Uganda’s tourism sector welcomes new leadership as Juliana Kagwa begins her role as UTB CEO on June 16, 2025.
Her appointment marks a fresh start for the tourism body, with high hopes that she will boost Uganda’s image as a top travel destination by using her experience in marketing, branding, and partnerships.
New Leadership Begins
Ms. Kagwa was officially welcomed by UTB Board Chairperson Ms. Pearl Kakooza during a handover event attended by other board members, Vice Chairperson Ron Kawamara, Mr. Rashid Kiyimba, Dr. Ojara Margaret, and Deputy CEO Mr. Bradford Ochieng.
Ms. Kakooza praised Ms. Kagwa’s strong background and said her skills are a great fit for the tourism sector.
“She knows how to build strong brands and cares about sustainability. We believe she will help us take Uganda’s tourism to the next level, in line with our national goals under the Vision 2040 plan,” Ms. Kakooza said.
A Strong Background in Marketing and Sales
Ms. Kagwa has over 20 years of experience working in sales, marketing, and brand development. She has worked across many African countries in sectors such as consumer goods and agriculture, helping companies grow their brands and reach more people.
Before joining UTB, she worked as Group Marketing and Sales Director at Seed Co International, where she led business strategies across 20 African markets.
She also worked at Uganda Breweries Limited, where she held top positions such as Marketing & Innovations Director and Corporate Relations Director. During her time there, she led successful advertising campaigns and helped increase exports of Ugandan products.
Focus on Sustainable Growth and Partnerships
Ms. Kagwa is not only known for marketing but also for her work in supporting communities and protecting the environment.
While at Uganda Breweries, she led a tree planting project called ROOTS, working with the Ministry of Water and Environment to fight climate change.
She also helped set up a team with URA, UNBS, and the Ministry of Trade to stop the illegal alcohol trade, which helped protect local businesses. During the COVID-19 pandemic, she led the “Vaccination for the Nation” campaign, which helped over 500,000 Ugandans get vaccinated.
New Vision for Uganda’s Tourism
Speaking after taking office, Ms. Kagwa said she felt honoured to lead in such an important sector.
“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,” she said.
She added that she is ready to build on what UTB has already done and make Uganda’s tourism story stronger around the world.
“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,” she said.
Supporting Uganda’s Development Goals
Her new role also fits well with Uganda’s wider goals for economic growth. Tourism is one of the key areas highlighted in the Fourth National Development Plan and Vision 2040.
With Ms. Kagwa’s experience and leadership, UTB is expected to play a bigger role in creating jobs, earning foreign income, and promoting Uganda as a top destination in Africa.
