UTB CEO Lilly Ajarova Appointed Senior Presidential Advisor on Tourism

Uganda Tourism Board (UTB) outgoing Chief Executive Officer, Dr. Lilly Ajarova upon appointment as Senior Presidential Advisor on Tourism by His Excellency Yoweri Kaguta Museveni, President of the Republic of Uganda.

Dr. Ajarova’s appointment recognises her strategic leadership and the extensive contribution, dedicated service towards advancing Uganda’s tourism industry in the global tourism landscape.

In her new role as Senior Presidential Advisor on Tourism, Dr. Ajarova will advise the President on strategic tourism policies and initiatives, while ensuring that the sector’s growth is aligned to the national development agenda; promote Uganda’s diversify tourism offerings; foster international collaborations that benefit the tourism sector.

During her tenure at UTB, Dr. Ajarova oversaw the development launch and roll out of the Explore Uganda destination brand, improved quality assurance service delivery in tourism establishments across the country, enhanced tourism product development including MICE tourism promotion, created partnerships with stakeholders and development partners.

Under her leadership, UTB was also recognized and given an Excellence Service Award, as the 3rd best performing government agency in 2022.

“This is an exciting new chapter in my journey. I look forward to working closely with all stakeholders to ensure that tourism remains a key driver of Uganda’s economic development. This role presents an opportunity to further align Uganda’s tourism sector with the government’s target of tenfold economic growth. Tourism is a cornerstone of our national economy, and I am committed to leveraging my experience to drive strategic initiatives that enhance Uganda’s global competitiveness, attract investment, and create sustainable opportunities for our people. I am deeply honored by the trust placed in me by His Excellency the President,” she said.