Organizers of Akwaaba African Travel Market are pleased to announce Senior Presidential Advisor for Tourism, Uganda, Lilly Ajarova as its keynote speaker at the 21st Akwaaba African Travel Market, set to take place from September 14 to 16, 2025, in Lagos, Nigeria.
The Africa Travel 100 Women winner will be speaking on the topic: Domestic Tourism in Africa. She will also be joined by experts from Nigeria, Kenya, Ghana, The Gambia and Tanzania as they share experiences on Domestic Tourism in Africa.
In February 2025, Lilly Ajarova was appointed as the Senior Presidential Advisor on Tourism by President Yoweri Kaguta Museveni, after serving as the Chief Executive Officer of the Uganda Tourism Board (UTB).
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During her tenure at UTB, Ms. Ajarova oversaw the development launch and roll out of the Explore Uganda destination brand, improved quality assurance service delivery in tourism establishments across the country, enhanced tourism product development including MICE tourism promotion, created partnerships with stakeholders and development partners. Under her leadership, UTB was also recognized and given an Excellence Service Award, as the 3rd best performing government agency in 2022.
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She has also served as a member on the Advisory Committee of Pan Africa Sanctuary Alliance (PASA) and developed the policies, standard operating procedures and best practices for the 22 sanctuary and wildlife centre in 13 African member countries of PASA. At the Uganda Wildlife Authority (UWA), she served as the Tourism product Development and marketing Manager.
There she spearheaded the development of tourism products in the national parks of Uganda. She is a recipient of the prestigious National Golden Jubilee Award, Tourism Excellence Award, Wildlife Conservation Award and Top 100 Women in Tourism Africa.
Now in its 21st year, Akwaaba African Travel Market is the leading international travel and tourism fair in West Africa, bringing together professionals from airlines, tourism boards, travel agencies, hotels, and other tourism service providers. Recognized by the United Nations World Tourism Organization (UNWTO), Akwaaba serves as a hub for collaboration, learning, and market access in the African travel industry.
