1. As a statement:
* However, you could say that TUI is innovative. (This emphasizes the contrast.)
2. As a question:
* However, you could say that TUI is innovative? (This poses a question about the statement.)
3. As an exclamation:
* However, you could say that TUI is innovative! (This expresses surprise or agreement.)
4. As part of a larger sentence:
* While some might disagree, however, you could say that TUI is innovative. (This adds a qualifying statement.)
Choose the punctuation that best fits the context and your intended meaning.