The tale of Lilly Ajarova, the outgoing Chief Executive Officer of the Uganda Tourism Board (UTB), is not just a story of a leader stepping down—it’s a saga that intertwines professional triumph, controversy, and the intricate web of power struggles that often plague public institutions. As she prepares to transition to her new role as Senior Presidential Advisor on Tourism, the debate intensifies: Is Lilly Ajarova a victim of a witch-hunt, or is she merely caught in the crossfire of political chess?
A Legacy of Achievement
Lilly Ajarova’s tenure at UTB, beginning in 2019, has been nothing short of transformative. She was at the helm when Uganda’s tourism sector needed a bold vision and a steady hand. The launch of the “Explore Uganda: The Pearl of Africa” brand under her leadership was a masterstroke, elevating Uganda’s profile on the global stage. The country’s ascent from 13th to 7th in Africa’s MICE (Meetings, Incentives, Conferences, and Exhibitions) rankings was a significant milestone. International accolades, including recognition by Bradt Guides as the fourth-best tourism destination globally and UTB’s Excellence Service Award in 2022, are testaments to her impact.
Challenges and Controversies
Yet, not all has been smooth sailing. Ajarova faced criticism for what some described as a lack of a consistent national tourism campaign and an inability to fully leverage Uganda’s natural assets. Industry insiders whispered about an “invisible hand” working against her, with factions within the Ministry of Tourism allegedly obstructing her initiatives. These murmurs grew louder as her term neared its end, casting a shadow over her otherwise stellar record.
The controversy reached a climax with the dismissal of Claire Mugabi Nassali, UTB’s marketing manager, in May 2024. Ajarova’s decision to dismiss Nassali via WhatsApp, citing alleged forgery of academic documents, backfired spectacularly. The High Court in Kampala ruled the dismissal unlawful, procedurally flawed, and made without Board approval or a fair hearing. The court ordered Nassali’s reinstatement and awarded her damages, publicly chastising the manner of her dismissal as irrational and humiliating. This episode became a focal point for critics, who used it to question Ajarova’s management style and adherence to due process.
Witch-Hunt or Political Chess?
The timing and intensity of the criticism directed at Ajarova have led many to wonder if she is the victim of a witch-hunt. The term “witch-hunt” evokes images of a targeted campaign of persecution, often driven by personal or political vendettas rather than genuine concerns about performance. In Ajarova’s case, the perception of an “invisible hand” working against her, combined with the public airing of grievances by influential private sector figures like Amos Wekesa, suggests that her removal may be as much about power struggles as about her actual performance.
Wekesa, a prominent tourism entrepreneur, has been vocal in his criticism of UTB’s leadership, even as he denies interest in the CEO position. However, insider sources suggest he may be positioning himself for the role, and his commentary appears to be part of a broader strategy to build support for his potential candidacy. This dynamic raises questions about whether Ajarova’s challenges are rooted in professional shortcomings or in the cutthroat politics that often define public sector leadership.
A New Chapter: Presidential Endorsement
Despite the turbulence, Ajarova’s new appointment as Senior Presidential Advisor on Tourism is a clear endorsement of her expertise and leadership by the highest office in the land. This role not only provides her with a platform to continue shaping Uganda’s tourism policy but also signals that, despite internal opposition, she retains significant institutional support. The government’s decision to elevate her rather than sideline her suggests that her contributions are valued, even if they have not been universally celebrated.
The Bigger Picture: Leadership in a Political Arena
The debate over whether Ajarova is a victim of a witch-hunt is emblematic of the broader challenges faced by leaders in politically charged environments. The tourism sector in Uganda is highly competitive, with multiple stakeholders vying for influence and control. In such an arena, it is not uncommon for successful leaders to become targets of concerted efforts to discredit them.
Ajarova’s story is also a reminder of the unique challenges faced by women in leadership. The scrutiny, criticism, and political maneuvering she has endured highlight the double standards and additional hurdles that women often face in public roles.
Conclusion: A Legacy of Resilience
Ultimately, Lilly Ajarova’s odyssey at UTB is a story of triumph and torment, of innovation and adversity. Whether she is a victim of a witch-hunt or merely a player in a larger game of political chess, her legacy is one of resilience and vision. As she embarks on her new advisory role, the sector will be watching closely to see how her leadership continues to shape Uganda’s tourism future. In the end, her story is not just about one leader’s journey—it’s about the complexities of governance, the price of progress, and the enduring spirit of those who dare to lead.