Juliana Kagwa has been named the new Chief Executive Officer of the Uganda Tourism Board (UTB), succeeding Lilly Ajarova, who has transitioned to the role of Senior Presidential Advisor after leading the board since January 10, 2019.
Prior to her appointment, Kagwa served as Group Sales Marketing Director at Seed Co Group, a South African-based agricultural company.
She also previously held the position of Director of Corporate Relations at Diageo.
UTB launched the search for a new CEO in January, looking for a candidate with at least a Bachelor’s degree in fields such as Tourism, Business Administration, or Economics.
The role required a minimum of seven years’ experience in tourism, hospitality, or marketing, along with demonstrated leadership and senior management capabilities.
The ideal candidate was expected to possess a comprehensive understanding of tourism, including expertise in marketing, product development, stakeholder engagement, and strategic leadership. The CEO role also entails overseeing the Deputy CEO, departmental managers, and the Senior Internal Auditor.
Based at the UTB headquarters in Kampala, the CEO reports directly to the Board of Directors and is responsible for executing the organization’s Strategic Plan, promoting Uganda as a premier travel destination, building partnerships, managing finances and procurement, and ensuring compliance with regulatory standards.
The position is demanding, requiring extensive travel, long hours, and a strong commitment to the board’s mission of sustainable growth for Uganda’s tourism industry.
Juliana Kagwa brings a wealth of experience in marketing and leadership.
She has held various senior roles, including 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 holds two MBA degrees—one from the University of Edinburgh and another from Edinburgh Business School, Heriot-Watt University.
