A Warm Welcome to Juliana Kagwa, New CEO of Uganda Tourism Board

Kitara Foundation for Regional Tourism extends a warm and enthusiastic welcome to Juliana Kagwa, who officially assumes her role as Chief Executive Officer, May 21, 2025. As she steps into this pivotal leadership position, the entire Ugandan tourism industry, from tour operators and hoteliers to conservationists and local communities, anticipates a new era of strategic growth and innovation. Ms. Kagwa brings over two decades of exceptional experience in corporate leadership, brand strategy, and stakeholder engagement from her distinguished career at Uganda Breweries Limited and the Seed Co Group. Her proven track record in transforming brands and driving market penetration is a testament to her vision and capability.

We are confident that her leadership will be instrumental in elevating Uganda’s global tourism appeal, driving sustainable growth, and truly showcasing the “Pearl of Africa” to the world. We look forward to collaborating closely with her to achieve the ambitious goals outlined in our National Destination Marketing Strategy and build a thriving, inclusive, and sustainable tourism sector for Uganda.

Who is Juliana Kagwa?

Kagwa’s professional journey is rooted in strategic marketing, corporate communications, and brand development. She spent 17 years at Uganda Breweries Limited (UBL), a subsidiary of Diageo, where she rose through the ranks, holding influential senior leadership positions including Corporate Relations Director and Marketing & Innovations Director. Her work there was instrumental in transforming consumer-facing campaigns and driving market penetration for various brands. Before joining UTB, she served as Group Sales and Marketing Director at the South African-based Seed Co Group.

Academically, Kagwa holds a Bachelor of Science in Food Science and Technology from Makerere University, and two Master of Business Administration (MBA) degrees – one from the University of Edinburgh and another from the Edinburgh Business School at Heriot-Watt University.

What should Uganda’s Tourism Industry expect in her term of office?

The Uganda tourism industry can expect a strategic and dynamic approach under Juliana Kagwa’s leadership, with a strong emphasis on leveraging her private sector experience to drive growth and development. Key expectations include:

• Reinvigorated Marketing and Digital Transformation: Kagwa is expected to overhaul Uganda’s digital tourism presence, integrating data-driven marketing strategies, immersive experiences, and influencer partnerships to attract modern travelers. Her strong corporate background in brand building and communication will be central to repositioning Uganda as a top-tier destination.
• Enhanced Collaborations: She plans to foster deeper collaborations between government agencies and private players in the hospitality, aviation, and conservation sectors. This partnership approach aims to unlock the sector’s full potential in the face of growing regional and global competition.
• Focus on Sustainability, Innovation, and Domestic Engagement: Kagwa’s primary focus will be on reinvigorating Uganda’s tourism sector through sustainability, innovation, and enhanced domestic engagement. This aligns with the recently launched Uganda National Destination Marketing Strategy (NDMS) 2024/25 – 2028/29, which emphasizes “value over volume” tourism and targets a significant increase in tourism revenue.
• Implementation of the National Destination Marketing Strategy: Her tenure will involve leading the implementation of this five-year strategy, which aims to boost Uganda’s global tourism appeal, increase tourism revenue to $5 billion by FY2028/29, and promote iconic, immersive, and sustainable tourism experiences.

What potential does Kagwa possess in driving the marketing needs of Uganda’s tourism industry?

Juliana Kagwa possesses significant potential in driving the marketing needs of Uganda’s tourism industry due to her:

• Extensive Marketing and Brand Strategy Experience: With nearly two decades in senior marketing and brand strategy roles, particularly with multinational beverage giants like Diageo (Uganda Breweries Limited and Heineken), she has a proven track record in transforming consumer-facing campaigns, brand building, and market penetration. This experience is directly transferable to destination marketing.
• Understanding of Market Dynamics and Consumer Behavior: Her background in the fast-moving consumer goods (FMCG) sector has equipped her with a deep understanding of market dynamics and effective brand communication, enabling her to reach and influence diverse audiences.
• Corporate Relations and Stakeholder Engagement Skills: Her experience as Corporate Relations Director at UBL indicates strong capabilities in stakeholder engagement, which is crucial for building partnerships within the diverse tourism ecosystem (government, private sector, communities).
• Strategic Leadership and Innovation: Her dual MBA qualifications and consistent career progression demonstrate her strategic thinking and ability to drive innovation, which will be vital for developing new tourism products and marketing approaches in a competitive global market.
• Digital Marketing Acumen: She is expected to overhaul Uganda’s digital tourism presence, suggesting a strong grasp of modern digital marketing tools and data-driven strategies necessary for global outreach campaigns.

What should Uganda Tourism industry expect in terms of building a sustainable tourism industry for sustainable community transformation?

Building a sustainable tourism industry for sustainable community transformation will be a key aspect of Juliana Kagwa’s term, aligned with national strategies and previous UTB initiatives. The industry can expect:

• Emphasis on “Value over Volume” Tourism: The National Destination Marketing Strategy, which Kagwa will lead, prioritizes high-quality, high-value experiences over mass tourism. This approach aims to maximize the economic benefits of tourism while minimizing negative impacts, contributing to more sustainable growth.
• Integration of Sustainability Principles: Expect a continued focus on integrating environmental, economic, and social considerations into tourism practices. This includes preserving flora and fauna, ensuring the long-term viability of tourism businesses, and enhancing the well-being of local communities.
• Community Inclusion and Benefits: The strategy aims to ensure that all sections of the population and regions of Uganda benefit and participate in the country’s tourism sector. This includes advocating for a holistic approach that actively involves marginalized groups and people with special needs in tourism initiatives.
• Focus on Responsible Tourism: Building on previous efforts, such as the theme of “Responsible Tourism” at POATE, Kagwa’s leadership will likely reinforce practices that protect and sustain natural and cultural resources, while ensuring tourism acts as a tool for conservation and poverty alleviation.
• Leveraging Data and Partnerships for Sustainable Impact: The strategy emphasizes data-driven decision-making and strengthening strategic partnerships to ensure marketing efforts and resources have the most sustainable and positive impact on the economy, environment, and local people.

What does Juliana need to know as she joins Uganda Tourism Industry?

As the new CEO of the Uganda Tourism Board, Juliana Kagwa needs to be acutely aware of and prepared for several critical aspects of Uganda’s tourism industry to ensure a successful term. These include both inherent strengths and persistent challenges:

Key Strengths and Opportunities:

• “Pearl of Africa” Identity and Diverse Offerings: Uganda is known for its natural beauty and diverse attractions, including 10 national parks, 12 wildlife reserves, over 1,020 bird species, mountain gorillas, the Nile River, and rich cultural heritage. While gorilla trekking is well-known, there’s significant untapped potential in cultural, adventure, religious, and eco-tourism.
• Government Commitment: The government has reiterated its commitment to the tourism sector, allocating significant funds for infrastructure development and recognizing tourism as a key economic driver.
• Growing Domestic Tourism: Domestic tourism is seen as a solid base for the industry, providing resilience in times of crisis. Initiatives like the “Tell Your Story – Explore Uganda” campaign encourage Ugandans to explore their own country.
• MICE Tourism Potential: The Pearl of Africa Tourism Expo (POATE) 2025 will focus on Meetings, Incentives, Conferences, and Exhibitions (MICE) tourism, recognizing its potential to attract high-value clients and elevate Uganda’s global profile.
• Regional Cooperation: The East African Community (EAC) is actively promoting the region as a single tourist destination with initiatives like the “Visit East Africa – Feel the Vibe” brand, which can benefit Uganda by drawing more visitors to the wider region.

Major Challenges and Areas for Immediate Focus:

• Inadequate Investment and Funding Gap: Despite tourism’s significant contribution to Uganda’s GDP, the government’s investment in the sector is considerably lower compared to regional competitors like Kenya, Tanzania, and Rwanda. Kagwa will need to advocate for increased budget allocation for international marketing, product development, and infrastructure.
• Limited International Visibility and Inconsistent Marketing: Uganda is not as well-known as other African destinations, and its tourism potential is often under-marketed. The country’s online presence and digital marketing are underdeveloped, hindering global reach. Kagwa’s expertise in brand strategy and digital transformation will be crucial here.
• Infrastructure Deficiencies: Poor road networks, inadequate transportation systems, and limited accommodation options in remote areas pose significant challenges for tourists. While some government funding is directed towards infrastructure, continuous efforts are needed to improve accessibility to key tourism sites.
• Reputation Management and Crisis Communication: Past political tensions, security concerns, and public health issues (like previous Ebola outbreaks) have created unfavorable perceptions that can linger. Kagwa needs to be ready to establish a dedicated crisis communication unit to respond rapidly to negative events and consistently promote positive narratives about Uganda’s safety and stability.
• High Costs of Travel: Uganda is perceived as a relatively expensive destination, especially for top attractions like gorilla trekking. Kagwa will need to explore strategies to offer more competitive pricing and diverse packages.
• Professionalization of the Private Sector: There’s a need for continuous training and professional development for tour guides, operators, and service providers in areas like customer service, digital marketing, financial literacy, and sustainable tourism practices. Ensuring adherence to quality standards and addressing issues like unregulated tourism activities and lack of professional training for guides are important.
• Environmental Degradation and Poaching: While Uganda’s biodiversity is a key attraction, environmental degradation and poaching pose threats. Kagwa will need to ensure strong conservation efforts and promote responsible tourism practices.
• Policy and Regulatory Framework: While the Uganda Tourism Act 2008 provides a framework, there’s an ongoing need to review and harmonize licensing and taxation frameworks to relieve the burden on the tourism sector and ensure revenues are reinvested in industry development.
• Post-COVID-19 Recovery: The industry is still recovering from the economic challenges of the COVID-19 pandemic, which significantly impacted tourist arrivals and revenues. Kagwa’s leadership comes at a time when recovery and expansion are critical.

Juliana Kagwa’s success will largely depend on her ability to leverage her private sector experience in brand building and strategic marketing to address these long-standing challenges, secure adequate funding, and foster strong public-private partnerships to position Uganda as a leading, sustainable, and inclusive tourism destination.