Uganda's President Names Tourism Chief as Senior Advisor.
President Yoweri Museveni has appointed Lilly Ajarova, the outgoing CEO of the Uganda Tourism Board, as his senior advisor on tourism. In her new role, Ajarova will guide strategic policies and initiatives to align the tourism sector with national development goals.
Her leadership at UTB brought notable achievements, including the launch of the Explore Uganda destination brand and improved service quality across tourism establishments. The agency earned recognition as the third-best-performing government body in 2022.
"This marks an exciting chapter in my journey," Ajarova said. "I aim to work with stakeholders to keep tourism as a key driver of Uganda's economic growth." She emphasized her commitment to enhance Uganda's global appeal and create lasting opportunities for citizens.
UTB praised Ajarova's appointment, highlighting her strategic leadership and dedication to advancing Uganda's position in global tourism. The board, established by statute in 1994 and updated in 2008, promotes Uganda as a competitive destination for inclusive development.
Under Ajarova's guidance, Uganda claimed three international tourism film awards at the 2022 International Tourism Film Festival Africa. Her tenure faced significant challenges, notably the impact of the COVID-19 pandemic on tourism in 2020. Yet the sector has shown a strong recovery.
Recent data reveals Uganda's resilience in tourism. International visits reached 1,274,210 in 2023, marking a 56.5 percent increase from 2022. The country has regained 82.6 percent of its pre-pandemic tourism levels compared to 2019.
The Ministry of Tourism, Wildlife, and Antiquities intensified its efforts in 2023 to restore Uganda's primary source of foreign exchange through tourism growth and heritage preservation initiatives.
President Yoweri Museveni has appointed Lilly Ajarova, the outgoing CEO of the Uganda Tourism Board, as his senior advisor on tourism. In her new role, Ajarova will guide strategic policies and initiatives to align the tourism sector with national development goals.
Her leadership at UTB brought notable achievements, including the launch of the Explore Uganda destination brand and improved service quality across tourism establishments. The agency earned recognition as the third-best-performing government body in 2022.
"This marks an exciting chapter in my journey," Ajarova said. "I aim to work with stakeholders to keep tourism as a key driver of Uganda's economic growth." She emphasized her commitment to enhance Uganda's global appeal and create lasting opportunities for citizens.
UTB praised Ajarova's appointment, highlighting her strategic leadership and dedication to advancing Uganda's position in global tourism. The board, established by statute in 1994 and updated in 2008, promotes Uganda as a competitive destination for inclusive development.
Under Ajarova's guidance, Uganda claimed three international tourism film awards at the 2022 International Tourism Film Festival Africa. Her tenure faced significant challenges, notably the impact of the COVID-19 pandemic on tourism in 2020. Yet the sector has shown a strong recovery.
Recent data reveals Uganda's resilience in tourism. International visits reached 1,274,210 in 2023, marking a 56.5 percent increase from 2022. The country has regained 82.6 percent of its pre-pandemic tourism levels compared to 2019.
The Ministry of Tourism, Wildlife, and Antiquities intensified its efforts in 2023 to restore Uganda's primary source of foreign exchange through tourism growth and heritage preservation initiatives.
