Following a €500 million (AU$810 million) investment by a consortium of existing investors, Hurtigruten is ramping up its commitment to the Asia-Pacific (APAC) region with a dedicated sales and operations team, marking a key step toward its independence from HX (Hurtigruten Expeditions) in January 2025.
Hurtigruten says splitting itself and expedition brand HX into two entities aims to boost both brands’ focus on delivering innovative and sustainable travel experiences across their respective markets.
After seven years already in the hot seat, Damian Perry will continue to lead the Hurtigruten team in APAC, bringing his extensive industry experience and passion for the brand to the region.
“We are looking forward to taking the next step with our dedicated Hurtigruten team in APAC as we move into 2025,” said Hedda Felin, CEO of Hurtigruten. “I am pleased to confirm we have secured Damian Perry to continue to lead this work for us, as he brings invaluable insight and knowledge of the industry, as well as stability for the team and local partners. These elements are essential for executing our strategy in the region.
“After visiting Australia earlier this year and experiencing the overwhelming positive feedback from trade partners, along with our strong team, I am certain that we will see increased enthusiasm and support for Hurtigruten in the region,” said Felin.
According to Perry, Hurtigruten will continue to deliver “a rich, cultural, and environmentally conscious guest experience”, building on its over 130-year history as the leading expert on the Norwegian coast and Svalbard.
“We will offer our same committed and robust expertise across our fleet of nine ships – which has recently seen the addition of MS Midnatsol – always prioritising safety and customer experience. Additionally, we’re looking to continue expanding our tour range and packaging to meet the local market’s demands.
“We remain a progressive, world-leading organisation with a broad scope on sustainability and with the Sea Zero project on the horizon – the world’s first ship with zero-emission propulsion – Hurtigruten will continue to lead the industry for years to come.”
In APAC, Hurtigruten has achieved consistent month-on-month sales targets and exceptional results above 100 per cent growth for its 2026 departures year over year.
Marisa Jones promoted to Head of Marketing for Hurtigruten
To support the growth and focus of Hurtigruten’s business in APAC, Marisa Jones, currently Marketing Manager has been promoted to Head of Marketing for Hurtigruten.
“Over the past two years, I’ve been proud to be part of Hurtigruten’s growth, including launching our premium Signature voyages in APAC and the development of our recently launched brand platform. Hurtigruten’s authentic Norwegian spirit, exceptional quality, and commitment to sustainability define our story and position us to lead the future of sustainable travel with innovative, market-leading experiences. It’s an incredibly exciting time to be aboard,” said Ms Jones.
The company also announced a new role to be filled, Hurtigruten’s Head of Sales—APAC. Perry said recruitment would take place over the next month, describing it as “one of the industry’s most desirable roles under the inspiring leadership of Hedda Felin and for one of travel’s most iconic brands.”
“Hurtigruten will announce the placement of existing team members in mid-December once we have finalised the consultation and planning process and share details of additional new vacancies for our business, setting the stage for the journey into 2025,” said Perry.
Hurtigruten’s transition to complete independence from HX will take place in January 2025 as part of the company’s new ownership structure. Read here for more.
In August, the Norwegian company became the first and only travel brand to secure the ‘Made in Norway’ trademark, underlining its commitment to sustainability.
New HX CEO Gebhard Rainer was also recently in Australia to meet with the local team and connect with trade. Read our interview with Rainer here.
For more information on the group, click here.
