In recent years, several former Costa Cruises ships have shifted over to corporate cousin Carnival Cruise Line. The latest vessel to do so is Carnival Firenze, currently sailing from Long Beach, California.
For travel advisors who have wondered how Italian cruise line Costa continues to fit into the Americas market — you’re not alone.
In order to get a better sense of where the international brand’s fleet is headed, we sat down with Dario Rustico, the line’s general manager for North and South America.
What is Costa’s current selling strategy in North America?
Costa is thrilled to be in the North American market, and we're focusing on a refined strategy that positions us as a distinctive European cruise experience for travelers seeking something different.
We understand the importance of building partnerships with North American travel advisors to find the right guests for our unique Italian style. Our guests are culturally curious, looking for immersive, international vacations. We are working with our trade partners to build our brand presence and show that we are a European cruise experience that stands apart. Together, we can yield good results.
Costa ships are Italian-registered and offer other Italian elements onboard. How does this make for a special experience?
The Italian elements onboard make for a truly special experience because we're bringing Italy — and Europe — to our guests no matter where they are cruising. European-style cruising is different, with cuisine that features staples such as the freshest ingredients, delicious pasta, homemade pizza and mozzarella made onboard, not to mention wines from the finest Italian vineyards — flavors that expand the palate. Guests will have authentic pizza, gelato, Nutella and dishes created by an Italian Michelin chef. Beverages focus on Italian favorites such as Aperol spritz, Caffe Vergnano, Frescobaldi wines and Ferrari Trentodoc.
It's a more relaxed atmosphere, so guests can take their time and savor each moment, as Europeans tend to do. We know the Mediterranean; it's our backyard, and our headquarters are in Italy. So we're planning ideal itineraries and organizing tours that show off the best of each country, and we transition this excellence to the shipboard experience to create an international ambience that can be enjoyed by everyone, no matter the nationality.
Where are Costa ships sailing right now that will appeal to North Americans?
Costa ships are all over the world, from the Caribbean and Dubai to Asia and the Mediterranean. For a North American traveler, the Caribbean and Mediterranean are great Costa experiences. In the Caribbean, we offer a different itinerary from many of the major cruise lines because we sail out of the Dominican Republic, not Florida. So with the short flight to the Dominican Republic, we can sail deeper into the Caribbean over the seven-day itinerary. As for the Mediterranean, we're an Italian cruise line, so we know the region.
Our 2027 World Cruise is very exciting because we're offering embarkation in San Francisco, which is ideal for our North American guests. They can take a 100-day segment from San Francisco to Savona, Italy, which will be a memorable experience.
We also just announced Round the World 2026, a world cruise onboard Costa Serena from Tokyo to Buenos Aires, Argentina. This is another way we're showing our guests the world with a unique itinerary. The culinary experiences onboard will be an authentic representation of what you'd find in the countries we're visiting; tours will explore the "must-see" sights in each location. We bring European culture onto our ships: We dine a little later and offer entertainment a little later into the evening. It's especially nice for North American guests who want to meet people from all over the world.
Is it ideal for advisors to sell to clients who have sailed on former Costa ships that are now sailing under the Carnival umbrella?
Absolutely. For any guest who has cruised on one of our ships that is now under the Carnival umbrella, give us a try.
Costa ships have a unique energy, and guests can discover more about Italian-style cruising and our brand. We sail all over the world and have many different ships to try, including the very latest arrival into our fleet: the Excel-class ships Costa Smeralda and Costa Toscana — among the very first ships in the world to be fueled with liquefied natural gas.
What else makes Costa a standout for clients?
Guests who cruise with Costa will have an Italian experience wherever they go, and that makes us stand apart. They will have exceptional service, outstanding gastronomy, immersive excursions and exciting entertainment.
For all our current promotions and to understand the exclusive incentives for agents, they can register on our travel advisor platform, Costa Extra. Guests, meanwhile, can look at the "Offers" tab on the Costa Cruises website.
