Costa Cruises has appointed Jorge Serrano Martín de Vidales as the new director of 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 holds the position of Sales Director for the distribution channel at Costa Cruises in Spain and Portugal. His official start date for this new role is January 2027, following his relocation to Costa's offices in Brazil.
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 American markets.
Stefanelli highlighted Serrano's commercial experience and track record in different 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 commercial experience, extensive knowledge of the sector and international vision place him in an exceptional position to lead the important Americas region,” Stefanelli noted.
For his part, Jorge Serrano Martín de Vidales defined America 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.
Replacement after 24 years of Dario Rustico
The appointment comes after 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, with experience in Asia-Pacific, Europe, and, for the last 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 have made during my 24 years at Costa,” said Rustico, who especially highlighted the work done with the company’s teams and partners in the various markets where he has developed his career.
Stefanelli also acknowledged Rustico's contribution to the development 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 represents an internal change in a region considered strategic for Costa Cruises, while reinforcing the importance of profiles with international and commercial experience within the company's management structure.
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