Ana Sofia Ayala Joins Scenic as MD, Asia Pacific

Ana Sofia Ayala Appointed as Managing Director, Asia Pacific, at Scenic – Luxury Cruises & Tours Ana Sofia Ayala has been appointed as Managing Director, Asia Pacific, at Scenic – Luxury Cruises & Tours, bringing over 18 years of professional experience across the travel, tourism, hospitality, digital marketing and commercial leadership sectors. In her new position, she will contribute to the company's regional growth strategy, strengthening its presence across Asia Pacific and supporting its luxury cruise and touring operations. Ayala joins Scenic following an extensive career in the travel and hospitality industries, with significant expertise in commercial strategy, revenue management, digital transformation, brand development and customer experience. Her background in managing large-scale commercial operations and developing market expansion strategies positions her to support the company's regional ambitions and evolving customer expectations. Before joining Scenic, Ayala served as Chief Revenue and Marketing Officer at Voyages Tourism Australia, where she led the organisation's commercial agenda across sales, marketing, brand, digital, revenue, distribution and customer experience. She also played a key role in transforming the business's commercial operations, strengthening direct sales channels and developing culturally led tourism experiences in collaboration with Indigenous communities, including the Aṉangu and Kuku Yalanji Traditional Owners. Earlier, Ayala spent more than eight years with Royal Caribbean Group, holding senior positions across international project development, e-commerce, digital strategy and social media. During her tenure, she contributed to the development of private destination experiences across Australia and the South Pacific and helped expand digital revenue, customer engagement and e-commerce capabilities across international markets. Her professional journey also includes experience with Accor Australia, further strengthening her foundation in hospitality, marketing and digital commerce. With professional associations spanning Scenic Group, Voyages Tourism Australia, Royal Caribbean Group and Accor, Ayala brings extensive international experience and a strong understanding of the travel industry's commercial and digital landscape. Her appointment comes as luxury cruise and touring operators continue to focus on regional expansion, differentiated guest experiences and strengthening their presence in the Asia-Pacific travel market.