EXECUTIVE APPOINTMENTS

Experienced marketer takes the reins as CEO of Uganda Tourism Board

By our African Marketing Confederation News Team | 2025

Juliana Kagwa, who has expertise in marketing of beverages and agricultural products, now heads up promotion of Ugandan tourism.

The Uganda Tourism Board has appointed Juliana Kagwa as its new Chief Executive Officer, marking a new era in the East African country’s tourism marketing efforts.  

 

Kagwa has a strong background in marketing, corporate relations and sustainability initiatives. Before joining UTB she was Group Marketing and Sales Director at Seed Co, a pan-African company specialising in hybrid seeds for crops such as maize, wheat, rice and soya beans. 

Juliana Kagwa. Photo: LinkedIn

Prior to that, she held the position of Director of Corporate Relations at multinational alcoholic beverages company Diageo. She has also been Marketing and Innovation Director at EABL, the Ugandan subsidiary of Diageo. 

 

Kagwa began her career as a graduate management trainee at Diageo and climbed the ranks through strategic roles in Uganda and Kenya, including being Country Manager for the Heineken beer brand in Uganda. 

 

Predecessor is now a Presidential Advisor 

 

Kagwa succeeds Lilly Ajarova, who served as CEO from January 2019 until March this year, when she left to take up a role as Senior Presidential Advisor on Tourism. 

 

As CEO, Kagwa will lead the Uganda Tourism Board in enhancing Uganda’s visibility on the global tourism map, strengthening partnerships, improving industry standards, and driving innovation to boost arrivals and investments. 

 

Comments Gotcha News Uganda: “One of her key tasks will be to enhance Uganda’s tourism appeal through innovative marketing strategies. Given her background in branding, she is expected to focus on promoting Uganda’s unique attractions – such as its national parks, mountain gorillas and cultural heritage – in a way that stands out in the competitive East African tourism market.” 

 

Kagwa holds a Bachelor of Science in Food Science and Technology from Makerere University and an MBA from Edinburgh Business School, Heriot-Watt University. 

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    Dr Kin Kariisa

    Group CEO - Next Media

    Dr. Kin Kariisa is an extraordinary force at the helm of Next Media Services, a conglomerate encompassing NBS TV, Nile Post, Sanyuka TV, Next Radio, Salam TV, Next Communication, Next Productions, and an array of other influential enterprises. His dynamic role as Chief Executive Officer exemplifies his unwavering commitment to shaping media, business, and community landscapes.
    With an esteemed academic journey, Dr. Kariisa’s accolades include an Honorary PhD in exemplary community service from the United Graduate College inTexas, an MBA from United States International University in Nairobi, Kenya, a Master’s degree in Computer Engineering from Huazong University in China, and a Bachelor’s degree in Statistics from Makerere University.
    Dr. Kariisa pursued PhD research in Computer Security and Identity Management at Security of Systems Group, Radboud University in Nijmegen, Netherlands. As a dynamic educator, he has shared his expertise as a lecturer of e-Government and Information Security at both Makerere University and Radboud University.

    Dr Kin did his PhD research in Computer Security and Identity Management at Security of Systems Group, Radbond University in Nigmegen, Netherlands. He previously served as a lecturer of e-Government and Information Security at Makerere University in Kampala, Uganda and Radbond University in Netherlands.

    Dr Kin did his postgraduate courses in Strategic Business Management, Strategic Leadership Communication and Strategies for Leading Successful Change Initiatives at Harvard University, Boston USA.

    • Other current and previous roles played by Dr Kin Kariisa:
    • Lecturer of e-Government and Information Security to graduate students at Makerere University, Kampala and Radbond University in the Netherlands
    • Director of Eco Bank Uganda Limited, one of the largest banks in Africa
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    • Chairman of Board of Directors of Nile Hotel International, that owns the leading hotel in Uganda, Kampala Serena Hotel.
    • Chairman of Board of Directors of Soliton Telmec Uganda, the leading telecom company in Optic fibre business managing over 80% of optic fibre in Uganda.