Jorge Serrano Martín de Vidales was appointed as the new Americas region director for Costa Cruises.

Reporting directly to Luigi Stefanelli, worldwide sales vice president, Serrano will lead the company’s commercial strategy and business development across the Americas Region.

He will replace Dario Rustico, who is set to leave the company effective September 14, to pursue personal goals outside the company after more than two decades of service.

“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,” said Stefanelli.

“Jorge’s commercial expertise, extensive industry knowledge, and international mindset make him exceptionally well positioned to lead the important Americas Region.”

Stefanelli also thanked Rustico for his commitment and achievements, wishing him every success in the next chapter of his personal and professional journey.

Serrano, who is currently leading trade sales for Costa in Spain and Portugal, will formally step into his new role in January 2027, once his transfer to the Costa Brazil offices is completed.

Until then, the Americas Region team will report directly to Stefanelli.

“I am honored to take on this new responsibility and grateful for the trust the Company has placed in me,” said Serrano.

“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.”