Costa Cruises announced that Jorge Serrano Martín de Vidales will become director of its Americas Region, taking over from Dario Rustico, who departs on Sept. 14 after a 24‑year tenure.
Transition timeline and reporting structure
Serrano Martín de Vidales will report to Luigi Stefanelli, the company’s worldwide sales vice president. He is set to assume full duties in January 2027, once his transfer from Costa’s Brazil offices is complete. Until then, the Americas team will remain under Stefanelli’s direct oversight, covering the fall booking season.
Currently, Serrano Martín de Vidales leads trade sales for Costa in Spain and Portugal. The promotion is described as an internal move, emphasizing the line’s focus on developing talent from within.
Statements from leadership
Stefanelli said, “Jorge brings extensive commercial expertise and a proven track record of driving growth across diverse markets and distribution channels. His appointment reflects Costa’s commitment to developing talent and supporting leadership from within.” He added that Serrano Martín de Vidales’ “international mindset” positions him well for the Americas market.
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In his own remarks, Serrano Martín de Vidales said, “I am honored to take on this new responsibility and grateful for the trust the company has placed in me. The Americas region represents a dynamic and strategic market, and I look forward to working alongside our talented teams to build on the strong foundation already in place and continue driving sustainable growth for the future.”
Rustico reflected on his career, stating, “I am deeply grateful for the experiences, relationships, and achievements during my 24 years with Costa. It has been a privilege to work alongside exceptional colleagues, partners, and teams across Asia Pacific, Europe and, during this past decade, the Americas.” He indicated he is leaving to pursue personal goals.
Stefanelli praised Rustico’s “extraordinary contribution to the development of our global business,” noting his “entrepreneurial spirit, determination, and leadership have left a lasting legacy across our entire organization.”
For advisors selling Costa in North and South America, the practical takeaway is a two‑stage handoff: Stefanelli holds the reins through the end of the year, with Serrano Martín de Vidales in place from Brazil in January.
