Costa Cruises has appointed Jorge Serrano Martín de Vidales as its incoming Americas Region Director, placing him in charge of the cruise line's commercial strategy and business development across the region.
Serrano Martín de Vidales will formally take up the role in January 2027, once his transfer to Costa's offices in Brazil has been completed. He will report directly to Luigi Stefanelli, Costa Cruises' Worldwide Sales Vice President.
The appointment forms part of a leadership transition prompted by the departure of Dario Rustico, who will leave Costa on September 14 after 24 years with the company.
Who is Jorge Serrano Martín de Vidales?
Serrano Martín de Vidales is an existing Costa Cruises executive and currently leads the company's trade sales activities in Spain and Portugal.
Costa described the appointment as an internal promotion. The company highlighted his commercial experience, knowledge of the travel industry and record of working across different markets and distribution channels.
In his new position, he will be responsible for supporting Costa's commercial growth throughout the Americas. The regional remit encompasses markets across North, Central and South America rather than being limited to Costa's operations in Brazil.
A January 2027 start from Brazil
Although the appointment has already been announced, Serrano Martín de Vidales is not due to assume the Americas Region Director role immediately.
He will relocate to Costa's Brazil offices before formally starting in January 2027. Until then, the Americas Region team will report directly to Stefanelli.
The distinction matters because Rustico's departure occurs several months earlier, on September 14. Costa's published arrangement therefore creates an interim reporting period under its worldwide sales leadership before Serrano Martín de Vidales takes control of the region.
Commercial strategy across the Americas
Costa says the new regional director will lead both commercial strategy and business development throughout the Americas.
The work is likely to include relationships with travel agencies and other distribution partners, regional sales development and coordination between Costa's local teams and worldwide commercial organisation.
Serrano Martín de Vidales described the Americas as a dynamic and strategic market and said he looked forward to working with Costa's regional teams to build upon the company's existing position and support sustainable growth.
Stefanelli said the executive's international outlook and commercial experience made him well positioned to lead the region. Costa also presented the promotion as evidence of its intention to develop leadership talent from within the company.
Dario Rustico leaving after 24 years
Rustico will leave Costa Cruises to pursue personal goals outside the company after a career spanning 24 years.
During that period, he worked in a number of markets including Asia-Pacific and Europe. He spent the most recent decade leading Costa's activities in the Americas.
Stefanelli thanked Rustico for his contribution to Costa's global business, highlighting his leadership and work across several regions.
Costa's position in the Americas
Costa Cruises is an Italian cruise line headquartered in Genoa and owned by Carnival Corporation Ltd. Its Americas activities include established operations and distribution relationships in South America, with Brazil forming an important base for the regional organisation.
The appointment gives an executive with experience of the Spanish and Portuguese travel trades responsibility for a geographically diverse region. Further details of Costa's commercial plans under the new leadership are expected after Serrano Martín de Vidales takes up the post in January.