The Uganda Tourism Board (UTB) has confirmed the appointment of Juliana Kagwa as its new Chief Executive Officer, marking a strategic leadership transition as the country positions itself for greater visibility in the global tourism market.
Kagwa, whose appointment was officially announced by the Ministry of Tourism, Wildlife and Antiquities, becomes the first woman to lead the UTB since its establishment. Her selection follows a competitive recruitment process overseen by the Board’s leadership in collaboration with government stakeholders.
Prior to her appointment, Juliana Kagwa was the Corporate Relations Director at Uganda Breweries Limited, where she played a central role in public affairs, sustainability initiatives, and stakeholder engagement. Her track record in both the private sector and development policy spaces is expected to bring a fresh perspective to the Board’s leadership.
“We are confident that Juliana’s experience and vision will drive UTB’s mandate forward. She brings a unique blend of private sector efficiency and national service,” said Daudi Migereko, Chairperson of the UTB Board, in a statement released Monday morning.
The tourism sector is a vital component of Uganda’s economy, contributing nearly 7.7% to GDP before the COVID-19 pandemic. While the sector has shown signs of recovery, stakeholders believe that Uganda’s tourism potential remains largely under-marketed compared to regional peers such as Kenya and Rwanda.
Kagwa’s appointment comes at a time when UTB is under pressure to modernise its approach to destination branding and expand Uganda’s profile beyond traditional wildlife experiences.
In her first official remarks, Kagwa expressed readiness to “roll up her sleeves” and focus on “smart strategies that reposition Uganda as a compelling, competitive destination that celebrates culture, community and conservation.”
Tourism insiders have welcomed her appointment with cautious optimism. “She’s known for getting things done. This sector needs that kind of decisive energy,” said Paul Musoke, a veteran safari operator and founding member of the Uganda Tourism Association.
Kagwa has also spoken openly about her plans to prioritise internal collaboration among sector players, boost local content in tourism campaigns, and leverage digital platforms to reach younger global audiences.
Her appointment also represents a broader shift in leadership across East Africa’s tourism institutions, where a growing number of women are stepping into top roles. It is seen as a strong signal of Uganda’s commitment to gender inclusion and professional meritocracy in public appointments.
The Ministry of Tourism has outlined its full support for UTB’s new strategic direction under Kagwa, with a focus on strengthening tourism value chains, upgrading infrastructure, and tapping into niche segments such as faith tourism, culinary travel, and diaspora engagement.
