Ant Middleton Advantage Conference 2019 keynote speaker

Ant Middleton announced as keynote speaker for Advantage 2019 Conference

Advantage Travel Partnership has announced Ant Middleton, chief instructor for Channel 4’s SAS: Who Dares Wins, as the keynote speaker for the 2019 Conference. 

To be held between May 17-20 in the Andalusian province of Sancti Petri, Cadiz, the conference will reflect on the evolution of the travel industry over the last 40 years, while celebrating the travel agent consortium marking its own 40th anniversary.

Best known for his role in SAS: Who Dares Wins, Ant Middleton is a former soldier and adventurer who now applies lessons from some of the toughest, most resilient, adaptable teams and leaders in the military to the business world. In addition to his experience serving with the Special Boat Service (SBS), the sister unit of the SAS, Middleton has conquered the world’s highest peak for the series Extreme Everest, advised governments across the world on personal security, and written a bestselling book, First Man In: Leading from the Front.

Julia Lo Bue-Said, CEO of the travel agent consortium, said: “We are delighted to welcome Ant Middleton as the keynote speaker at the 2019 Advantage Conference in Spain. Our conference aims to inspire and educate attendees and we believe Ant is the perfect person to do just that. His book, with its focus on leadership and confronting challenges, has become a business bestseller and we’re confident his experiences and insight will give our members a fascinating, fresh perspective on how to achieve success.”

The ‘Vivolution’ theme for the Advantage Conference 2019 will see attendees discuss, reflect and look forward to how members and business partners can contribute in shaping the future of travel. With educational and networking sessions across the leisure and business travel industries, and expert speakers and presentations, the three-day conference will provide plenty of insight and inspiration to attending members.

Conference sessions will be held at the four-star Valentin Santi Petri Hotel and Convention Centre, located in the Cadiz region. 

For more information about the conference, please visit

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