Lilly Ajarova

Ms. Lilly Ajarova is a tourism expert and conservationist currently serving as the CEO of Uganda Tourism Board. As CEO, she provides strategic direction to UTB overseeing implementation of programs, working closely with government agencies, private sector stakeholders, and international partners to drive tourism growth. She is a firm advocate for sustainable tourism practices. With a wealth of experience in tourism management and destination marketing, Lilly has garnered recognition both nationally and internationally for her leadership in advancing Uganda’s tourism sector.  She is a recipient of the prestigious National Golden Jubilee Award, Tourism Excellence Award, Wildlife Conservation Award, Top Africa100 Women in Travel, Africa’s most influential women in business and government among other accolades. Prior to her appointment as CEO of UTB, Lilly held senior leadership positions within the tourism sector, where she demonstrated exceptional strategic foresight and managerial acumen. She is a proud, mother, mentor, educator and Rotarian.