“Uganda Lacks Tourism Identity” – New UTB Boss Ajarova Speaks Out on Task Ahead

The newly appointed Uganda Tourism Board (UTB) Chief Executive Officer, Lilly Ajarova, has said one of her main priorities will be establishing a national brand identity for Uganda.

Mrs. Ajarova is taking charge of the Board starting next month, replacing Mr Stephen Asiimwe who resigned last year.

Ajarova told journalists at a Conservation Media Camp that Uganda currently lacks a brand identity, which is affecting the country’s tourism potential.

“We don’t have a uniform brand identity that we are selling ourselves with. We keep using ‘Pearl of Africa’, ‘Gifted by Nature’, ‘My Uganda’ among others which leaves me wondering, which is which?” Lilly Ajarova said.

Mrs Ajarova with journalists in Kibaale National Park

“Kenya for instance markets itself as ‘Magical Kenya’ everywhere, be it domestically or internationally. Uganda too needs such a uniform brand identity,” she added.

Ajarova also said she will start by creating a strong team to work with to promote Uganda as a tourism destination.

“We will understand our specific values, vision and mandate, and we will live by those as we reach out to the different stakeholders and partners as well,” she said.

Lilly Ajarova was appointed CEO in January this year following a restructuring process at Uganda Tourism Board that saw the former CEO leave the position.


While announcing her as the new UTB CEO, State Minister for Tourism and Antiquities Hon Godfrey Kiwanda said, “The Ministry is confident that Lilly Ajarova has the right qualifications and experience to steer UTB and the country’s tourism sector to greater heights.”.

Ajarova previously served as the Executive Director at Chimpanzee Sanctuary and Wildlife Conservation Trust, a position she held for over 13 years.


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