Peter Ulwahn

Chief Executive Officer, TUI Musement

2023 Phocuswright Europe speaker

Peter Ulwahn Chief Executive Officer, TUI Musement
As CEO of TUI Musement and member of the Group Executive Committee, Peter Ulwahn is responsible for the Tours & Activities division of TUI.

TUI Musement is a key strategic growth area, and a 100% subsidiary, of TUI Group. It is a leading Tours & Activities provider that combines a scalable digital platform with local service delivery. Its experiences, transfers and tours are distributed through the Musement and TUI websites and apps, and B2B partners, including the world's leading online travel agencies (OTAs), tour operators, cruise lines and travel companies.

Peter Ulwahn has been part of TUI Musement's Executive Leadership Team since 2015 and has played a key role in shaping the company's transformation into a leading digital platform for Tours and Activities. In his role as CEO, which he took on in May 2022, his priority is to create a mature digital culture that is consumer-centric, and to ensure that TUI Musement continues to be at the forefront of the Tours & Activities market.

He has been with the TUI Group since 1994 when he started his early career as a Tour Guide. Peter Ulwahn has progressed to gain a wealth of management experience in a wide range of areas – from product management and customer service to digitalization and human resources.

Originally from Sweden, Peter Ulwahn has worked in both European and international destinations at TUI and also knows the tour operator and airline business well from his time on the Management Board of TUI Nordic. He has lived and worked in the United States, Portugal, Sweden, Thailand and Spain. He holds an EMBA IMD, Master of Business Administration at IMD Business School.


Tuesday, June 13, 2023
4:50 PM – 5:15 PM CET

Executive Panel: Much to Do

Tours and activities came of age during the pandemic as travelers' desire for new adventures and experiences sparked a rapid move to digitalization. Some of the largest players share their views on keeping the momentum going.

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