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Uganda’s Dr. Lilly Ajarova Appointed Senior Presidential Advisor on Tourism Uganda’s Dr. Lilly Ajarova Appointed Senior Presidential Advisor on Tourism

The Uganda Tourism Board (UTB)has congratulated its outgoing Chief Executive Officer, Dr. Lilly Ajarova, on her appointment as Senior Presidential Advisor on Tourism by His Excellency Yoweri Kaguta Museveni, President of the Republic of Uganda. This prestigious appointment recognizes Dr. Ajarova’s strategic leadership and her dedicated contributions to elevating Uganda’s tourism sector on the global stage.

A New Chapter in Strategic Leadership

In her new role, Dr. Ajarova will provide policy direction and advisory support to the President on tourism strategies and initiatives. Her focus will include promoting diverse tourism offerings, ensuring the sector’s alignment with Uganda’s national economic development agenda, and fostering international collaborations that benefit the tourism industry.

Reflecting on her appointment, Dr. Ajarova remarked, “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. This role presents an opportunity to further align Uganda’s tourism sector with the government’s target of tenfold economic growth. I am committed to leveraging my experience to enhance Uganda’s global competitiveness, attract investment, and create sustainable opportunities for our people.”

Achievements During Dr. Ajarova’s Tenure at UTB

Dr. Ajarova’s tenure at the helm of UTB was marked by significant achievements that bolstered Uganda’s tourism sector, including:

  • Development and launch of the Explore Uganda destination brand, which positioned Uganda as a unique and attractive destination.
  • Enhancement of quality assurance service delivery in tourism establishments across the country.
  • Promotion of MICE (Meetings, Incentives, Conferences, and Events) tourism, expanding Uganda’s appeal as a business tourism hub.
  • Strengthening partnerships with key stakeholders and development partners to drive tourism growth.
  • Recognition of UTB as the 3rd best-performing government agency in 2022, earning an Excellence Service Award.

Under her leadership, Uganda’s tourism offerings were diversified, and the country’s visibility within the global tourism landscape was significantly enhanced.

A Vision for Uganda’s Tourism Growth

Dr. Ajarova’s new role signals a continued commitment to advancing Uganda’s tourism sector as a cornerstone of economic development. Her focus will be on implementing strategic initiatives that attract investment, boost international arrivals, and promote sustainability within the sector.

Why This Matters for African Travel Agents

For African travel agents, Dr. Ajarova’s appointment reflects Uganda’s commitment to bolstering its tourism sector through innovative leadership and strategic planning. The launch of the Explore Uganda brand under her leadership has already created new opportunities for agents to market Uganda as a top destination for nature-based tourism, cultural experiences, and business travel.

The country’s growing focus on MICE tourism and diverse tourism products makes Uganda a compelling destination for both leisure and corporate travelers. Dr. Ajarova’s continued involvement in the sector ensures that Uganda’s tourism industry will remain aligned with global trends and sustainable development goals, creating opportunities for travel professionals to capitalize on this growth.

Looking Ahead

The Uganda Tourism Board has expressed its gratitude to Dr. Ajarova for her impactful leadership and contributions, while also celebrating her new role. As Senior Presidential Advisor on Tourism, she is poised to drive initiatives that will not only enhance Uganda’s global competitiveness but also contribute to the country’s economic transformation through tourism.

With her wealth of experience, Dr. Ajarova is expected to play a pivotal role in shaping Uganda’s tourism policies, ensuring the sector remains a key driver of economic growth, while creating sustainable opportunities for communities across the country. This appointment marks a significant step forward for Uganda’s tourism sector and its position as a leading destination in Africa.