The Uganda Tourism Board (UTB) announced today that its outgoing Chief Executive Officer, Lilly Ajarova, has been appointed as a Senior Presidential Advisor on Tourism.
Ms. Ajarova, a respected figure in the Ugandan tourism industry, has served as UTB’s CEO since 2018. During her tenure, she spearheaded several initiatives that significantly enhanced Uganda’s global tourism profile.
Key achievements under her leadership include the launch of the “Explore Uganda” destination brand, which has successfully positioned Uganda as an attractive travel destination globally. Ms. Ajarova also played a crucial role in improving service quality within the tourism sector, boosting MICE tourism, and fostering strong partnerships with key stakeholders and development partners.
Recognizing her outstanding contributions, UTB was awarded the Excellence Service Award in 2022, reflecting the significant strides made under Ms. Ajarova’s leadership.
In her new role as Senior Presidential Advisor on Tourism, Ms. Ajarova will play a key role in advising the President on strategic tourism policies and initiatives. Her focus will be on aligning the tourism sector with the nation’s development agenda, enhancing Uganda’s global competitiveness, promoting diversified tourism offerings, and fostering international collaborations to benefit the sector.
“I am excited about this new chapter in my journey and look forward to working closely with all stakeholders to further strengthen tourism as a key driver of Uganda’s economic growth,” said Ms. Ajarova. “This role presents an opportunity to ensure that our sector continues to be competitive on the global stage, attracting investment and creating sustainable opportunities for all Ugandans.”
Ms. Ajarova’s appointment reflects the government’s recognition of the critical role of tourism in Uganda’s economic development. With her expertise and leadership, the tourism sector is poised to continue its growth trajectory and contribute significantly to the nation’s prosperity.