Lilly Ajarova is a distinguished tourism and wildlife conservation expert, celebrated for her transformative leadership in Uganda's tourism sector. As the Chief Executive Officer of the Uganda Tourism Board, she spearheaded the strategic repositioning of Uganda's tourism brand, winning multiple international awards, and the "Explore Uganda: The Pearl of Africa" campaign award. Under her leadership, Uganda has risen to prominence as one of Africa’s leading sustainable tourism destinations.
With a rich career spanning over two decades, Ajarova previously served as the Executive Director of the Chimpanzee Sanctuary and Wildlife Conservation Trust, where she led ground-breaking conservation initiatives.
Her dedication earned her numerous accolades, such as the Golden & Diamond Jubilee Medals and various Africa Tourism Leadership Awards.
A passionate advocate for sustainable development, Ajarova holds an honorary Doctorate of Tourism and Hospitality Management (Honoris Causa) from Commonwealth University London, UK, a master’s degree in business administration from Eastern & Southern Africa Management Institute (ESAMI), Tanzania and a post graduate diploma in International Tourism Management from International Institute of Tourism, Krems, Austria. She has contributed significantly to academia, authoring key publications on conservation and tourism economics.
Her remarkable journey has reshaped Uganda's tourism landscape and inspired global conservation efforts, making her a revered figure in wildlife preservation and ecotourism.
Lilly Ajarova is an author of the book “Echoes from the Mountain of the Moon”. A memoir of adventure, endurance and introspection, Echoes from Mountains of the Moon invites readers to one of the world’s hidden wonders. It is a story for anyone seeking inspiration from nature’s enduring beauty and timeless lessons.