Scenic Group names Ana Sofia Ayala Managing Director, Asia Pacific
Ana Sofia Ayala will lead Scenic Group in Asia Pacific from 18 January 2027, bringing cruise, tourism and commercial experience to the Sydney-based role.
Sasha Brown
2 min read
Scenic Group has appointed Ana Sofia Ayala as Managing Director, Asia Pacific, with the Sydney-based executive due to start on 18 January 2027.
The appointment brings a commercial leader with more than two decades of international travel experience to the cruise and touring group as it prepares for further growth across its Scenic and Emerald Cruises businesses.
Ayala joins after seven years as Chief Revenue and Marketing Officer at Voyages Tourism Australia. Her previous role combined sales, trade relationships, marketing, brand, revenue, distribution and customer service within a single commercial strategy.
Commercial and digital experience
At Voyages, her work included strengthening distribution, introducing booking technology and developing the Just WOW brand platform. Before that, she served as Global Director of eCommerce at Royal Caribbean’s Miami headquarters, working on digital initiatives across the customer journey.
Her background gives the appointment a particular emphasis on the connection between customer demand, travel distribution and the experience delivered to guests. It also combines destination-based tourism with experience inside an international cruise organisation.
Scenic Group Chief Commercial Officer Adam Armstrong highlighted her ability to bring brand, distribution, digital capabilities and customer experience together. Ayala, meanwhile, identified the group’s forthcoming ships and destinations as a significant opportunity for the region.
“With new ships and destinations on the way, this is a pivotal moment for Scenic in Asia Pacific,” she said.
Regional leadership and product alignment
Ayala will lead an established regional team covering customer operations, marketing, trade sales and agent programmes. Her remit includes commercial performance and relationships with travel partners across Australia, New Zealand and Asia.
Alongside the regional appointment, Scenic Group has promoted long-serving executive Angus Crichton to Global Head of Product. Based in Zug, Switzerland, he will lead product teams worldwide after more than 26 years with the group.
The two appointments put regional commercial leadership and global product development in focus as Scenic marks its fortieth year. For travel partners, the practical issue is how new journeys are supported by clear product positioning, distribution and customer service.
Ayala’s move should therefore be read as a leadership appointment ahead of the next phase of expansion, rather than a change already in effect. She is scheduled to take up her new position in January.
Sources: Scenic Group announcement; Travel Monitor; Travel Weekly Asia.
