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He succeeds Dario Rustico, who's leaving after more than two decades in a variety of roles, and will officially start in the Brazil office in January.
August 13, 2026
Jorge Serrano Martín de Vidales called the Americas a 'dynamic and strategic market'
Costa Cruises appointed Jorge Serrano Martín de Vidales as Americas region director with Dario Rustico stepping down after 24 years at Costa.
Serrano currently leads trade sales for Costa in Spain and Portugal.
In his new role, he will report directly to Luigi Stefanelli, worldwide sales VP, and will lead commercial strategy and business development across the Americas region.
Rustico is leaving Sept. 14 to pursue personal goals.
Dario Rustico, second right, is pictured at a Dominican Republic event in late 2025.
"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," Rustico said. "I leave with great pride in what we have accomplished together and every confidence in Costa's continued success in the years ahead."
Stefanelli said Rustico has made an "extraordinary contribution to the development of our global business. His entrepreneurial spirit, determination and leadership have left a lasting legacy across our entire organization. We thank him sincerely for his commitment and achievements and wish him every success in the next chapter of his personal and professional journey."
Serrano will formally step into his new role in January, once his transfer to the Costa Brazil offices is completed. Until then, the Americas region team will report directly to Stefanelli.
"Jorge brings extensive commercial expertise and a proven track record of driving growth across diverse markets and distribution channels," Stefanelli said. "His appointment reflects Costa's commitment to developing talent and fostering leadership from within."
He continued: "Jorge's commercial expertise, extensive industry knowledge and international mindset make him exceptionally well positioned to lead the important Americas region."
For his part, Serrano called the Americas a "dynamic and strategic market," adding he looks forward to working alongside Costa's teams to "build on the strong foundation already in place and continue driving sustainable growth for the future."
