The line said the chief commercial officer role will "therefore be key to realising Hurtigruten’s growth strategy and creating even greater value for guests and partners around the world". 

Powell joined the cruise line in March last year as vice president of sales and marketing for the UK and emerging markets before being handed his first promotion in December 2024. 

Hurtigruten added: "Over the past year, Iain has proven himself to be a strong and clear leader within Hurtigruten, demonstrating the ability to deliver results across multiple markets." 

Hedda Felin, Hurtigruten chief executive, said: "These qualities will be critical for the company’s continued progress."

Powell said: "There’s strong demand from people wanting to experience Norway, and we are fortunate to have a truly unique product - world-class journeys through spectacular nature. 

"We are very well placed to capitalise on this demand, and we see a significant opportunity for growth. I look forward to working with Hedda, the board, and the executive leadership team to make the most of these opportunities." 

Powell’s previous travel industry role include Tui, Carnival UK, and Saga Travel Group, where he held the role of trading director.