Costa embraces ‘Wonder Makers’ at first Global SummitCosta embraces ‘Wonder Makers’ at first Global Summit

Costa Cruises' first Global Summit took place at the Allianz MiCo Conference Center in Milan last week. 

In the presence of President Mario Zanetti, the wider Costa leadership team and a broad representation of employees, Costa innovations and information on the evolution of the brand were shared with some 2,500 international attendees. Among them, key partners, travel agents, special guests and media. 

Highlights of the event included:

Technologies for decarbonisation

‘Though a company with 76 years of history, but always forward-looking, our challenge for 2025 is to revolutionise the vacation concept once again, bringing the approximately 35,000 guests who travel with us daily to experience the wonder of rediscovering the world's beauty,’ said Zanetti, opening the summit. 

He noted the immense growth potential of cruising, ‘which we aim to tap into with our strategy, offering unique and memorable experiences in collaboration with exceptional partners. 

‘All this while continuing our sustainability journey, supported by significant investments in new technologies for decarbonisation.’

Sea Destinations

Costa’s 2024 standout innovation was ‘Sea Destinations,’ a concept announced in spring, offering brand-new experiences on board selected ships sailing the Mediterranean and Northern Europe. 

There are some 18 different experiences. An additional two will be added in collaboration with dancer, choreographer and actor Luca Tommassini, Costa’s new artistic director. Tommassini said, ‘My approach to designing Sea Destinations was to bring the colours, sounds, tastes and dances of these places to the ship in a modern and bold way, creating moments that leave an indelible mark in the minds of those who experience them. 

New creative director Luca Tommassini (PHOTO: COSTA CRUISES)

‘This winter, guests will discover ancient traditions, dances and music inspired by "One Thousand and One Nights" in the Gulf of Oman, or attend an exclusive white moon party in the Caribbean.’ 

A version of the latter took place in Milan, concluding the summit. 

Personalised experiences 

Redesigned suites by Luca Zaniboni of Dordoni Architetti on board Costa Deliziosa to enhance guest comfort and create a cosy atmosphere were unveiled. 

Chef Bruno Barbieri (Italy) – whose menus can be found in the Archipelago restaurant, along with those of fellow chefs Helene Darroze (France) and Angel Leon (Spain) – said, 'I've witnessed how its [Costa’s] evolution combines the beauty of destinations, service quality and environmental respect, to offer each guest a truly wondrous experience.' Leon explained his revolutionary vision of food at sea. 

Marketing

Costa detailed its strategic partnership with Adobe, employing advanced marketing technologies like the Customer Data Platform and leveraging artificial intelligence to create high-quality creative assets to balance innovation with personalisation. 

This Milan Summit also included the 29th edition of the ‘Protagonisti del Mare’ (Winners of the Sea), which saw each country reward its best commercial partners.