June 6, 2025 | Press Release

In a significant move to strengthen its cruise sector presence worldwide, AVIAREPS, the leading international representation and marketing company for aviation, tourism, and hospitality, has appointed Tom Fecke as Global Head of Cruise. The appointment underscores the company’s focus on expanding its cruise service portfolio at a time when global interest in cruising is hitting new highs.

With more than 25 years of experience in the travel and cruise industry, Fecke brings a strong pedigree in sales, marketing, and strategic leadership. His previous roles include tenures at Travelport, Avis Rent a Car, Sabre, and RCL Cruises, as well as serving as Secretary General of CLIA Europe, where he represented the interests of cruise lines across the continent.

“I’m very pleased to join AVIAREPS at a time when interest in cruising is clearly on the rise again,” said Tom Fecke, Global Head of Cruise, AVIAREPS. “What drew me to the company is the combination of global presence and strong local expertise. It’s a powerful mix for cruise lines looking to grow internationally. My goal is to work closely with our teams and our partners to tailor smart, practical solutions that deliver real results in their target markets.”

Fecke will be responsible for leading AVIAREPS’ global cruise strategy, which includes market research, travel trade engagement, public relations, and sales and marketing for cruise clients. Services range from trade show support and agent training to call centre operations and media relations, offering a full-service platform for cruise lines seeking market expansion and passenger growth.

This appointment comes as the global cruise industry sails into a high-growth phase. According to CLIA and Horizon data, the cruise sector recorded a 6.8% increase in passenger numbers in 2023, surpassing pre-pandemic levels. The market generated $8.9 billion in 2024, and is projected to more than double to $18.4 billion by 2030, reflecting a 12.9% CAGR. With 37 new cruise ships on order through 2028, demand for strategic representation and local market insights is higher than ever.

“The cruise industry is evolving, and so are the expectations of our partners,” noted Thomas Drechsler, COO Tourism at AVIAREPS. “We want to be more than a representative; we want to be a strategic partner who understands how to deliver measurable value in each market. Tom’s experience on both the cruise operator and association side adds a new dimension to our capabilities, and we are excited to have him lead this next phase of growth.”

From North America to Asia-Pacific, AVIAREPS has been steadily expanding its cruise line services, tapping into its international network and regional teams to offer localized strategies with global coordination. Fecke’s leadership is expected to deepen these synergies and position AVIAREPS as a go-to partner for cruise brands looking to enter or grow in emerging and established markets.