Juliana Kagwa Assumes Office as New Uganda Tourism Board CEO

Juliana Kagwa has officially assumed office as the new Uganda Tourism Board (UTB) Chief Executive Officer.

UTB Board Chairperson Pearl Kakooza presided over the handover of office in the presence of Board members Ron Kawamara, Rashid Kiyimba, Dr Ojara Margaret, and Deputy CEO Bradford Ochieng.

Kagwa, a seasoned marketing and commercial leader, takes over from Lilly Ajarova, whose term was marked by major tourism marketing campaigns and initiatives, including resilience-building initiatives.

Kagwa said, “I am both humbled and honoured to be called to serve my country in a sector that plays a critical role in transforming lives and driving inclusive economic growth.” “As a lifelong champion of Brand Uganda, I look forward to building on the great work done thus far and amplifying Uganda’s story to the world”.

In her remarks, Kakooza noted that Kagwa’s extensive experience in brand management and her commitment to sustainable development make her an ideal leader for UTB. 

“As we continue to promote Uganda as a premier tourist destination, we believe her leadership acumen will propel UTB’s vision and mission as articulated by the National Development Plan and Vision 2040,” Kakooza noted.

Kagwa brings over 20 years of experience in fast-moving consumer goods and agribusiness across Africa, with a proven track record in building iconic brands, forging public-private partnerships, and delivering sustainable growth.

Before joining UTB, Juliana served as Group Marketing and Sales Director at Seed Co International, where she led commercialisation and brand strategy across over 20 African markets. 

She has also held senior roles at Uganda Breweries Limited, including Corporate Relations Director and Marketing & Innovations Director, where she championed award-winning campaigns, drove export growth for flagship Ugandan brands.

While at UBL, Kagwa is also remembered for leading high-impact public-private initiatives such as the ROOTS reforestation partnership with the Ministry of Water and Environment to combat the impact of climate change.

She also initiated a joint enforcement task force alongside URA, UNBS, and the Ministry of Trade to combat illicit alcohol trade. 

At the peak of the COVID-19 pandemic, she championed Uganda Breweries’ “Vaccination for the Nation” campaign, which accelerated vaccine access for over half a million citizens within weeks.

She holds a Master of Business Administration from Heriot-Watt University and a Bachelor of Science (Honours) degree from Makerere University.