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    UTB

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

    Brian EmorutHospitality & TourismNews & AnalysisFebruary 24, 2026February 24, 2026

    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…

    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

    Jeff WintersThe Big StoryFebruary 10, 2026February 10, 2026

    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…

    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

    Jeff WintersThe Big StoryJanuary 27, 2026January 27, 2026

    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…

    Trevor Ariho appointed to Chair Internal Planning Committee for 6th Presidential CEO Retreat

    Paul MurungiThe Big StoryAugust 19, 2025August 19, 2025

    Trevor Ariho, Chief Executive Officer of the League of East African Directors (LEAD), has been appointed to chair the Internal Planning Committee for the 6th Bi-Annual Presidential CEO Retreat. Ariho…

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

    Paul MurungiBusiness & MarketsDestinations & HotelsEast AfricaHospitality & TourismNews & AnalysisPolitics & GovermentThe Big StoryThe Executive TravelerWomen In LeadershipFebruary 7, 2025February 8, 2025
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    Amos Wekesa: Challenges that face the Ugandan tourism industry that the leadership must address

    Muhereza KyamuteteraThought LeadershipApril 6, 2019April 6, 2019

    On Thursday evening (April 4th 2019) at Sheraton Hotel, Uganda Tourism Board (UTB) old guards officially handed over office to the new guards. While sitting at the back with fellow…

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