Juliana Kagwa Appointed CEO of Uganda Tourism Board

The Ministry of Tourism has officially announced the appointment of Ms Juliana Kagwa as the new Chief Executive Officer of the Uganda Tourism Board (UTB), ushering in a new era for the country’s tourism promotion agency.

She succeeds Lilly Ajarova, whose tenure was marked by major tourism campaigns and resilience-building initiatives during the pandemic.

With nearly two decades of experience spanning fast-moving consumer goods (FMCG), agriculture, and corporate relations, Kagwa steps into the role with a strong track record of brand growth, stakeholder engagement, and sustainable development. Her appointment was confirmed via the Ministry of Tourism’s official channels on Tuesday morning.

“Congratulations, and we warmly welcome you to the tourism fraternity,” read a statement by the Ministry of Tourism on X (formerly Twitter), hailing her leadership potential.

Kagwa currently serves as the Group Marketing & Sales Director at Seed Co International, and previously held senior roles at Uganda Breweries Ltd. (UBL), a subsidiary of Diageo, where she spearheaded marketing, innovation, and corporate relations. She is widely credited for championing sustainability initiatives and public-private partnerships that bolstered local supply chains and environmental stewardship.

Her industry experience includes serving as Country Manager for Heineken Uganda and marketing leadership roles at East African Breweries Ltd. (EABL). Kagwa holds an MBA from Edinburgh Business School, Heriot-Watt University, and a Bachelor of Science in Food Science and Technology from Makerere University.

As UTB CEO, Kagwa is expected to lead the charge in repositioning Uganda as a premier tourism destination, harnessing her marketing expertise to expand visibility for the Pearl of Africa on the global stage. Her appointment comes at a critical time as the country rebuilds its tourism sector in the post-COVID era and seeks to diversify its visitor offerings.

Her first tasks will likely include strengthening partnerships, increasing destination marketing efforts, and driving UTB’s strategic focus on cultural, ecological, and domestic tourism.

Kagwa’s leadership is anticipated to bring a fresh, dynamic approach to tourism governance, aligning public interest with private sector innovation. Her passion for growing brands and empowering people echoes UTB’s broader mission to market Uganda sustainably and inclusively.

Uganda’s tourism industry remains one of the top contributors to GDP, with the potential to create jobs, attract investment, and drive national development.