Uganda Tourism Board Welcomes New Chief Executive Officer.

L-R: Ms. Juliana Kagwa, the newly appointed Chief Executive Officer at Uganda Tourism Board, is welcomed to the Office by the Board's Chairperson, Ms. Pearl Hoareau Kakooza (R). She officially assumed office and commenced duties with effect from 16th June, 2025.

Kampala, June 16, 2025. Uganda Tourism Board (UTB) is pleased to announce that Ms. Juliana Kagwa, the newly appointed Chief Executive Officer, has officially assumed office and commenced duties with effective 16th, June, 2025. The handover of office to Ms. Kagwa was presided over by Board Chairperson Ms. Pearl Kakooza in the presence of Board members that included Vice Chairperson Ron Kawamara, Mr. Rashid Kiyimba, Dr. Ojara Margaret and Deputy CEO Mr. Bradford Ochieng. 

A seasoned marketing and commercial leader, Ms. Kagwa brings over 20 years of experience in fast-moving consumer goods and agribusiness across Africa, with a proven track record in building iconic brands, forging public-private partnerships, and delivering sustainable growth.  

Prior to joining UTB, Juliana served as Group Marketing and Sales Director at Seed Co International, where she led commercialization and brand strategy across over 20 African markets. She has also held senior roles at Uganda Breweries Limited, including Corporate Relations Director and Marketing & Innovations Director, where she championed awardwinning campaigns and drove export growth for flagship Ugandan brands.

The Chairperson Board of Directors, Ms. Pearl Kakooza in her welcome remarks noted, “Ms. Kagwa's extensive experience in brand management and her commitment to sustainable development make her an ideal leader for UTB as we continue to promote Uganda as a premier tourist destination. We believe her leadership acumen will propel UTB's vision and mission as articulated by National Development Plan and Vision 2040.”

On her part, the new CEO, Ms. Kagwa said “I am both humbled and honoured to be called to serve my country in a sector that plays a critical role in transforming lives and driving inclusive economic growth,” Juliana Kagwa said. “As a lifelong champion of Brand Uganda, I look forward to building on the great work done thus far and amplifying Uganda’s story to the world”.

During her tenure at UBL, Ms. Kagwa led high impact public-private initiatives such as the ROOTS reforestation partnership with the Ministry of Water and Environment to combat the impact of climate change. She also initiated a joint enforcement task force alongside URA, UNBS, and the Ministry of Trade to combat illicit alcohol trade. At the peak of the COVID-19 pandemic, she championed Uganda Breweries' “Vaccination for the Nation” campaign, which accelerated vaccine access for over half a million citizens within weeks. 

She holds a Master of Business Administration from Heriot- Watt University and Bachelor of Science (Honours) degree from Makerere University.