President Museveni appoints Dr. Lilly Ajarova as Senior Presidential Advisor on Tourism

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

Dr. Ajarova served for two terms as UTB CEO from 2019 until her term expired at the beginning of this year. UTB is still in search of a new CEO. 

According to a UTB media statement, Dr. Ajarova will advise the President on strategic tourism policies and initiatives, while ensuring that the sector’s growth is aligned to the national development agenda; promote Uganda’s diverse tourism offerings and foster international collaborations that benefit the tourism sector. 

Dr Ajarova described the new role as, “an exciting new chapter and presents an opportunity to work with all stakeholders 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 honored by the trust placed in me by His Excellency the President,” she said. 

During her tenure at UTB, Dr. Ajarova oversaw the development launch and roll out of the Explore Uganda destination brand and improved quality assurance service delivery in tourism establishments across the country.

She also enhanced tourism product development including, Meetings, Incentives, Conferences, and Exhibitions (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.  

However, she also faced major challenges such budget cuts, and the Covid-19 pandemic which led to a drop in tourism sector earnings. However, the sector has since recovered to about USD 1 billion according to 2024 data.

“Dr. Ajarova’s appointment recognizes her strategic leadership and the extensive contribution, dedicated service towards advancing Uganda’s tourism industry in the global tourism landscape,” UTB said.

Before her appointment as UTB CEO, Dr Ajarova served as Executive Director at Chimpanzee Sanctuary & Wildlife Conservation Trust. She also served as a Tourism Development and Marketing Manager at the Uganda Wildlife Authority, where she was actively involved in the development of tourism services in the national parks of Uganda. 

Dr Ajarova holds A Bachelor’s Degree in Psychology and Sociology from Makerere University, a an MBA from Eastern and Southern African Management Institute (ESAMI), and A Honorary Doctorate Degree from Commonwealth University, London, UK.