Scenic Group announced it has expanded its Asia-Pacific team based in Singapore as part of its strategy to drive growth in the region.

Operating as Scenic Tours APAC Pte. Ltd., the office supports the company’s efforts to capitalize on growing demand from high-net-worth travelers and the expanding luxury cruise segment across Asia-Pacific markets.

According to the company, the Singapore operation builds on its existing presence in Australia, New Zealand, the United States, the United Kingdom, Canada and the EMEA region.

The APAC team is led by Anthony Laver, general manager of sales and marketing for APAC, who is based in Sydney.

“To support the strong demand for luxury Scenic and Emerald ocean and river cruises, together with the significant growth in joint programs with our travel partners, Scenic Group has expanded the Asia Pacific regional team,” Laver said.

“We are delighted to have created such a highly experienced and professional team of travel experts.”

Founding members of the regional team include Quoc Huy To, director of finance for Asia, overseeing the Singapore and Vietnam offices; Lim Yee Sher, marketing and partner services manager for APAC; and Ally Grueter, senior sales manager for charters and partnerships for APAC, based in Zug.

The company also appointed Dominic Tan as regional sales and marketing manager for APAC. Tan joins Scenic from Norwegian Cruise Line Holdings and brings more than 20 years of experience across the Asia-Pacific travel sector, including roles with travel agencies and travel technology firms.

Additional team members include Sophia Lam and Jessie Tan, who were named luxury cruises sales managers for APAC.

The company said the expanded team will focus on developing charter, group, meetings and incentives and FIT business opportunities with travel partners across key regional markets.