Journey Beyond COO Sture Myrmell will depart the business to head up Saudi Arabia’s Aroya Cruises as president in the face of recent operational challenges.
Myrmell, a former Carnival UK (P&O Cruises & Cunard) president will assume the role on 1 April. Based in Jeddah, he will report to Lars Clasen, CEO of Cruise Saudi. He will oversee the cruise line’s commercial operations and guest experience, while leading its strategic direction and growth.
The appointment brings more than three decades of global cruise and tourism experience to the fast-growing Arabian brand, which positions itself as the region’s first homegrown cruise line built around a ‘Remarkably Arabian’ identity.
“Sture brings exceptional global cruise experience and a strong track record of leadership across some of the industry’s most recognised brands,” Clasen said.
“His expertise in operations, commercial strategy and market development will play an important role as we continue expanding Aroya Cruises’ offering and strengthening Saudi Arabia’s position within the global cruise sector.
“I look forward to working with Sture as we continue to grow Aroya Cruises and strengthen its position as the first Arabian cruise line.”
Myrmell’s resume spans senior roles across major cruise brands including Cunard, Seabourn, Princess Cruises and P&O Cruises Australia, along with leadership positions as president of Carnival Australia and Carnival UK.
His experience covers commercial strategy, operations, destination development and guest experience, with a long track record of expanding cruise operations and developing new source markets globally.
“Joining AROYA Cruises is an exciting opportunity to contribute to establishing [the business] as a world-class cruise experience shaped by the culture and hospitality of the region, while supporting the continued development of the cruise sector in Saudi Arabia and the wider region,” Myrmell said.
“I look forward to working with the team to further enhance the guest experience and support the brand’s continued growth.”
The leadership announcement comes as Aroya continues to develop new itineraries and onboard experiences tailored to Arabian preferences, centred around its 150,695GT ‘floating resort’, designed to carry more than 3,300 passengers and host large-scale events and conferences.
Aroya Gulf sailings cancelled
However, the appointment also lands at a challenging time for the cruise line. Earlier this month, Aroya confirmed it would not proceed with its remaining Arabian Gulf sailings for the current season due to “ongoing regional operational considerations”, in coordination with maritime and national authorities.
“All guests on board were safely disembarked in Dubai on 7 March,” the company said, adding that affected passengers had been contacted and supported with onward travel arrangements.
Clasen praised the response, saying he was “incredibly proud of the professionalism and care shown by our onboard and shoreside teams… and thank our guests for their patience and understanding”.
Despite the disruption, Myrmell’s appointment signals Aroya’s longer-term ambitions to establish itself as a globally competitive cruise brand and a key pillar in Saudi Arabia’s broader tourism growth strategy.
