The outgoing Chief Executive Officer of the Uganda Tourism Board (UTB), Lilly Ajarova, has been appointed as Senior Presidential Advisor on Tourism by the President of the Republic of Uganda, His Excellency Yoweri Kaguta Museveni.
Ajarova’s appointment recognizes her strategic leadership and her extensive contribution and dedicated service towards advancing Uganda’s tourism industry in the global tourism landscape.
In her new role as Senior Presidential Advisor on Tourism, Ajarova will advise the President on strategic tourism policies and initiatives while ensuring that the sector’s growth is aligned with the national development agenda, promote Uganda’s diversified tourism offerings, and foster international collaborations that benefit the tourism sector.
During her tenure at UTB, 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.
“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. 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. I am deeply honoured by the trust placed in me by His Excellency the President,” she said.
Uganda Tourism Board offered its congratulations to Ajarova on this remarkable achievement and looks forward to her remarkable contribution in her new capacity as Senior Presidential Advisor on Tourism.
About Lilly Ajarova
Born in 1970, Ajarova is a Ugandan conservationist and tourism expert. She is the chief executive officer of the Uganda Tourism Board (UTB), the Ugandan government agency that is charged with promoting the country as a tourism destination. She was appointed to that position on 10 January 2019.
For over 8 years, from 1996 until 2005, Ajarova worked at the Uganda Wildlife Authority, as the Tourism Development and Marketing Manager. In that capacity, she was responsible for the development of tourism services in Uganda’s national parks.
She further went to Chimpanzee Sanctuary & Wildlife Conservation Trust, where she was the executive director for fourteen years. While there, Ajarova served as a member of the Uganda Tourism Board. She was the chairperson of the committee that classified and graded Uganda’s hotels in 2015.
In January 2019, she was appointed to head UTB, replacing Stephen Asiimwe, and replaced by Dr. Joshua Rukundo as executive director at the Chimpanzee Sanctuary Trust, which she handed over on 5th March 2019.
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