The Uganda Tourism Board (UTB) has announced the appointment of its outgoing Chief Executive Officer, Lilly Ajarova, as the Senior Presidential Advisor on Tourism.
Ms. Ajarova has been a transformative figure in Uganda’s tourism sector, having served as UTB’s CEO since 2018. A graduate of Makerere University and an experienced professional in tourism development and management, she has dedicated her career to positioning Uganda as a premier global tourism destination.
Established in 1994, UTB plays a crucial role in promoting Uganda as a top-tier travel destination, ensuring quality standards in tourism facilities, and driving investment in the sector. Ms. Ajarova’s transition into this senior advisory role is a testament to her significant contributions to the industry.
A New Role to Shape Uganda’s Tourism Future
In her new capacity, Ms. Ajarova will advise the President on strategic tourism policies and initiatives, ensuring that the sector’s growth aligns with Uganda’s national development agenda. Her focus will be on:
- Enhancing Uganda’s global tourism competitiveness
- Diversifying tourism offerings to attract a wider market
- Strengthening international collaborations to boost 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,” Ms. Ajarova stated.
She emphasized that her new role presents an opportunity to align Uganda’s tourism sector with the government’s vision of achieving tenfold economic growth.
A Legacy of Impact at UTB
Under Ms. Ajarova’s leadership, UTB launched the “Explore Uganda-The Pearl of Africa” national tourism brand identity, which significantly changed the country’s international tourism approach and appeal as a tourism hotspot.
She also spearheaded:
✅ Improvements in service quality across Uganda’s tourism establishments
✅ The growth of MICE (Meetings, Incentives, Conferences, and Exhibitions) tourism
✅ Strategic partnerships with key industry stakeholders and development partners
Her dedication and leadership earned UTB the recognition of being the third-best performing government agency in 2022, culminating in an Excellence Service Award.
“I am deeply honored by the trust placed in me by His Excellency the President,” she added.
“Tourism is a pillar of our national economy, and I am committed to ensuring that our sector remains competitive, attracts investment and creates sustainable opportunities for all Ugandans.”
As Uganda continues to rise as a leading tourism destination, Ms. Ajarova’s new role will be instrumental in shaping policies that foster sustainable growth, innovation and global recognition.
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