Radford will join the line in mid-December from Celestyal where she was key account and tour operator manager.

In her new role, Redford will work with the line's UK sales team to grow key accounts, bolster trade engagement and develop new partnerships with agents and operators.

"With strong growth plans and so much potential in the market, it’s a fantastic opportunity," said Radford.

"I look forward to working with trade partners across the UK to strengthen existing relationships, build new ones and help even more travellers discover Hurtigruten’s unique Nordic experiences.”

Hurtigruten said Radford's appointment would "further strengthen" its commitment to UK travel trade partners, adding her appointment came as the audience for its authentic, immersive travel experiences grows.

James Howlett, Hurtigruten's UK and emerging markets sales director, said Radford would bring "valuable experience, insight and energy" and backed her to make "an immediate impact".

"Norway remains a highly sought-after destination, and it’s essential that we work closely with agents to highlight the distinctive experiences that set Hurtigruten apart," Howlett added.

"Danielle’s appointment reinforces our commitment to the UK market as we look ahead to 2026 and beyond."