Costa Cruises has named Jorge Serrano Martín de Vidales director of its Americas Region, succeeding Dario Rustico, who is leaving the line Sept. 14 after 24 years.
Serrano Martín de Vidales will report to Luigi Stefanelli, worldwide sales vice president, and will oversee commercial strategy and business development across the region. He does not formally step into the job until January 2027, once his transfer to Costa’s Brazil offices is complete. Until then, the Americas Region team reports directly to Stefanelli, leaving roughly four months of interim reporting through the fall booking season.
Serrano Martín de Vidales currently leads trade sales for Costa in Spain and Portugal, and Costa framed the promotion as an internal move.
“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 fostering leadership from within,” Stefanelli said. “Jorge’s commercial expertise, extensive industry knowledge, and international mindset make him exceptionally well positioned to lead the important Americas Region.”
The incoming director pointed to the region’s sales potential in his own statement.
“I am honored to take on this new responsibility and grateful for the trust the company has placed in me,” Serrano Martín de Vidales said. “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 spent more than two decades at Costa, working in Asia Pacific and Europe before taking on the Americas a decade ago. He is leaving to pursue personal goals outside the company.
“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. I leave with great pride in what we have accomplished together and every confidence in Costa’s continued success in the years ahead,” Rustico said.
Stefanelli credited Rustico with an “extraordinary contribution to the development of our global business,” adding that 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.
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