Costa: Wonder Becomes the Essence of the Journey


Last December, the iconic Allianz MiCo in Milan hosted the Costa Global Summit, the first exclusive event organized by Costa Cruises. This highly significant event brought together over 2,500 participants, including strategic partners, travel agents, special guests, and a notable representation of the company’s employees.

Leading the meeting were CEO Mario Zanetti and the Costa management team, who offered an innovative and inspiring vision of the brand’s future perspectives. The central theme of the summit – “wonder” – was explored through four main dimensions that redefine the travel experience with Costa Cruises:

Brand Positioning Evolution: The concept of “Effortless Wonder” places wonder at the heart of every experience, integrating discovery and relaxation in a perfect balance between emotion and simplicity. Costa, with its identity as Wonder Makers, renews its commitment to transforming every moment of the journey into an extraordinary experience that amazes and rejuvenates travelers, leaving them speechless. During the event, the evolution of “Speechless,” the creative platform developed in collaboration with lePub, an agency of the Publicis group, was also revealed. This platform embodies the vision of wonder and astonishment in every aspect of the brand’s communication.

Sea Destinations: New and exclusive destination proposals at sea, curated by artistic director Luca Tommassini, who designed unique shows in harmony with the places visited.

The Ship as a Total Experience: Special attention was given to design, comfort, sustainability, and gastronomy, ensuring passengers a personalized and memorable experience.

Advanced Technology: Thanks to the partnership with Adobe and the implementation of the Customer Data Platform, Costa offers increasingly personalized and omnichannel travel experiences.

Mario Zanetti, CEO of Costa Cruises, outlined the challenge for 2025: to once again revolutionize the concept of vacation, bringing about 35,000 guests daily to rediscover the beauty of the world with a sustainable and innovative approach. Zanetti also emphasized that cruises currently represent only 2% of global travelers, highlighting their extraordinary growth potential. He stated that Costa Cruises’ goal is to drive this expansion through unique and memorable experiences, developed in collaboration with top partners and supported by significant investments in decarbonization technologies.

Among the most anticipated innovations, a new season of Sea Destinations. Luca Tommassini, artistic director, reinvented these experiences, bringing the magic of unique places directly onboard. Among the experiences offered, guests can experience the magic of a desert at sea in the Gulf of Oman, exploring the ancient traditions of the oases through dances and music inspired by “One Thousand and One Nights,” or attend an exclusive moonlit party in the stunning Caribbean Sea.

Luca Tommassini described as a special moment the opportunity to bring some of the experiences he is designing for Costa ships’ guests, set in the world’s most fascinating locations, to Milan. The Sea&Land Destinations concept particularly impressed him, as it allows guests not only to explore extraordinary locations on land but also to celebrate iconic places directly onboard, turning what were once simple stops into experiences that amplify the sense of wonder. In designing these destinations, Tommassini took an innovative approach, combining colors, sounds, flavors, and dances of local cultures in a contemporary and bold way.

During the event, the focus was on the centrality of the ship and the onboard experience, highlighting how design, comfort, technological innovation, food experience, and sustainability merge to create a unique experience. The integration of digital technology not only enhances the ships’ aesthetics but also plays a key role in sustainability by improving energy efficiency, reducing food waste, and optimizing itineraries to minimize environmental impact. This vision is supported by collaboration with strategic partners such as AON, ensuring serene and wonder-filled vacations.

An example of this attention to detail is the new suites on Costa Deliziosa, designed by Luca Zaniboni of Dordoni Architetti. Inspired by the elegance of luxury yachting, they use premium materials such as mahogany and refined fabrics in marine tones, transforming cabins into contemporary, welcoming, and iconic spaces. The value of comfort was highlighted by the award-winning chef Bruno Barbieri, who explained how the cruise experience combines design, sustainability, and exceptional hospitality. Barbieri described the cruise as a journey into wonder, where every detail – from the cozy cabins to the impeccable service – is designed to engage all the senses while respecting the environment and culinary traditions.

Gastronomy also played a significant role, with the participation of Angel León, the “Chef of the Sea.” Through the Archipelago project, León, together with Bruno Barbieri and Hélène Darroze, offers a unique gastronomic narrative that celebrates the connection to the sea and destinations. His menus, based on innovative ingredients such as plankton and salicornia, embody a sustainable and revolutionary cuisine, further enriching the culinary experience onboard Costa ships.

The evening concluded with a performance by Urban Theory, a collective of dancers and artists who blended the digital and live worlds in an extraordinary performance. Finally, the “White Moon Party,” designed by Tommassini, introduced the new Sea Destinations in the Caribbean, accompanied by a DJ set by Purple Disco Machine.

The Costa Global Summit marked a crucial moment for the brand, confirming Costa Cruises‘ role as a leader in innovation and creating unforgettable travel experiences. With an eye on the future, Costa redefines cruising as a journey into wonder, capable of inspiring and transforming every guest.

Don’t miss the latest news, updates, and reviews of Costa Cruises on Cruising Journal with photos, videos, and special cruise offers.

Gabriele Bassi

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