Juliana Kagwa has been appointed as the new Chief Executive Officer (CEO) of the Uganda Tourism Board (UTB), taking over from Lilly Ajarova, who was in February named senior presidential advisor on tourism after leading the board since January 10, 2019.
Before her new role, Kagwa served as Group Sales Marketing Director at Seed Co Group in South Africa. She previously worked as Director of Corporate Relations at Diageo.
The UTB advertised the CEO position in January, seeking a qualified candidate with a bachelor’s degree in Tourism, Economics, Business Administration, or related fields. Applicants needed at least seven years’ experience in tourism, hospitality, or marketing, along with proven senior management experience.
The role demands broad knowledge of tourism, including marketing, product development, and stakeholder relations. Strong leadership, strategic thinking, and a results-driven approach are essential.
Kagwa will be based at the UTB headquarters in Kampala and report directly to the Board of Directors. She will oversee the Deputy CEO, managers, and the Senior Internal Auditor. Her duties will include driving the strategic plan, promoting Uganda as a tourist destination, managing partnerships, handling finances and procurement, and ensuring compliance with industry rules.
The position requires frequent travel and long hours, reflecting the commitment needed to grow Uganda’s tourism sector sustainably.
Kagwa brings extensive experience, having held roles such as Marketing Director at Uganda Breweries Limited, Country Manager at Heineken, Marketing and Brand Manager at East African Breweries Limited, and Media Representative at GlaxoSmithKline.
She holds a Bachelor of Science in Food Science and Technology from Makerere University and two Master of Business Administration degrees from the University of Edinburgh and Edinburgh Business School, Heriot-Watt University.
