Museveni appoints Ajarova Senior Presidential Advisor on tourism

President Yoweri Museveni has appointed Lilly Ajarova, the outgoing CEO of the Uganda Tourism Board (UTB), as Senior Presidential Advisor on Tourism.

This prestigious appointment recognises Ajarova's exceptional leadership and contributions to Uganda's tourism industry, which have significantly advanced the country's global tourism presence.

In her new role, Ajarova will advise the President on strategic tourism policies and initiatives, ensuring that the sector's growth aligns with the national development agenda. She will also promote Uganda's diverse tourism offerings and foster international collaborations that benefit the tourism sector.

Ajarova's tenure at UTB was marked by notable achievements, including the development and launch of the Explore Uganda destination brand, improved quality assurance service delivery, and enhanced tourism product development. Under her leadership, UTB received an Excellence Service Award as the 3rd best performing government agency in 2022.

"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. "This role presents an opportunity to further align Uganda's tourism sector with the government's target of tenfold economic growth."

Ajarova emphasized the importance of tourism to Uganda's economy, stating, "Tourism is a cornerstone of our national economy, and 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."