Uganda Tourism Board (UTB) has welcomed Juliana Kagwa as its new Chief Executive Officer. Kagwa assumed office on June 16, 2025, following a handover ceremony led by UTB Board Chairperson, Pearl Kakooza, alongside other board members and staff.
Kagwa brings over two decades of experience in brand building, marketing, and commercial strategy across Africa, having worked extensively in fast-moving consumer goods and agribusiness. Her appointment is seen as a strategic move to elevate Uganda’s tourism profile and advance sustainable sector growth.
In her remarks, Board Chairperson Pearl Kakooza expressed confidence in Kagwa’s leadership.
“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,” she said.
Kagwa previously served as Group Marketing and Sales Director at Seed Co International, overseeing commercial strategy in over 20 African markets. She also held several senior positions at Uganda Breweries Limited (UBL), including Corporate Relations Director and Marketing & Innovations Director.
Speaking after assuming office, Kagwa emphasized her passion for the tourism sector and national development.
“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. “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.”
While at UBL, Kagwa led impactful initiatives such as the ROOTS reforestation partnership with the Ministry of Water and Environment, a joint task force to combat illicit alcohol, and the “Vaccination for the Nation” campaign during the COVID-19 pandemic, which enabled over 500,000 people to access vaccines within weeks.
She holds a Master of Business Administration from Heriot-Watt University and a Bachelor of Science (Honours) degree from Makerere University.
Her arrival at UTB is expected to inject renewed energy into efforts aimed at boosting Uganda’s global tourism competitiveness, particularly under the framework of the National Development Plan and Vision 2040.
