Adam Armstrong has been appointed Scenic Group’s chief commercial officer, effective November 1, 2026.

Based in Zug, Switzerland, Armstrong will lead the global commercial organization for the Group’s brands, Scenic, Emerald Cruises & Tours and Mayflower, across its global markets.

“Adam brings a strong track record of leading international businesses, building high-performing teams and delivering growth,” said Glen Moroney, chairman and founder of Scenic Group.

“His experience across both cruising and touring, together with his global commercial expertise, will be a great asset as we continue to expand our portfolio of luxury ocean, river and touring brands.”

Armstrong brings more than 20 years of senior international experience across the travel and cruise industries, having most recently served as Global CEO of Contiki Holidays.

Before that, he was managing director of Royal Caribbean Group in Australia & New Zealand, followed by managing director of Silversea Cruises in the Asia-Pacific region, where he built extensive experience in commercial strategy, sales, marketing, revenue growth and brand development.

“I am delighted to be joining Scenic Group and to be returning to the cruise industry,” said Armstrong. “Scenic Group has an incredibly exciting platform for growth, with outstanding products and a range of new ships and destinations launching in the coming years. I very much look forward to working with Glen and bringing together the global commercial team to deliver the Group’s next chapter.”

The appointment follows the recent additions of Sture Myrmell as chief operating officer and Riko van Santen as chief information officer.