Miranda Simms, TUI UK

Noticing a gap in travel company TUI UK’s values and employees' experiences, Miranda Simms launched a neurodiversity awareness initiative to bring the company’s ‘Come As You Are’ EDI approach to life, which, the PMAs judges said, “has enabled employees and their families to go on holiday while feeling supported in relation to neurodiversity”.

Focus group data, individual stories and listening survey results had pointed to a lack of understanding, open dialogue and meaningful support for neurodivergent employees and those caring for neurodiverse family members and, despite having inclusive values and policies in place, Simms recognised a discrepancy between intention and impact.  

There was limited representation of neurodivergent voices and a stigma that made employees hesitant to speak up or seek adjustments, and the internal feedback highlighted the need for action that moved beyond policy to culture change. Strategically, it was clear it wasn’t just an EDI issue but a business imperative. If colleagues couldn’t bring their full selves to work, TUI risked disengagement, poor retention and missed talent opportunities. 

Simms therefore developed a new programme centred around a three-pronged approach: storytelling, structure and sustainability. She first created and delivered a six-part podcast series, involving colleagues from across TUI’s different business areas. Each episode focused on a different neurodiversity theme and was promoted through internal comms, email newsletters and EDI channels. “The response was overwhelming – positive feedback poured in and a sense of community began to emerge,” Simms said. 

She also partnered with external EDI educators to deliver awareness sessions across the organisation, and collaborated with neurodiversity experts to tailor sessions for line managers. These sessions provide practical tools, checklists and confidence to support our neurodivergent colleagues. The first manager training launched in May 2025, with subsequent sessions scheduled for recruitment teams.

TUI’s Neurodiversity Employee Network has also launched, with one standout initiative being the development of neuroinclusive holiday experiences. “The project stood out because of its wider reach, not only within the organisation but also to the general public,” the PMAs judges said, adding that Simms “also ensured that employees received training and created a sense of belonging through authentic storytelling”.