Peter, tell us a bit more about yourself, your route into the industry and your career, and what wisdom you'll be sharing at the conference.

I joined Tui more than 30 years ago as a destination rep, and my career has taken me from Sweden to Portugal, Israel, Kenya, India, Greece, the USA and now Spain, where Tui Musement is headquartered.

I have worked across frontline service, operations, product, purchasing, digital and HR, before becoming Chief Executive of Tui Musement, Tui Group's tours and activities business.

My focus is now on growing Tui Musement by scaling our three core products: experiences (excursions, activities and attraction tickets), transfers and multi-day tours, as well as strengthening in-destination service for all Tui Group customers.

At the ITT conference, I will share why I believe tours and activities is one of the biggest opportunities in travel.

How important is Musement and the tours and activities segment to Tui? What role will the brand play in Tui's transformation, and how big is Tui's ambition for the brand in a competitive marketplace?

Tui Musement is a key growth driver for Tui Group, but also an important partner for the wider travel trade. For Tui Group, Tui Musement reinforces growth into new areas and with new customers by providing access to memorable products available year-round, for beach, city break and domestic travel, creating new engagement and revenue opportunities.

For trade partners, the combination of a curated product portfolio, global omni-channel distribution and proven integration technology means partners can quickly enter and scale in the tours and activities market, with access to high-quality products that help them personalise trips, add value for customers and grow their business.

Tui Musement has a very clear ambition, fully supported by Tui Group, which is to be the most loved tours and activities business by customers, partners, shareholders and colleagues. This means top quality products and service, strong sales, profitable growth and being a great place to work, and we are delivering in all these areas.

How important is it for agents and the wider travel trade to capitalise on the emergence of experiential travel? And how can agents grow their business with Tui through Musement?

Experiential travel is not having a moment; it is finally where it deserves to be – front and centre in the mind of travellers and industry stakeholders.

We are growing the Tui Musement offering with a strong focus on creating unique and differentiated Tui Musement branded products, and curating a selection of trusted partner products, both of which make up our global product portfolio.

For travel agents, and any business in the travel industry, Tui Musement provides products that can help personalise a trip, increase customer engagement and loyalty, and drive business growth.

For those that want to work with Tui Musement, it is simply reaching out to our team and finding the best tech integration solution.

The travel industry is facing another tough time owing to the conflict in the Middle East, which is disrupting tourism flows. How can Tui Musement play a role in helping destinations that have been affected or seen visitation decline?

It’s very sad to see all the different conflicts around the world. We operate in a fast-changing environment, and our priority is always the safety and wellbeing of our customers and colleagues.

We focus on what we can control and have adapted our offering to the demands of our customers and will, as always, deliver top quality holidays with great tours and activities products.

When the recovery begins, Tui Musement can play a positive role by quickly making high-quality, bookable products available in multiple channels to a wide audience, working closely with local partners to support local communities, while maintaining the quality, safety and service standards customers expect from Tui.

What trends do you foresee that could shape how we go about selling travel over the coming months – do you have any predictions?

AI, differentiation and trust. AI is already changing how people discover and book travel, and that pace will only increase. The businesses that succeed will be the ones that adapt and use it to improve the customer experience.

Differentiation will matter more than ever, and companies with services and products that cannot be easily replicated will always find an audience. Differentiated product is a core focus for Tui Musement.

And finally, trust will remain essential as people will always want quality and reassurance when buying travel products, especially when change is moving so fast, and this is where trusted brands and travel agents will have a key role to play.

What would be your message to anyone working in travel at this time? Particularly third-party travel sellers, like agents?

The travel industry is changing, but it always has been and travel agents will play a crucial role. For customers, travel agents provide guidance, direction and confidence in a time of unlimited choice, both in the products available and where and how they are purchased.

For businesses, such as Tui Musement, travel agents are vital partners not only to connect us with customers and champion tours and activities, but also to add more value for customers through providing awareness and access to the right experiences.

Those who embrace experiences as a core part of the end‑to‑end journey, not an add on, will be best placed to grow in the years ahead.