By Spy Uganda
The Uganda Tourism Board (UTB) has appointed Juliana Kagwa as its new Chief Executive Officer (CEO), marking a significant leadership transition at a time when the agency is seeking to reposition Uganda as a competitive global tourism destination.
Kagwa emerged the successful candidate from a shortlist of five contenders, which included Peter Muramira, Grace Nshemere Makuba Gwaku, Chemonges Sabila, and Simon Peter Kasyate. She succeeds Lilly Ajarova, who departed in March and was later appointed Senior Presidential Advisor on Tourism Affairs.
A seasoned marketer, Kagwa brings over two decades of corporate experience. She most recently served as Group Marketing & Sales Director at SeedCo, a pan-African seed company based in South Africa. She began her career as a graduate management trainee at Diageo and held senior marketing roles across East Africa, including as Country Manager for Heineken.
Her 17-year tenure at Uganda Breweries Limited (UBL) saw her take on key leadership positions, including Corporate Relations Director and Marketing & Innovations Director. She was instrumental in revitalizing major brands like Tusker Lite and Guinness, and led impactful changes in media strategy that boosted the company’s national visibility.
Kagwa holds a BSc in Food Science and Technology from Makerere University and an MBA from Edinburgh Business School, Heriot-Watt University.
In her new role at UTB headquarters in Kampala, Kagwa will report directly to the Board of Directors. She will oversee the Deputy CEO, senior managers, and the internal audit function. Her responsibilities include executing the board’s Strategic Plan, promoting Uganda as a tourism destination, developing partnerships, managing finances and procurement, and ensuring regulatory compliance.
Her appointment comes at a critical time as UTB intensifies efforts to rejuvenate Uganda’s tourism sector and attract a larger share of the international travel market.
