The Uganda Tourism Board (UTB) has named Mukasa Juliana Kagwa as its new Chief Executive Officer (CEO), bringing on board a seasoned marketing professional with extensive experience in brand strategy and corporate leadership.
Kagwa emerged as the top candidate from a competitive shortlist of five contenders, which included Peter Muramira, Grace Nshemere Makuba Gwaku, Chemonges Sabila, and Simon Peter Kasyate. She replaces Ms. Lilly Ajarova, who stepped down in March and was later appointed as Senior Presidential Advisor on Tourism Affairs.
Kagwa joins UTB from SeedCo Group in South Africa—The African Seed Company—where she most recently served as Group Marketing and Sales Director. Her appointment is expected to bring renewed energy and innovation to Uganda’s tourism strategy at a time when the sector is pushing to reposition itself in the global market.
With a career spanning over two decades, Kagwa began as a graduate management trainee at Diageo and went on to hold senior marketing roles across Uganda and Kenya, including a term as Country Manager for Heineken. She spent more than 17 years at Uganda Breweries Limited (UBL) in leadership roles such as Corporate Relations Director and Marketing & Innovations Director.
During her tenure at UBL, she was instrumental in elevating brand performance through initiatives like the premiumization of Tusker Lite and Guinness, and spearheading reforms in strategic media investments that significantly boosted market visibility.
Her background in marketing, communications, and innovation is seen as a strong asset for UTB, particularly in refining the country’s tourism branding and outreach strategies.
Kagwa holds a Bachelor of Science in Food Science and Technology from Makerere University, and an MBA from Edinburgh Business School, Heriot-Watt University.
As CEO, she will be based at UTB headquarters in Kampala, reporting directly to the Board of Directors. She will oversee the Deputy CEO, departmental managers, and the Senior Internal Auditor.
Her mandate includes implementing UTB’s Strategic Plan, promoting Uganda as a leading tourist destination, fostering public-private partnerships, overseeing financial and procurement functions, and ensuring compliance with tourism industry standards.
The role also involves extensive travel, long hours, and a strong commitment to UTB’s mission of sustainably growing Uganda’s tourism sector.
Kagwa’s appointment comes at a pivotal time for UTB, which is under increasing pressure to revitalize Uganda’s image on the global tourism stage and attract both regional and international visitors.
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