Juliana Kagwa has officially stepped into her new role as Chief Executive Officer of the Uganda Tourism Board (UTB), ushering in a new era of leadership for the sector.
The handover ceremony, presided over by UTB Board Chairperson Pearl Kakooza, took place in the presence of fellow board members and Deputy CEO Bradford Ochieng.
Kagwa replaces Lilly Ajarova, who led the institution through key marketing milestones and resilience-building initiatives in the wake of global tourism disruptions.
Now, all eyes are on Kagwa as she begins her tenure at the helm of one of Uganda’s most critical economic engines.
“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,” Kagwa said at the ceremony. “As a lifelong champion of Brand Uganda, I look forward to building on the great work done and amplifying Uganda’s story to the world.”
Seasoned Leader, Strategic Mind
Juliana Kagwa brings over two decades of experience in branding, marketing, and commercial strategy across Africa. Most recently, she served as Group Marketing and Sales Director at Seed Co International, where she oversaw brand strategy in more than 20 African markets.
Her name is well known in Uganda’s business landscape, thanks to her impactful tenure at Uganda Breweries Limited (UBL), where she held several senior roles including Marketing & Innovations Director and Corporate Relations Director.
At UBL, she didn’t just sell brands—she built movements. She led the award-winning “Vaccination for the Nation” campaign during COVID-19, accelerating access to vaccines for over 500,000 Ugandans.
Her ROOTS partnership with the Ministry of Water and Environment pushed national reforestation efforts forward, while her anti-illicit alcohol campaign with URA, UNBS, and the Ministry of Trade tackled counterfeit trade head-on.
Why Kagwa’s Appointment Matters
According to UTB Chairperson Pearl Kakooza, Kagwa’s blend of private sector experience and passion for sustainable development makes her the right person to guide Uganda’s tourism strategy.
“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 said.
Her appointment comes at a pivotal time. Uganda’s tourism earnings recently surged to Shs5.8 trillion, thanks to improved infrastructure, peace, and targeted campaigns.
The pressure is on to maintain this momentum and further position Uganda as a leading African destination.
Kagwa holds an MBA from Heriot-Watt University and a Bachelor of Science degree from Makerere University.
As UTB’s new CEO, she now has the platform—and the responsibility—to shape how Uganda presents itself to the world.
