In a move that underscores the importance of tourism to Uganda’s national development, His Excellency President Yoweri Kaguta Museveni has appointed Dr. Lilly Ajarova as the new Senior Presidential Advisor on Tourism.
This appointment comes on the heels of her remarkable tenure as the Chief Executive Officer of the Uganda Tourism Board (UTB), where she spearheaded transformative initiatives that elevated Uganda’s profile on the global tourism stage.
Dr. Ajarova’s new role is a testament to her strategic leadership and unwavering commitment to advancing Uganda’s tourism industry.
As Senior Presidential Advisor, she will advise the President on key tourism policies, foster international collaborations, and align the sector’s growth with Uganda’s broader economic development goals.
A Legacy of Excellence at UTB
During her time as UTB CEO, Dr. Ajarova left an indelible mark on Uganda’s tourism sector. Some of her notable achievements include:
- Launching the Explore Uganda Brand: Under her leadership, UTB unveiled the Explore Uganda destination brand, a strategic initiative to position Uganda as a must-visit destination for global travelers.
- Enhancing Quality Assurance: Dr. Ajarova prioritized improving service delivery and standards across tourism establishments, ensuring a world-class experience for visitors.
- Promoting MICE Tourism: She championed Meetings, Incentives, Conferences, and Exhibitions (MICE) tourism, opening new revenue streams for the sector.
- Building Strategic Partnerships: Her ability to forge collaborations with stakeholders and development partners strengthened Uganda’s tourism ecosystem.
These efforts earned UTB the Excellence Service Award as the 3rd best-performing government agency in 2022—a clear reflection of Dr. Ajarova’s impactful leadership.
What’s Next for Uganda’s Tourism Sector?
In her new role, Dr. Ajarova is poised to take Uganda’s tourism sector to even greater heights. Her mandate includes:
1. Advising on Strategic Policies: She will provide expert guidance to the President on policies that drive sustainable tourism growth.
2. Promoting Diversified Tourism Offerings: From wildlife safaris to cultural experiences, Dr. Ajarova will work to showcase Uganda’s diverse attractions.
3. Fostering International Collaborations: By building partnerships with global tourism stakeholders, she aims to attract investment and boost Uganda’s competitiveness.
Dr. Ajarova’s Vision for the Future
In her statement following the appointment, Dr. Ajarova expressed her excitement and commitment to the new role:
“This is an exciting new chapter in my journey. I look forward to working closely with all stakeholders to ensure that tourism remains a key driver of Uganda’s economic development. This role presents an opportunity 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.”
Why This Appointment Matters
Tourism is one of Uganda’s most vital economic sectors, contributing significantly to GDP and job creation.
Dr. Ajarova’s appointment signals the government’s commitment to prioritizing tourism as a driver of national development.
Her proven track record and visionary leadership make her the ideal candidate to steer the sector toward achieving its full potential.
A Bright Future for Uganda’s Tourism
Dr. Lilly Ajarova’s appointment as Senior Presidential Advisor on Tourism is a win for Uganda’s tourism sector and the nation as a whole.
With her expertise and passion, Uganda is well-positioned to strengthen its global presence, attract more visitors, and create lasting economic opportunities for its people.
What are your thoughts on this appointment? Share your perspective in the comments below!
