Juliana Kagwa assumes role as CEO of Uganda Tourism Board

UGANDA – Juliana Kagwa has officially assumed the position of Chief Executive Officer at the Uganda Tourism Board (UTB), marking a significant leadership transition for the country’s tourism sector.

Her appointment is widely anticipated to bring fresh energy and strategic direction to Uganda’s efforts to boost its profile as a leading travel destination in East Africa and beyond.

Kagwa arrives at UTB with nearly 20 years of professional experience spanning marketing, corporate communications, and strategic management across diverse industries.

Prior to this role, she served as Group Sales and Marketing Director at Seed Co Group, one of Africa’s foremost agricultural companies, where she honed her skills in brand positioning and stakeholder engagement.

She also held the role of Director of Corporate Relations at Diageo, a global leader in beverage alcohol, where she developed expertise in managing complex corporate partnerships and driving sustainability initiatives.

Her academic credentials include a Bachelor of Science degree in Food Science and Technology from Makerere University, complemented by an MBA from Edinburgh Business School at Heriot-Watt University.

This combination of practical leadership experience and formal education equips her with a robust foundation to navigate the challenges and opportunities within Uganda’s tourism industry.

Taking over from her predecessor, Lilly Ajarova, who transitioned to a Senior Presidential Advisor role on tourism, Kagwa is expected to build on the progress made in recent years.

The UTB under her leadership aims to strengthen marketing campaigns that showcase Uganda’s unique attractions, such as its world-famous mountain gorillas, diverse wildlife reserves, and vibrant cultural heritage.

She will also focus on enhancing collaborations between the public and private sectors to improve service quality, infrastructure, and investment inflows.

Tourism remains a critical pillar of Uganda’s economy, contributing significantly to employment, foreign exchange earnings, and community development.

Kagwa’s leadership comes at a pivotal time when the sector is recovering from global disruptions and seeking innovative ways to attract more visitors while promoting sustainable practices.

Stakeholders across government and industry have expressed optimism about her appointment, noting her strategic vision and commitment to elevating Uganda’s tourism brand on the international stage.

Her role will involve working closely with regional tourism bodies, international partners, and local communities to ensure inclusive growth that benefits all segments of society.

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