The veteran cruise industry professional will assume leadership of the Saudi brand to boost its growth and business strategy.
Aroya Cruises has appointed Sture Myrmell as its new president, effective April 1. With over three decades of experience in the global cruise and tourism industry, Myrmell will lead the company's expansion from its base in Jeddah, reinforcing its position as the first cruise line inspired by Arab culture and hospitality.
Sture Myrmell will assume the presidency of Aroya Cruises on April 1, reporting directly to Lars Clasen, CEO of Cruise Saudi. Based in Jeddah, he will be responsible for defining the company's strategic direction and driving its growth at a pivotal time for the development of the cruise industry in Saudi Arabia. His key responsibilities include overseeing commercial operations and the passenger experience, as well as the ongoing development of Aroya Cruises' value proposition, defined by its distinctive "Remarkably Arabian" identity, which aims to reflect the region's culture and hospitality.
“Sture brings extraordinary global experience in the cruise industry and a strong track record of leadership with some of the most recognized brands in the industry,” said Lars Clasen. “His expertise in operations, business strategy, and market development will be key to further expanding Aroya Cruises’ offerings and consolidating Saudi Arabia’s position in the international cruise sector.”.
Myrmell has extensive experience in senior management positions at companies including Cunard, Seabourn, Princess Cruises, and P&O Cruises Australia. He subsequently served as president of Carnival Australia and Carnival UK. Most recently, he held the position of chief operating officer (COO) at Journey Beyond, one of Australia's leading experiential tourism companies.
Throughout his career, he has led initiatives in areas such as commercial strategy, operations, destination development and customer experience, playing a relevant role in the expansion of operations and in the opening of new source markets within the global cruise industry.
The appointment comes at a time when Aroya Cruises continues to develop new itineraries and onboard experiences tailored to the preferences of the Arab market.
For his part, Myrmell highlighted that this new challenge represents “an exciting opportunity to contribute to positioning Aroya Cruises as a world-class cruise experience, inspired by the culture and hospitality of the region, while boosting the development of the sector in Saudi Arabia and throughout the region.”.
He also added that he looks forward to "working alongside the team to continue improving the passenger experience and supporting the brand's sustained growth.".
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