President Yoweri Museveni has appointed Lilly Ajarova, the outgoing Chief Executive Officer of the Uganda Tourism Board (UTB), as the Senior Presidential Advisor on Tourism. In this new role, Ajarova will provide strategic guidance on tourism policies and initiatives, ensuring that the sector remains aligned with Uganda’s national development agenda. Her mandate includes promoting Uganda’s diverse tourism offerings and fostering international collaborations to boost the industry.
Ajarova’s tenure at UTB was marked by transformative initiatives that significantly improved Uganda’s tourism landscape. One of her most notable achievements was overseeing the development and rollout of the Explore Ugandadestination brand, a campaign designed to position Uganda as a premier tourism destination. She also played a crucial role in enhancing quality assurance within the tourism sector, ensuring that tourism establishments adhered to international standards. Furthermore, she championed the promotion of Meetings, Incentives, Conferences, and Exhibitions (MICE) tourism, which has opened new avenues for investment and business tourism in the country.
Under Ajarova’s leadership, UTB earned recognition as the third-best performing government agency in Uganda, receiving an Excellence Service Award in 2022. Her efforts in forging partnerships with key stakeholders, including development partners, were instrumental in the growth and visibility of Uganda’s tourism industry on the global stage.
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Reacting to her new appointment, Ajarova expressed gratitude for the trust placed in her by President Museveni. She highlighted her commitment to ensuring that tourism remains a cornerstone of Uganda’s economic growth. “This is an exciting new chapter in my journey. I look forward to working closely with all stakeholders to ensure that tourism remains a key driver of Uganda’s economic development,” she said. She also emphasized the importance of aligning the sector’s growth with the government’s vision of achieving tenfold economic expansion.
The Uganda Tourism Board congratulated Ajarova on her appointment, acknowledging her dedication and strategic leadership. In a statement released on Friday, UTB praised her for advancing Uganda’s tourism industry and strengthening its global competitiveness. The organization reaffirmed its commitment to building on the foundation she established to sustain Uganda’s growth as a top tourist destination.
Established under the Uganda Tourism Board Statute of 1994 and reconstituted by the Tourism Act of 2008, UTB is responsible for marketing Uganda as a competitive tourism destination, encouraging investment in the sector, promoting education and research, and ensuring quality standards in tourism-related establishments.
During Ajarova’s tenure, Uganda achieved remarkable milestones in the tourism sector. In 2022, the country won three prestigious international tourism film awards at the International Tourism Film Festival Africa, highlighting the effectiveness of its marketing efforts.
However, her leadership was not without challenges. The tourism sector suffered a major setback in 2020 due to the COVID-19 pandemic, which severely impacted global travel and tourism. Despite this, Uganda demonstrated resilience and a strong recovery. By 2023, international tourist arrivals had reached 1,274,210, a 56.5% increase from the 814,508 recorded in 2022. This figure represents an 82.6% recovery of pre-pandemic international visitor numbers, signaling a strong rebound for the sector.
The Ministry of Tourism, Wildlife, and Antiquities, alongside key industry players, has continued to implement strategies to sustain tourism growth and heritage conservation efforts. With Ajarova taking on her new advisory role, stakeholders anticipate further progress in solidifying Uganda’s reputation as a leading destination for nature, culture, and adventure tourism.
