Person 1 is Harnan. Person 2 is probably Selucia. Person 3 might be Gorderan.
The rest would be members of Mat's band, or possibly Luca's traveling show.
There's no scene in the book which exactly matches this cover. It seems to be loosely inspired by Mat's travels up the road from Ebou Dar to Lugard, and more specifically inspired by a scene where Mat, Harnan, and Gorderan pursue a certain person who has fled Luca's show.
However, neither Tuon nor Thom accompany Mat on that chase, staying with Luca's show. Juilin also stays with the show, and does not appear to be on the cover anywhere.
Person 1 is Harnan. When he and Mat begin the chase, he is described as carrying a double curve horesebow, with a quiver near his hip on his horse. At the end of the chase, he fires his bow from horseback.
The Wheel of Time wiki entry describes Harnan like so
He is solidly built with a lantern-jaw and a tattoo of a hawk on his left cheek.
Which matches the image closely enough. I can't really tell if there's a tattoo on his cheek in the picture or not.
I agree with er-han's answer that this is probably Selucia.
Selucia is Tuon's maid, so it makes sense for her to be depicted right next to her. She is also said to have golden hair and creamy skin.
The only reason I'm not sure it's Selucia is that the wiki describes her as having the left side of her scalp shaved. In the next book, she often wears a hood over her hair. I think she shaved the rest of her head, but unlike Egeanin does not wear a wig. In the picture, her hair seems a little long for growth since leaving Ebou Dar, but I'll just assume that that's what that is.
This could be any number of people, as we can't see him that well, and his appearance isn't that distinctive.
However, since this scene seems closest to the chase scene, I think it's probably the other guy that went on the chase with Mat and Harnan, which is Gorderan.
The wiki describes him
He is a thick shouldered, heavily muscled man. He has gray eyes.
Certainly nothing there to disqualify him.
His proximity to Thom means it could instead be Juilin. But, we don't see Juilin's distinctive fez hat or his bamboo pole. He's also usually described as having darker skin, but from the variety of depictions I've seen when looking for images of him, it may not be clear just how dark.