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Kampala, Uganda – The Uganda Tourism Board (UTB) has appointed Juliana Kaggwa as its new Chief Executive Officer, following a contentious recruitment process to replace outgoing CEO Lily Ajarova. Kaggwa, a seasoned corporate executive, is now expected to steer Uganda’s tourism sector into its next phase of growth and recovery.
The appointment was confirmed this week after the Public Service Commission approved the shortlist submitted by UTB. Kaggwa’s selection brings to the helm a leader with over two decades of experience in strategic marketing, corporate management, and branding.
Who is Juliana Kaggwa?
Juliana Kaggwa holds a Master’s degree in Business Administration and a Bachelor’s degree in Industrial Chemistry, with a well-established record in brand strategy and organizational leadership. She previously served as Marketing and Corporate Affairs Director at Uganda Breweries Limited, where she led high-impact campaigns and stakeholder engagements that strengthened the company’s public profile and consumer reach.
Known for her dynamic leadership and results-driven approach, Kaggwa has also been involved in regional corporate boards and private sector forums, making her well-positioned to foster public-private sector collaboration in the tourism industry.
Mandate and Tasks Ahead
As the new CEO, Kaggwa faces the critical task of revitalizing Uganda’s tourism industry, which was severely impacted by the COVID-19 pandemic and global economic slowdown. Her key responsibilities will include:
• Driving strategic tourism promotion campaigns to reposition Uganda as a premier destination for nature, adventure, and cultural tourism.
• Strengthening partnerships with domestic and international stakeholders to boost arrivals and sector investment.
• Implementing UTB’s strategic plan in line with the Tourism Act and National Development Plan.
• Enhancing compliance, transparency, and corporate governance within UTB operations.
Tourism remains one of Uganda’s top foreign exchange earners, contributing over 7.7% to GDP and employing hundreds of thousands of Ugandans both directly and indirectly. The sector’s performance is seen as critical to Uganda’s Vision 2040 and post-pandemic recovery.
Mixed Reactions and Expectations
Kaggwa’s appointment follows a recruitment process that drew scrutiny from industry insiders over transparency and adherence to advertised criteria. However, her supporters point to her vast experience in strategic leadership and branding as vital for the role.
Speaking after her appointment, a senior tourism official said: “Juliana brings a wealth of experience in stakeholder management and corporate strategy. We are optimistic she will elevate Uganda’s tourism competitiveness on the global stage.”
Kaggwa takes office at a time when UTB is expected to launch new international campaigns, expand regional market penetration, and ensure Uganda fully benefits from its rich natural and cultural tourism offerings.
Looking Forward
Her appointment is seen as a strategic move to inject fresh energy and corporate discipline into the Uganda Tourism Board. Sector players will now be watching closely to see how she balances the demands of marketing Uganda globally while ensuring internal institutional reforms and improved stakeholder coordination.
