President Yoweri Museveni has made a strategic move to reshape Uganda’s tourism landscape by appointing Dr. Lilly Ajarova, the outgoing Chief Executive Officer of the Uganda Tourism Board (UTB), as Senior Presidential Advisor on Tourism.
This prestigious appointment acknowledges Ajarova’s exceptional leadership and significant contributions to Uganda’s tourism industry, marking a new era for the sector’s economic growth and global positioning.
During her tenure at UTB, Dr. Ajarova demonstrated visionary leadership, spearheading innovative initiatives that revitalized Uganda’s image as a top travel destination. Under her guidance, UTB launched the celebrated “Explore Uganda” destination brand, a campaign that redefined the country’s tourism identity and captivated global travellers.
She also championed improvements in quality assurance, ensuring higher service standards across the industry. A key focus of her leadership was diversifying Uganda’s tourism products, including strengthening the Meetings, Incentives, Conferences, and Events (MICE) sector—a vital area for economic growth. Her commitment and strategic direction earned UTB the Excellence Service Award in 2022, recognizing it as the third best-performing government agency.
As Senior Presidential Advisor on Tourism, Dr. Ajarova will work closely with President Museveni to shape strategic tourism policies that align with Uganda’s broader national development goals.
“This is an exciting new chapter in my journey,” she remarked. “I look forward to collaborating with all stakeholders to ensure tourism remains a key driver of our economic development and contributes to the government’s target of tenfold growth.”
Her appointment is more than just a recognition of her past achievements—it signals a renewed commitment to leveraging her expertise in positioning Uganda as a competitive global tourism destination.
The timing of this appointment is crucial. Uganda’s tourism sector suffered greatly during the COVID-19 pandemic but has shown impressive resilience. According to the 2023 Tourism Industry Performance Report, international tourist arrivals rose to 1,274,210 in 2023, marking a 56.5% increase from 2022 and an 82.6% recovery of pre-pandemic levels.
This steady rebound highlights tourism’s vital role as one of Uganda’s main foreign exchange earners and a key pillar for sustainable economic growth. With strong leadership at the helm, the industry is poised for further expansion.
Beyond her administrative accomplishments, Dr. Ajarova’s tenure at UTB was characterized by her commitment to international collaborations and local community empowerment. She worked closely with global partners to promote Uganda’s rich cultural and natural heritage, attracting investments that strengthened the sector.
Her initiatives also fostered sustainable opportunities for local communities, ensuring that tourism growth translated into real economic benefits for Ugandans. By striking a balance between conservation, development, and marketing, she played a pivotal role in cementing Uganda’s place on the international tourism map.
The Uganda Tourism Board has applauded Dr. Ajarova’s new role, emphasizing that her strategic leadership and innovative vision have set a high standard for the industry. In a statement issued on Friday, UTB congratulated her on her appointment, noting that her work has significantly advanced Uganda’s tourism sector.
Industry experts believe her new position will accelerate growth, leading to improvements in service delivery, investment, and international competitiveness. With her at the forefront, Uganda’s tourism industry is expected to reach new milestones in visitor engagement and economic contribution.
As Uganda looks ahead, Dr. Ajarova’s role will be instrumental in steering tourism towards new heights. Her mandate includes not only advising on policy and strategy but also promoting Uganda’s diverse attractions and fostering global partnerships that can drive long-term benefits.
With its breathtaking landscapes, vibrant culture, and diverse wildlife, Uganda is well-positioned to broaden its global appeal. Strategic initiatives under her guidance will likely enhance marketing efforts, investment opportunities, and sustainability practices, ensuring that tourism continues to be a major force in Uganda’s economic transformation.