Costa Cruises has appointed Jorge Serrano Martín de Vidales as the new director for the Americas region, a position from which he will lead the company's commercial strategy and business development in one of its most important international markets.
Jorge Serrano Martín de Vidales currently serves as the head of sales for Costa Cruises' distribution channel in Spain and Portugal. He will officially assume this new role on January 2027, once his transfer to Costa's offices in Brazil is complete.
In his new role, he will report directly to Luigi Stefanelli, Costa’s global vice president of sales, and will be responsible for coordinating the company’s commercial strategy and business development in the Americas.
Stefanelli highlighted Serrano's business experience and his track record in various markets and distribution channels. According to Costa's sales manager, his appointment also reflects the company's commitment to developing internal talent and promoting its own teams to leadership positions.
“His business experience, extensive knowledge of the industry, and international perspective put him in an exceptional position to lead the important Americas region,” Stefanelli said.
For his part, Jorge Serrano Martín de Vidales described the Americas as “a dynamic and strategic market” and expressed his intention to work alongside Costa’s teams to consolidate the company’s position and continue driving sustainable growth in the region.
Dario Rustico Steps Down After 24 Years
The appointment comes following the departure of Dario Rustico, who will leave Costa Cruises on September 14 after 24 years with the company.
Rustico has held various positions throughout his career at Costa, gaining experience in the Asia-Pacific region, Europe, and, over the past decade, the Americas. According to the company, his departure is due to his decision to pursue new personal projects.
“I am deeply grateful for the experiences, relationships, and achievements I’ve had during my 24 years at Costa,” said Rustico, who particularly highlighted the work he’s done alongside the company’s teams and partners in the various markets where he has spent his career.
Stefanelli also acknowledged Rustico's contribution to the growth of Costa's global business, highlighting his entrepreneurial spirit, determination, and leadership skills.
Until Serrano formally assumes his new position in January, the Americas region team will report directly to Luigi Stefanelli.
Serrano’s appointment thus marks an internal promotion in a region considered strategic for Costa Cruises, while also strengthening the presence of professionals with international and commercial experience within the company’s management structure.
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