Peter operates his own inbound adventure activity business in Scotland and also an outbound global expedition business. He has also owned and operated inbound activity businesses in Spain and Morocco. He has travelled and operated in over 120 countries and his businesses have helped introduce over two hundred thousand customers to adventure. He is a regular speaker at travel events around the world on the impact of the digital era on small tourism businesses and what they can do to thrive with so much change happening. He is also a regular speaker at University MBA and executive leadership courses on Digital Transformation. His current passion is being a strategic advisor to several scalable digital startups in the tours and activities sector.

Peter will be delivering a talk at IWINETC 2023 as follows:

How Artificial Intelligence Will Transform Wine & Culinary Tourism

Artificial intelligence is not new. It has been around since the 1950s. However, 2023 is the year that impacts everyone in travel and tourism.  We will discuss and demonstrate how to make your content production 10-100 times more productive and also how this can help increase traffic and engagement in lesser know wine tourism regions. Also we cover how to produce content at a 1000% faster rate including unique writing and photography all produced by AI and demo it live.