Matt DeWitte Named Hurtigruten VP for

Matt DeWitte has been named Hurtigruten’s vice president of sales and marketing for the Americas. His first day in the new role is August 31, 2026.

DeWitte is returning to the original Hurtigruten brand. He previously served as its head of marketing for the Americas from August 2022 until the brand split with HX Expeditions in January 2025. Following that split, he took on the role of head of marketing for the Americas, Australia, and New Zealand for HX.

Leadership Endorsement

Hurtigruten's chief commercial officer, Iain Powell, welcomed the appointment. Powell stated that DeWitte is an experienced leader with a strong career record. He highlighted DeWitte's marketing expertise and his deep knowledge of the company's trade and direct consumer business in North America.

"He is already well known to many of our key partners and colleagues, and we are confident he will build on the strong work already underway," Powell said. The executive emphasized the importance of the North American market, noting it is a key market for the company's growth plans and has seen record growth this year.

DeWitte's Perspective

In his own statement, DeWitte expressed honor at returning to the brand. "I’m incredibly honored to return to Hurtigruten and to once again represent such an iconic travel brand," he said. He noted the special opportunity to reunite with former colleagues in North America and Europe who have been driving growth.

DeWitte stated he looks forward to creating additional value for the Hurtigruten brand. His goal is to deliver exceptional experiences for the cruise line's guests.

Strategic Market Focus

The appointment highlights Hurtigruten's strategic focus on the North American market. The company's leadership explicitly identified the region as important for its expansion. DeWitte's prior experience with both Hurtigruten and HX positions him with unique insight into the expedition cruise sector. His return follows a period of significant change for the company, which underwent a brand separation less than two years ago. The move reconnects the executive with the core Hurtigruten operation. According to the source, Cruise Industry News, the company is banking on his familiarity and expertise to continue its growth trajectory. For more details on the company's operational data, you can view its stats and standings.