Chris Torres is a Scotland-based marketing strategist specializing in the global tours and activities sector. As the founder of the Tourism Marketing Agency and creator of the Lookers Into Bookers series, he provides tactical education for travel businesses looking to enhance their direct sales funnel. Torres focuses on practical applications of technology, evidenced by his recent launch of the TMA Product Research Chrome Plugin and His development of the Customer Journey Toolkit, a physical card deck designed for collaborative brand strategy. He frequently delivers keynote addresses at major industry tradeshows including Arival Berlin and WTM London, where he shares insights on the intersection of artificial intelligence and destination marketing. His work with reservation technology partners like Bókun and FareHarbor centers on technical website optimization and his Living Brand philosophy. This proof-led approach helps operators navigate the complexities of digital transformation while reducing dependence on third-party distribution platforms.