Juliana Kagwa has been appointed as the new Chief Executive Officer of the Uganda Tourism Board (UTB), replacing Lilly Ajarova, who now serves as the Senior Presidential Advisor on Tourism.
The announcement was made on Tuesday through the Ministry of Tourism’s official social media platforms, including X (formerly Twitter), where Kagwa was welcomed to the role with a message of support and optimism.
“Congratulations, and we warmly welcome you to the tourism fraternity,” read the ministry’s post, underscoring her leadership potential.
Kagwa steps into the role at a time when Uganda’s tourism sector is seeking to recover from pandemic-era disruptions and reposition itself as a leading destination in Africa. As CEO, she will be charged with steering the UTB’s strategic direction, managing day-to-day operations, and promoting the country’s diverse tourism offerings to both regional and international markets.
Her responsibilities will include overseeing departmental managers and the Deputy CEO, implementing the board’s Strategic Plan, building partnerships, managing budgets and procurement, and ensuring the board’s compliance with tourism standards and regulations. Based in Kampala, she will report directly to the Board of Directors.
Kagwa brings nearly 20 years of corporate leadership experience to the post, with a career that spans consumer marketing, brand strategy, and stakeholder engagement.
She began her professional journey after earning a degree in Food Science and Technology from Makerere University. Her early roles included working as a medical representative for GlaxoSmithKline before joining Uganda Breweries Limited (UBL) in 2004 through its graduate trainee programme.
At UBL, she rapidly climbed the ranks, starting in the laboratory but soon rotating through finance, production, and sales. Her passion for consumer insight led her into brand management, initially working on local staples such as Pilsner and Guinness. She later served in Kenya for three years, managing international spirit brands including Johnnie Walker, Smirnoff, and Baileys.
Over the next decade, Kagwa held key leadership roles in marketing and innovation at UBL and briefly served as Heineken’s Country Manager in Uganda. In 2020, she became Corporate Relations Director, a role that placed her at the centre of public affairs and stakeholder dialogue until 2024.
Her most recent post was with Seed Co in South Africa, where she continued to build her credentials in corporate leadership before returning home to take up the UTB position.
Kagwa’s appointment is seen as a strategic move aimed at revitalising Uganda’s tourism brand. With her regional experience and expertise in brand development, industry observers expect she will inject fresh energy into efforts to make Uganda a sustainable and globally competitive destination.
