Sture Myrmell has left his position as president of AROYA Cruises, a position he assumed last April, to join Scenic Group as the group's new Chief Operating Officer (COO).
Myrmell joined AROYA Cruises, the cruise line of Cruise Saudi, effective April 1, 2026, with responsibility for commercial operations and the passenger experience. Her arrival coincided with the company's expansion and the development of its cruise offerings from Saudi Arabia.
In her new role at Scenic Group, based in Zug, Switzerland, Myrmell will be in charge of global operations for the Scenic and Emerald Cruises brands, encompassing both their luxury river and ocean cruises and their land travel products.
The executive has over three decades of experience in the international cruise and tourism industry. Throughout his career, he has held management positions at companies such as Cunard, Seabourn, Princess Cruises, and P&O Cruises Australia, in addition to serving as president of Carnival Australia and Carnival UK, and most recently, Chief Operating Officer of Journey Beyond.
His joining Scenic Group comes at a time of expansion for the company, which has highlighted his experience in operations, business strategy, passenger experience and market development as elements that will contribute to strengthening its management team.
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