The Art of Selling and Marketing Amidst Negativity: Lessons from Tourism
Frank Semata 
Tourism, by its very nature, is a fragile dream.
It is built on hope, imagination, and trust — but easily shaken by storms of negativity: health crises,fears of political unrest and economic shocks.
In such times, the true art of selling and marketing is not just about products or destinations — it’s about narrative resilience. It’s about reminding the world of the beauty that remains, even in uncertainty. It is about leading with honesty, highlighting safety, community spirit, and the irreplaceable experiences that destinations offer.
In Uganda— where towering mountains touch the clouds, where culture and conservation intertwine — tourism has stood its ground through waves of uncertainty.
It was never by ignoring the challenges, but by pivoting the story: from fear to preparedness, from risk to resilience, from despair to hope.
Marketers, promoters, tour operators and tourism ambassadors must remember:
When negativity rises, so must our creativity.
When doubt spreads, so must our stories of strength.
When fear silences, so must we sing louder the truth of our beauty and peace.
Tourism doesn’t survive on luck — it survives on the art of inspiring confidence, even when the world hesitates.
It thrives on building trust before travel, and healing hearts before journeys.
And in this critical time ahead, in Uganda with general elections on the horizon, let us market with empathy, sell with integrity, and promote with unshakable optimism — because a single story told with passion can reopen borders, rebuild livelihoods, and revive dreams.
The writer is the Executive Director Africa Tourism & Environment Initiatives-ATEI
bismacamumpaire@gmail.com
