Kampala, (UG):- President Yoweri Museveni has appointed outgoing Uganda Tourism Board (UTB) CEO, Dr Lilly Ajarova as his new Senior Presidential Advisor on Tourism, a move that solidifies the latter’s growing influence in shaping Uganda’s tourism agenda.
Ajarova, who has been at the helm of UTB for five years, is credited with transforming Uganda’s tourism sector, amplifying its global visibility, and spearheading key strategic initiatives.
In a statement issued on Friday, February 07, 2025, UTB congratulated Ajarova on her new appointment stating; “Uganda Tourism Board (UTB) congratulates the outgoing Chief Executive Officer, Dr. Lilly Ajarova, upon her appointment as Senior Presidential Advisor on Tourism by His Excellency Yoweri Kaguta Museveni, President of the Republic of Uganda.”
“Dr. Ajarova’s appointment recognizes her strategic leadership and the extensive contribution, and dedicated service towards advancing Uganda’s tourism industry in the global tourism landscape,” the statement added.
“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,” Ajarova said, upon learning of the appointment.
“This role presents an opportunity to further align Uganda’s tourism sector with the government’s target of tenfold economic growth.”
She further emphasized the sector’s economic significance, saying, “Tourism is a cornerstone of our national economy. “I am committed to leveraging my experience to drive strategic initiatives that enhance Uganda’s global competitiveness, attract investment, and create sustainable opportunities for our people.”
In her new role as SPA on Tourism, Ajarova will now serve as President Museveni’s chief tourism strategist, advising on policies and initiatives to align tourism growth with the national development agenda. She is also expected to champion Uganda’s diverse offerings on the global stage and drive international partnerships to unlock more investment in the sector.
During her tenure at UTB, Dr. Ajarova oversaw the development, launch, and rollout of the Explore Uganda destination brand, improved quality assurance service delivery in tourism establishments across the country, enhanced tourism product development including MICE tourism promotion, and created partnerships with stakeholders and development partners.
Under her leadership, UTB was also recognized and given an Excellence Service Award as the 3rd best-performing government agency in 2022.
Ajarova’s rise from leading UTB to becoming President Museveni’s most trusted voice on tourism is a testament to her growing influence in shaping the industry’s future. All eyes are now on how she will steer Uganda’s tourism sector from an advisory capacity at the presidency.
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