Scenic Group has announced the appointment of Ana Sofia Ayala as Managing Director, Asia Pacific.

Ayala brings more than 20 years of international travel industry experience, with a career spanning cruise, tourism and commercial leadership, the group said in a LinkedIn post.

She joins following seven years as chief revenue and marketing officer at Voyages Tourism Australia, having previously served as global director of eCommerce at Royal Caribbean.

Adam Armstrong, Scenic Group’s chief commercial officer, said: “Ayala brings a powerful combination of international cruise experience, commercial leadership and a clear understanding of what matters to guests and travel partners.”

“As we enter our next phase of growth, her ability to connect brand, distribution, digital and customer experience will be invaluable,” added Armstrong.

The group added that as it celebrates “40 Years of Innovation,” the appointment marks a significant moment in its continued growth across luxury river cruising, yacht cruising and touring.

“Scenic Group is an Australian success story, with extraordinary ships, journeys and people, and I’m thrilled to be joining in its 40th year,” Ayala said. “With new ships and destinations on the way, this is a pivotal moment for Scenic in Asia Pacific.”

In the post, the group stated that it looks forward to the fresh perspective she will bring when she joins in mid-January.