Juliana Kagwa has been named the new Chief Executive Officer of the Uganda Tourism Board (UTB). She replaces Lilly Ajarova, who now serves as the Senior Presidential Advisor on Tourism.
As CEO, Kagwa will be responsible for driving the strategic direction of UTB and ensuring the growth and development of Uganda’s tourism sector.
Based at UTB Headquarters in Kampala, she will report to the Board of Directors. Her role includes supervising the Deputy CEO, departmental managers, and the Senior Internal Auditor. Key responsibilities span the development and implementation of the Strategic Plan, tourism promotion, partnership building, financial and procurement management, and ensuring compliance with industry standards and regulations.
Who is Juliana Kagwa?
Juliana Kagwa brings nearly two decades of dynamic leadership and brand strategy experience to the role.
In 2004, she joined Uganda Breweries Limited (UBL) through its competitive graduate management trainee programme. Initially recruited as a Lab Technician, she quickly demonstrated versatility during rotations across departments—including production, finance, and sales. Her aptitude and enthusiasm for consumer engagement naturally steered her toward a long-term path in sales and marketing.
Kagwa’s first permanent role at UBL was Assistant Brand Manager for Pilsner and Guinness. She later expanded her regional experience with a three-year posting in Kenya as Brand Manager for International Premium Spirits, overseeing globally recognized labels such as Johnnie Walker, Smirnoff, and Baileys.
Returning to Uganda, Kagwa took on increasingly senior roles at UBL, including Brand Manager for Guinness and Tusker, Marketing Manager for Spirits, and a brief stint as Country Manager for Heineken. In 2015, she was appointed Director of Marketing and Innovations, a role she held until 2020.
In 2020, Kagwa transitioned to become UBL’s Corporate Relations Director, where she led stakeholder engagement and corporate affairs until 2024. Most recently, she worked with Seed Co in South Africa before returning to take the helm at UTB.
With her strong background in brand building, regional leadership, and stakeholder engagement, Kagwa is expected to bring strategic direction and renewed energy to Uganda’s tourism sector, particularly in positioning the country as a competitive and sustainable destination on the global stage.
