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Lilly Ajarova, the outgoing Chief Executive Officer of the Uganda Tourism Board (UTB), is leaving office with an inspiring message of hope for the country’s tourism industry.
As her tenure comes to an end, Ajarova has reflected on the strides made in strengthening Uganda’s position as a premier global tourism destination.
Since assuming office in January 2019, she has led key initiatives aimed at promoting Uganda’s rich natural beauty and cultural heritage on the global stage.
Her leadership has been instrumental in branding Uganda as a must-visit destination, with the country being ranked fourth among the world’s top tourism destinations by Bradt Guides, a leading independent travel publisher.
Under her guidance, Uganda’s tourism brand, Explore Uganda: The Pearl of Africa, gained international recognition, with its promotional video winning six global awards. CNN also listed Uganda among the 23 best destinations to visit in 2023.
Beyond marketing efforts, Ajarova spearheaded major reforms in Uganda’s tourism sector, improving regulatory frameworks, digital transformation, and service standards.
She was at the forefront of strengthening partnerships between the public and private sectors, ensuring Uganda’s tourism industry remains competitive on the global stage.
A Passionate Conservationist and Industry Leader
Before joining UTB, Ajarova had already built a reputation as a dedicated conservationist. She served as the Executive Director of the Ngamba Chimpanzee Sanctuary, where she played a crucial role in its transformation into a leading conservation and tourism site.
Her passion for wildlife and ecotourism carried into her leadership at UTB, where she championed sustainability initiatives.
Through her efforts, Uganda solidified its position as a top ecotourism destination in Africa, with increased attention to conservation and sustainable tourism practices.
Ajarova also played a key role in domestic tourism promotion. She launched campaigns encouraging Ugandans to explore their own country and reconnect with its beauty.
Additionally, she worked towards improving Uganda’s standing as a Meetings, Incentives, Conferences, and Exhibitions (MICE) destination, with the country being ranked the seventh-best MICE destination in Africa in 2023.
Looking Ahead with Optimism
In her farewell message, Ajarova expressed confidence that Uganda’s tourism sector is well-positioned for even greater success.
She acknowledged the dedication of her team at UTB, the Ministry of Tourism, Wildlife and Antiquities, and the private sector, whose collaboration has been key to the progress made over the years.
She emphasised that despite the challenges faced, Uganda’s tourism industry has a strong foundation to continue growing, innovating, and attracting more visitors from around the world.
She encouraged Ugandans to take pride in their country’s natural and cultural heritage and support efforts to boost tourism.