Journey Beyond has announced the appointment of 30-year industry veteran Sture Myrmell as Chief Operating Officer.
Sture moved to Sydney in 2007, having held various roles across the Cunard, Seabourn and Princess brands in Miami and Los Angeles, to join P&O Australia, eventually becoming president and then expanding that role to be president of the group company, Carnival Australia, in 2017.
Relocating to the UK in 2021, in his most recent role as president, Carnival UK, Myrmell had full strategic, commercial and operational accountability over its P&O Cruises and Cunard Line brands.
Myrmell will return to Australia this August, joining the Journey Beyond team in Adelaide. Reporting to CEO, Chris Tallent, Sture will take on the overall leadership of all of Journey Beyond’s operational businesses, as well as the marketing, sales and safety functions for the group.
“Joining Journey Beyond is an exciting opportunity to contribute to an organisation renowned for its exceptional guest experiences and innovative approach to tourism. I am eager to work with the team here to further enhance our offerings and drive strategic growth. Together, we will continue to elevate Journey Beyond’s position as the premier experiential tourism brand in Australia,” Myrmell said of his appointment.
The move is set to shake up several hot tourism offerings as Journey Beyond operates 16 brands across Australia. Headquartered in Adelaide, Journey Beyond was founded in 2016 and now includes iconic trains The Ghan, Indian Pacific, Great Southern, The Overland and Vintage Rail Journeys. Add to that premium small-group outback operator Outback Spirit, Alice Springs’ historic Telegraph Station and barefoot luxury at Sal Salis Ningaloo Reef. Aquatic adventures include Cruise Whitsundays, Rottnest Express, Horizontal Falls Seaplane Adventures, Paspaley Pearl Farm Tour, Darwin Harbour Cruises and Journey Beyond Cruise Sydney and Melbourne Skydeck and Eureka 89.
Tallent expressed confidence in Myrmell’s appointment.
“Sture’s experience and expertise will further support the delivery of Journey Beyond’s strategic growth plans and continue to build an even greater focus around our product development and guest experience. With Sture on board, we are well-positioned to strengthen our status as Australia’s leading and largest experiential tourism brand and company.”
