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TodayFriday, April 24, 2026

Uganda Tourism Board

A Photo collage featuring Juliana Kagwa, CEO for UTB, Francis Nyende, Marketing Manager at UTB, and Lilly Ajarova, former CEO at Uganda Tourism Board. Explore Uganda – The Pearl of Africa brand promise was launched in 2022. Four years down the road, it struggles to carve a niche in the market.

Four Years Later: Why the Explore Uganda–Pearl of Africa Brand Has Struggled to Carve a Niche

When Uganda Tourism Board (UTB) launched Explore Uganda – The Pearl of Africa on January 21, 2022, at Kololo Ceremonial Grounds, it marked what was presented as a bold new chapter for
February 24, 2026
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With over 75% of Uganda’s tourism centered on wildlife and protected areas, UWA, led by Dr James Musinguzi, sits at the heart of the tourism value chain, where conservation performance directly influences visitor demand, spending, and the country’s ambitious growth targets.
With over 75% of Uganda’s tourism centered on wildlife and protected areas, UWA, led by Dr James Musinguzi, sits at the heart of the tourism value chain, where conservation performance directly influences visitor demand, spending, and the country’s ambitious growth targets.

Dr James Musinguzi and the High-Stakes Test at Uganda Wildlife Authority

Dr James Musinguzi’s Uganda Wildlife Authority (UWA) sits at the core of Uganda’s ambition to radically scale its tourism economy. Under the Uganda National Tourism Policy (2025), the government is targeting a
February 10, 2026
Juliana Kagwa stepped into one of Uganda’s toughest CEO roles, tasked with turning ambition into revenue, vision into visitors, and limited resources into global impact, under intense scrutiny and rising expectations.
Juliana Kagwa stepped into one of Uganda’s toughest CEO roles, tasked with turning ambition into revenue, vision into visitors, and limited resources into global impact, under intense scrutiny and rising expectations.

CEOs in the Hot Seat: Juliana Kagwa and the High-Stakes Rebuild of Uganda’s Tourism Brand

When Juliana Kagwa assumed office as Chief Executive Officer of Uganda Tourism Board (UTB) in June 2025, she stepped into one of the most demanding leadership roles, one defined by pressure, numbers,
January 27, 2026
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