2019, Uganda was ranked 13th in Africa in terms of MICE tourism; today, the country is at an enviable 7th position.

Introduction to Explore Uganda: The Pearl of Africa

The high point of Ajarova’s achievements is leading the launch of Uganda’s new tourism brand identity, “Explore Uganda: The Pearl of Africa.” This repositions Uganda as a world-class tourism destination with unique and diverse attractions. The basis of the branding strategy is sustainability, clarity, consistency, collaboration, and empowerment.

This campaign has brought to the fore Uganda’s extraordinary natural beauty and cultural richness, appealing both to domestic and international tourists. The initiative has also been supported by the development of a mobile application designed to enhance travel experiences across Uganda.

Boosting Tourism Revenues

Under Ajarova’s leadership, Uganda has seen increased tourism revenues. She ensured Uganda’s foreign missions became promoters of Uganda’s tourism offerings, thereby creating synergy between the diplomatic efforts and tourism marketing. The efforts have created a strong presence for Uganda on the global tourism map.

What Next?

Although it is expected that Ajarova’s term will expire on March 5, 2025, it is not yet known whether she will ask for reappointment for a third term. She left an indelible mark on the tourism sector in Uganda and is widely celebrated for her passion for conservation and her visionary leadership.

As UTB begins the hunt for its next chief executive officer, the stakeholders in the organization and the industry as a whole await with bated breath to see who will be the next occupant at the helm, to take forward the mantle from Ajarova’s stewardship. This incoming leader has a very firm foundation and the added responsibility of better positioning Uganda in the face of tourists from all over the world.

A Time for Reflection and Renewal

This transition in UTB becomes one of those moments of reflection on the milestones achieved during Ajarova’s leadership and a look toward new opportunities. In evaluating candidates, it has been indicated that the next chief executive officer, apart from possessing the qualifications and experience as stated in the job advertisement, must demonstrate a deep passion for the promotion of Uganda’s natural wonders and its cultural heritage.

The Uganda Tourism Board’s announcement marks an exciting new chapter in the country’s journey as a global tourism leader. Whether Ajarova’s successor will build on her legacy or chart a new course remains to be seen, but one thing is certain: Uganda’s tourism industry is poised for continued growth and innovation.