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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