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Movers + Shakers: Journey Beyond names cruise stalwart Sture Myrmell as its new COO

Journey Beyond has appointed cruise industry veteran Sture Myrmell as its new Chief Operating Officer (COO).

Journey Beyond has appointed cruise industry veteran Sture Myrmell as its new Chief Operating Officer (COO).

With more than 30 years of experience in the cruising and hospitality industry, Myrmell brings some stature to the new role.

After tenures at the Cunard, Seabourn and Princess brands in Miami and Los Angeles, Myrmell joined P&O Australia in 2007, where, based in Sydney, he would become President and then President of group company, Carnival Australia in 2017.

In his most recent role, Sture was President of Carnival UK, where he steered strategy, business and operations at the P&O Cruises and Cunard Line brands. 

Myrmell will join the Journey Beyond team in Adelaide in August.

As COO, Sture will lead Journey Beyond’s operational businesses, along with sales, marketing and safety functions for the group.

Journey Beyond CEO Chris Tallent speaking at the event.
Chris Tallent speaking in Adelaide this year.

“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,” said Journey Beyond CEO Chris Tallent, to whom Myrmell will report. 

“With Sture on board, we are well positioned to strengthen our status as Australia’s leading and largest experiential tourism brand and company”.

Myrmell said 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,” he remarked. 

“Together, we will continue to elevate Journey Beyond’s position as the premier experiential tourism brand in Australia.”

The Journey Beyond team in Adelaide (Image Sally Miles)
The JB team in Adelaide (Image Sally Miles).

This week, Journey Beyond announced the expansion of its 2025 product offering, with the acquisition of Vintage Rail Journeys, which runs regional NSW tours on ex-Southern Aurora classic sleeper carriages.

Earlier this year, the group marked the official launch of its 2025 season with a big bash in its hometown town Adelaide – and Karryon joined the celebrations.