Scenic Group Appoints New COO

Scenic Group has appointed Sture Myrmell as chief operating officer.

Based in Scenic Group’s Zug, Switzerland office, Sture will lead global operations across the Scenic and Emerald Cruises’ portfolio of luxury river and ocean cruising, as well as land journey products.

He brings extensive international cruise and travel leadership experience, having held senior positions with Cunard, Seabourn, Princess Cruises, and P&O Cruises Australia. He later served as president of Carnival Australia, and Carnival UK, as chief operating officer at Journey Beyond, and recently as president of Aroya Cruises.

“Sture is one of the most experienced and highly respected leaders in the global cruise industry,” said Glen Moroney, Scenic Group founder and chairman. “His depth of operational expertise, commercial acumen, and proven ability to lead international teams will be invaluable as Scenic Group continues to expand its luxury yacht and river cruise portfolio.”

“Scenic Group has built an exceptional reputation for innovation, quality and delivering truly memorable travel experiences,” Myrmell said. “I am delighted to be joining the business at such an exciting time and look forward to working with our global teams to build on this strong foundation. There is a significant opportunity to further strengthen operational excellence while continuing to deliver the elevated guest experiences that define Scenic Group’s brands.”

Myrmell’s appointment follows the recent arrival of Riko van Santen as chief information officer.

“His [Myrmell’s] appointment, alongside the recent addition of Riko van Santen as our new chief information officer, significantly strengthens our executive leadership team,” Moroney added. “Together, these appointments reflect our continued investment in the people, capability, and innovation required to support the next stage of Scenic Group’s global growth.”

Scenic Group’s strengthened leadership team comes as the company advances one of the most significant capacity expansion programs in its 40-year history across its Scenic Luxury Cruises & Tours and Emerald Cruises & Tours brands. This expansion includes the recently launched Emerald Kaia luxury yacht and Emerald Astra Star-Ship, operating on the Rhine, Main, and Danube rivers.

In 2027, Scenic Group will launch Emerald Lumi on the Seine River, Scenic Aura on India’s Hooghly River and the new luxury yacht Emerald Raiya. The expansion will continue in 2028 with new Scenic ships on the Mekong River, followed by Emerald Xara, the first Emerald Cruises ocean vessel to sail in the Asia-Pacific region, culminating in the inaugural season of Scenic Ikon in the Mediterranean and Antarctica.