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December 15, 2025

Costa Crociere unveiled its strategic vision for 2026 during the second edition of the Costa Global Summit, held at the Centennial Pavilion of the Fira Montjuïc in Barcelona.

The event brought together more than 2,500 participants, including partners, travel agents and international guests. In the presence of CEO Mario Zanetti, the company’s top management and representatives from the Barcelona Customer Hub, Costa outlined an evolutionary path that places the transformation of travel into an immersive, personalized and sustainable experience at its core, through the new Sea & Land Wonder Platform.

The Sea & Land Wonder Platform is built on three strategic pillars guiding the evolution of Costa’s offering: itineraries, gastronomy and fleet. The itineraries feature exclusive destinations to be experienced in new and original ways; gastronomy turns every meal into a sensory journey; while the fleet integrates innovation and sustainability, making each ship a place of wonder.

The Summit opened with a video message from Josh Weinstein, CEO of Carnival Corporation & plc, who reaffirmed the strategic role of Costa Crociere within the world’s largest cruise company and one of the leading players in global leisure tourism. With a combined fleet of over 90 ships, 22,000 port calls per year in more than 800 ports, and nearly 13.5 million guests welcomed annually thanks to the work of around 160,000 employees, Carnival Corporation & plc today represents approximately 40% of the global cruise market. Within this landscape of international leadership, Costa stands out for its strong identity and its exclusive “Sea and Land” itineraries—an innovative approach that redefines the way destinations are discovered by integrating authentic onshore experiences with immersive moments at sea. With more than 75 years of history, Costa continues to be a pioneer in transforming cruising into the ideal holiday, while also positioning itself as a key player in the global sustainability journey. Among its most significant achievements are the introduction of the first LNG-powered ships, the industry’s first program dedicated to donating surplus food, and the use of artificial intelligence to optimize energy efficiency on board. This ongoing commitment confirms Costa’s determination to innovate along the route toward the future of cruise tourism, offering journeys that celebrate wonder in all its forms and create memories designed to last over time.

Karen Lellouche, Managing Director & Senior Partner at Boston Consulting Group, presented a study focused on tourism trends, highlighting how travelers are increasingly seeking meaningful experiences, quality, personalization and an emotional connection with the destinations they visit.

Building on this foundation, Mario Zanetti, CEO of Costa Crociere, explained how the company not only accurately captures the key trends emerging from market research, but also represents the true “perfect match” between evolving traveler expectations and a constantly developing offering. Costa is thus redefining the traditional concept of cruising, transforming itself into a true Experience Platform capable of adapting its product to seasons, destinations and individual desires, placing connection, discovery and personal expression at the center. Exclusive itineraries that combine the wonder of the sea with the authentic discovery of land give shape to a travel model built on emotion, personalization, innovation and sustainability.

Zanetti emphasized how this vision resonates with different audiences, responding in a targeted way to the needs of various generations. Millennials, who have grown by three percentage points over the past three years, choose Costa for increasingly experiential itineraries aligned with their interests and lifestyles, while mini-cruises are seeing strong growth among Gen Z, drawn by micro-moments, flexibility and highly personalized journeys. Baby Boomers and Gen X, on the other hand, embrace the concept of longevity travel, favoring longer journeys focused on well-being and the value of time, in search of deep and meaningful experiences.

Thanks to investments in its fleet and product, and with the introduction of Sea & Land itineraries, Costa has expanded its offerings across the Eastern and Western Mediterranean as well as the Norwegian fjords, achieving a year-on-year increase of around nine percentage points in overall guest satisfaction. Innovation and sustainability continue to guide every strategic decision: from the solutions introduced on Costa Smeralda to improve energy efficiency, to the use of technologies such as artificial intelligence to personalize the travel experience even before booking. As emphasized by Zanetti, this approach is driven by a commitment to innovating with purpose, creating lasting value for guests, partners and the communities that welcome Costa ships.

Giving tangible shape to Costa’s evolutionary journey is Francesco Muglia, Chief Commercial Officer & Senior VP, who explained how the company’s strategy stems from a concept that is both simple and revolutionary: restoring centrality to navigation by transforming time at sea from a mere transfer between ports into an emotional experience capable of harmoniously connecting sea and land. Sailing thus becomes an integral part of the journey, made up of evocative, suspended moments, a sunset on the open sea, a silent dawn, the night enveloping the horizon, when time seems to slow down and wonder takes form.

From this vision emerges the Sea & Land Wonder Platform, an integrated design that redefines the concept of itineraries through “Sea & Land” journeys, where the sea becomes the stage for multisensory experiences in iconic locations far from the coast, while on land a curated selection of experiences is brought to life to meet the diverse needs of travelers and enable an authentic and surprising discovery of each destination. A true continuum of wonder, as Muglia described it, integrating itineraries, gastronomy and fleet to create a seamless connection between what happens on board and what is experienced ashore.

The Sea & Land Wonder Platform takes shape through unique itineraries around the world. In the Western Mediterranean, Costa Pacifica will offer experiences such as sunset anchorage in the Gulf of Aranci with tender landing and a swim in the crystal-clear waters of Tavolara, as well as a special cruise dedicated to the solar eclipse in the Balearic Sea. In Northern Europe, Costa Favolosa will combine the UNESCO-listed Geirangerfjord and Nærøyfjord with emotional Sea Destinations such as sunrise meditation facing the Seven Sisters waterfalls, while in autumn the Club Cruise will allow guests to experience the magic of the Northern Lights. In Asia, Costa Serena will feature exclusive itineraries such as the circumnavigation of Japan, with iconic bays and sunset aperitifs overlooking Mount Sakurajima. In the Caribbean, with Costa Fascinosa and Costa Pacifica, Cabo Rojo debuts as a true “destination within a destination,” alongside Samaná and spectacular Sea Parties in Catalina Bay. Completing the 2026 offering are 3–4 day mini-cruises in the Mediterranean, designed to deliver the Costa experience in a shorter yet equally intense format.

According to Luigi Stefanelli, Vice President Worldwide Sales at Costa Crociere, the expansion of the portfolio with new and original itineraries represents the clearest proof of the company’s ability to create wonder through proposals that are unique within the cruise tourism landscape. This strategy continues to enrich the travel experience with a broad and diversified offering, ranging from short mini-cruises to iconic journeys such as the World Cruise lasting over 130 days. Within this framework, distinctive solutions like Sea & Land itineraries transform each cruise into a true emotional continuum, where the natural environment becomes an integral part of the experience. One-of-a-kind events—such as cruises dedicated to a solar eclipse or the magic of the Northern Lights—demonstrate Costa’s commitment to celebrating the beauty of the world and weaving it into every moment of the journey, making each experience truly unique and memorable.

The sensory dimension of travel is also expressed through gastronomy, particularly at the Archipelago restaurant, created by chefs Ángel León, Bruno Barbieri, and Hélène Darroze. The concept evolves with a unique menu inspired by the Sea & Land itineraries and twelve immersive settings that transform dining into a fully engaging experience. At the same time, the fleet remains the heart of the platform: since 2021, Costa has invested over €200 million in ship renewals. A flagship example is Costa Serena, which, following its refit, debuts as a Pop ship with spectacular spaces such as the Pummid’oro pizzeria, Sushino at Costa, and a secret speakeasy. New concepts for cabins, dining areas, and outdoor spaces will also be introduced on Costa Toscana, Costa Favolosa, and Costa Pacifica.

Giuseppe Carino, Senior Vice President Sea-Land Experience Operations at Costa Crociere, emphasized that the fleet is the central pillar of the Sea & Land strategy. Following the recent refurbishments of Costa Serena and Costa Smeralda, the company continues to invest in the renewal of its ships, with projects already underway for Costa Toscana, Costa Favolosa, and Costa Pacifica. The goal is to introduce new concepts, particularly for balcony cabins, making each ship increasingly aligned with guest expectations and capable of delivering an even more engaging and personalized Costa experience.

Closing the Summit, Giovanna Loi, VP Marketing & Direct Sales at Costa Crociere, highlighted the strategic role of the brand as a driver of demand and value, underpinned by constant investment in creativity and innovation. The Wonder Platform comes to life through a mash-up of international campaigns, turning global ideas into local emotion and earning significant recognition. Digital evolution is also central, with Costa taking a leading role in AI search, video ecosystems, and native social platforms, using authentic and approachable storytelling. An AI-driven, data-driven approach, supported by the Customer Data Platform, omnichannel journey, and personalization, allows the company to transform data into tangible experiences, strengthening customer relationships and generating lasting value.

The Costa Global Summit concluded with a live artistic performance by SALT, celebrating the Sea & Land Wonder Experience. Costa Crociere thus confirms its role as a pioneer in experiential tourism, transforming the cruise into an emotional continuum between sea and land, where innovation, sustainability, and personalization combine to create memories designed to last a lifetime.

Don’t miss news, updates, and reviews on Costa Crociere on Cruising Journal, with photos, videos, and cruise offers.

Giorgia Lombardo

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