KAMPALA – After six years at the helm of the Uganda Tourism Board (UTB), CEO Lilly Ajarova has bid farewell, leaving behind a legacy of transformative initiatives that have repositioned Uganda as a premier tourism destination.
“It has been an immense honor and privilege to serve this beautiful nation, to champion the cause of tourism, and to promote Uganda’s unmatched beauty to the world,” Ajarova said in her farewell message.
During her tenure, which began on March 5, 2019, Ajarova spearheaded numerous initiatives that enhanced marketing, product development, sector regulation, and institutional capacity.
“We successfully refreshed Uganda’s tourism offering under the vibrant ‘Explore Uganda: The Pearl of Africa’ brand, which reinvigorated our global appeal and redefined our narrative,” Ajarova noted, while recounting her achievements as the country’s chief promoter.
This strategic initiative earned Uganda a spot among CNN’s 23 best destinations to visit in 2023, and the brand video won six international awards.
Ajarova’s efforts have yielded impressive results, including sector regulation where UTB improved efficiency, service standards, and global competitiveness through digital transformation and strengthened regulatory frameworks.
She also led the Product Development and Investment where Uganda’s diverse tourism offerings, including primate tracking, adventure tourism, and cultural experiences, have been showcased, making it a must-visit destination.
“We developed UTB’s Strategic Plan aligned with Uganda Vision 2040 and the National Development Plan III. Consequently, UTB was recognized for its service excellence, ranking as the third-best central government institution in the Service Excellence Assessment for FY 2020/21.”
The jovial and diplomatic leader spearheaded diaspora engagement and domestic tourism. These were campaigns which reconnected Ugandans in the diaspora with their homeland and promoting domestic tourism, fostering national pride and encouraged Ugandans to explore their country.
During her reign, UTB has advocated for sustainability and conservation initiatives, enhancing sustainability practices in the industry and positioning Uganda as an ecotourism destination.
Ajarova also expressed her gratitude to President Yoweri Kaguta Museveni, her colleagues, and stakeholders who collaborated with UTB during her tenure.
“I am profoundly grateful to His Excellency, the President of Uganda, Yoweri Kaguta Museveni, for granting me the opportunity to contribute to this key sector and to serve the people of Uganda,” she said.
As Ajarova passes on the baton, her love and commitment to Uganda and its tourism industry remain unwavering.
“The foundation has been laid; the future is bright, and the story of Uganda as the Pearl of Africa will continue to be written with renewed passion and innovation,” she concluded.
Richard Kawere, the Principal of the Uganda Hotel and Tourism Training Institute (UHTTI), described Ajarova as a passionate tourism professional whose contribution to the sector is etched on solid rock.
