The Uganda Tourism Board (UTB) is proud to announce the appointment of Dr. Lilly Ajarova as Senior Presidential Advisor on Tourism by President Yoweri Kaguta Museveni. This prestigious recognition highlights Dr. Ajarova’s exceptional leadership and remarkable dedication to transforming Uganda’s tourism sector into a global player. Her new role acknowledges her hard work, innovative strategies, and the significant impact she has had in the field.
As Senior Presidential Advisor on Tourism, Dr. Ajarova will provide expert advice to President Museveni on key tourism policies and strategic initiatives that align with Uganda’s broader national development objectives. Her role will be pivotal in promoting Uganda’s diverse tourism offerings while also strengthening global partnerships that drive sustainable growth in the sector. With her extensive experience and in-depth knowledge, Dr. Ajarova will continue to contribute significantly to Uganda’s economic growth and its competitive positioning within the international tourism landscape.
During her tenure at the helm of the Uganda Tourism Board, Dr. Ajarova was instrumental in the creation of the “Explore Uganda” brand, which became a powerful tool for showcasing the country’s rich cultural and natural attractions. Additionally, her leadership was marked by a focus on enhancing the standards of service delivery across the tourism sector, from accommodation to attractions, which greatly improved the overall visitor experience. Under her guidance, Uganda also made strides in the promotion of MICE (Meetings, Incentives, Conferences, and Exhibitions) tourism, positioning the country as a prime destination for international business events.
Her work in building strong partnerships with both local and international stakeholders was key to establishing Uganda as an emerging tourism hub. Notably, UTB was awarded an Excellence Service Award, ranking among the top three best-performing government agencies in 2022, a recognition that was a direct result of Dr. Ajarova’s visionary leadership and commitment to excellence.
Commenting on her appointment, Dr. Ajarova expressed her gratitude and excitement about the new opportunity. “I am deeply honored by the trust placed in me by President Museveni. This role is an exciting extension of my journey, and I look forward to collaborating with all stakeholders to ensure tourism continues to play a pivotal role in Uganda’s development. With the right strategies and continued cooperation, I believe we can drive the sector to new heights, creating sustainable opportunities for the people of Uganda,” she said.
The Journey of Dr. Lilly Ajarova
Dr. Lilly Ajarova’s career has been marked by a passion for tourism, conservation, and sustainable development. She was born in 1969 in Nebbi District and grew up in a family with strong ties to the medical profession. Her father, a doctor, and her mother, a nurse, instilled in her a sense of purpose and service to the community from a young age.
Dr. Ajarova attended Angal Girls Primary School and Mvara Secondary School, where she demonstrated academic excellence. Her higher education journey took her to Makerere University, where she earned a Bachelor’s degree in Social Sciences, with a focus on Psychology and Sociology. She furthered her expertise by pursuing a Postgraduate Diploma in Tourism Management from the International Institute of Tourism and Management in Austria and later completed an MBA from the Eastern and Southern African Management Institute, plus very many other educational certificates.
Her career began in the tourism sector with the Uganda Wildlife Authority, where she worked as a Tourism Development and Marketing Manager, developing tourism services in Uganda’s national parks. She later served as the Executive Director of the Chimpanzee Sanctuary & Wildlife Conservation Trust, which included managing the Ngamba Island Chimpanzee Sanctuary, an important project focused on wildlife conservation.
In 2019, Dr. Ajarova was appointed CEO of the Uganda Tourism Board, where she made remarkable contributions to the tourism industry. Her leadership has earned her several accolades, including the National Golden Jubilee Award in 2015 and the Tourism Excellence Award in 2017, further solidifying her reputation as a driving force in Uganda’s tourism sector.
Dr. Ajarova’s new role as Senior Presidential Advisor on Tourism will allow her to continue shaping the future of Uganda’s tourism industry, ensuring that it remains a major economic pillar for the country and attracts global attention for its diverse offerings.