Celebrity Cruises said it will have its own organization in Asia, separate from the current international structure.
Effective immediately, Kelvin Tan will serve as Celebrity's commercial director, Asia-Pacific.
Celebrity said Tan and his team will be based out of Singapore, and will oversee the brand's marketing, trade support and sales in the region.
Tan will continue to partner with current international representatives in the region, Celebrity said.
While Celebrity's ships have Asian itineraries, it is primarily marketed in North America.
“The Asia-Pacific region has great potential for Celebrity Cruises, and this will best position the brand for future growth in this dynamic region," Celebrity CEO Michael Bayley said in a statement.Follow @tstravelweekly on Twitter.