After six transformative years at the helm of the Uganda Tourism Board (UTB), Lilly Ajarova has penned a heartfelt farewell message, reflecting on her remarkable journey since taking office on March 5th, 2019.
In her farewell, Lilly expressed deep gratitude for the opportunity to champion Uganda’s unmatched beauty globally, underscoring significant achievements during her tenure. She described her role as “an immense honour and privilege to serve this beautiful nation,” profoundly thanking His Excellency, President Yoweri Kaguta Museveni, for granting her the opportunity “to contribute to this key sector and to serve the people of Uganda.”
Under her leadership, UTB successfully repositioned Uganda through the vibrant “Explore Uganda: The Pearl of Africa” campaign. Lilly proudly noted the global recognition UTB received, with CNN naming Uganda among the world’s best travel destinations in 2023. This campaign significantly boosted Uganda’s visibility on the international tourism stage.
She emphasized substantial improvements in sector regulation, digital transformation, and product diversification. UTB diversified Uganda’s tourism offerings, introducing experiences ranging from primate tracking and eco-tourism to mountaineering, birding, agro-tourism, sports, filming, and rich cultural interactions.
Operational excellence also marked her tenure, with UTB achieving recognition for service excellence, ranking as the third-best central government institution in Uganda in FY 2020/21.
Lilly passionately underscored the importance of Diaspora Engagement and Domestic Tourism, initiating campaigns that fostered national pride and encouraged Ugandans to explore and cherish their own country. Additionally, the operationalization of the Uganda Convention Bureau significantly elevated Uganda’s profile in the MICE (Meetings, Incentives, Conferences, and Exhibitions) sector, placing Uganda as the 7th top MICE destination in Africa by 2023.
Sustainability and conservation emerged as central themes during her stewardship, positioning Uganda as a leader in ecotourism. Reflecting on her journey, Lilly expressed deep appreciation for the dedicated UTB team, colleagues, the Ministry of Tourism, Wildlife, and Antiquities, as well as sector players and international partners who contributed to the successes achieved.
She warmly acknowledged the Ugandan people, whose “warmth, resilience, and stories inspire me every single day,” adding, “you are the soul of our tourism industry and the true champions of this Pearl of Africa.”
Her message concluded with gratitude and optimism: “While my chapter at the Uganda Tourism Board may be closing, my love and commitment to Uganda and its tourism industry remain steadfast. Thank you, once again, to everyone who made this journey unforgettable.”