CruiseSingapore-based Nicholas Lim, in his new role, has been tasked to expand Norwegian Cruise Lines' regional footprint.

Norwegian sharpens Asia focus ahead of optimistic 2021

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In recent weeks, NCL has seen “unprecedented” bookings – the highest since March 2020, when the company suspended operations as part of the global cruise shutdown.
In recent weeks, NCL has seen “unprecedented” bookings – the highest since March 2020, when the company suspended operations as part of the global cruise shutdown. Photo Credit: NCL

As Asia’s cruise industry charts a course to recovery, Norwegian Cruise Line (NCL) has appointed Nicholas Lim as general manager, sales (Asia), to strengthen its presence in the region.

A travel industry veteran, Lim joins the company from Trafalgar Travel, where he served as Asia president, and as managing director of the Travel Corporation. Other industry roles include tenures at Contiki Holidays, Wotif.com, and M Hotel (Millennium and Copthorne).

“I am delighted to join NCL at such a defining moment for the industry. NCL caters to the Asian traveller by offering a wide gamut of experiences alongside the freedom of freestyle cruising,” Lim said. “Together with my new team and our valued travel partners, I look forward to taking NCL’s sales efforts in Asia to the next level and open new business opportunities for the company in this high-potential region.”

Nicholas Lim will roll out new business strategies to expand NCL's footprint in Asia.
Nicholas Lim will roll out new business strategies to expand NCL's footprint in Asia.

Based in Singapore, Lim reports to Ben Angell, vice president and managing director of NCL Asia Pacific.

Welcoming Lim to the fold during a recent hybrid event in Singapore, Angell said NCL will take a “cautious and phased approach” to its return to sailing in 2021 and is working with governments to ensure its “as safe as possible”.

And the future is bright. In recent weeks, Angell said NCL has seen “unprecedented” bookings – the highest since March 2020, when the company suspended operations as part of the global cruise shutdown.

“We believe the hardest times are behind us and now is the time to get excited about the next holiday experience. We are looking forward to a fantastic 2021,” he said.

Leveraging this momentum, NCL recently launched its first global advertising campaign since March. Set to the lyrics of Queen’s iconic “I Want to Break Free” ballad, the ‘Break Free’ campaign will launch in Asia in 2021.

“We believe in value, not racing to discounts like others,” Angell added. “We are committed to Asia, both in terms of investment and deployment of product.”

While itinerary details have not yet been released, Angell said that Norwegian Spirit and Norwegian Sun will arrive in Asia at the end of 2021, while its Norwegian Spirit vessel will be deployed to Australia.

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