Sue McAlinden has been appointed general manager of specialist tour operator Best Served Scandinavia.
In this newly-created role she will be responsible for leading the strategic development and growth of the brand in the UK.
She was most previously general manager at Nordic Experience.
Katherine Gershon, MD of parent company Wexas, said: "We are delighted to welcome Sue as a valuable addition to our experienced team and her extensive knowledge of the region and excellent relations with the UK trade will help us accelerate our growth at an exciting time."
