James Rodriguez is staying on as Atlas Ocean Voyages CEOJames Rodriguez is staying on as Atlas Ocean Voyages CEO

Mystic Invest Holding Chairman Mário Ferreira welcomed James Rodriguez's decision to continue as president/CEO of Mystic subsidiary Atlas Ocean Voyages.

'We're so happy,' said Ferreira, speaking to Seatrade Cruise News from the Atlas office in Fort Lauderdale, which he said he was visiting for the first time this year — making the point that 'Everything flows so well' with Rodriguez at the helm, he doesn't have to be present so often.

Rodriguez is part of Ferreira's larger Porto-based company with 32 years in business and a cruise division whose investors include private equity firm Certares.

After joining Atlas in August 2022, he built a strong team to serve the North American market, bolstered the UK and Australia presence and amassed a solid base of future business. With 70% of 2025 already booked a few months ago, Rodriguez began a transition to leave and pursue other opportunities.

Change of heart

Explaining his change of heart, he said friends and family recently returned from Antarctica, aglow from their 'transformative experience' and reminding him how 'truly inspired' his own first expedition with Atlas made him feel. Back then, on his return from Antarctica, Rodriguez strategized how to carry that 'educational, inspirational and immersive' product to non-polar regions

This led to epicurean expeditions and cultural expeditions in the Mediterranean, northern Europe and Caribbean hosted, respectively, by noted chefs, restaurateurs and vintners, and by historians, authors and other local experts.

'Inspiring to be part of this team'

At the same time, over the last couple months he saw the 'momentum of the team' he'd put together, 'with nobody skipping a beat ... It's inspiring to be a part of this team.

'I started getting a little remorseful [about leaving]. It was an inflection moment.'

Using a sports analogy, he likened it to exiting in the first quarter of the game when the team is 'well ahead' yet wanting to see things through.

'Everyone believes in this year-round expedition product. Everyone is working very cohesively ... Our crew and staff on board are really heroes. Guests form a bond with them, especially in Antarctica and the Arctic. We're trying to replicate that with epicurean expeditions and it really is working,' he said.

Stability for travel partners

Staying also ensures stability for the trade.

'When I started, a lot of travel partners took a chance with me [at this new brand]. They knew me and what I've been able to accomplish,' Rodriguez said. (He was part of the founding team at Oceania Cruises and spent many years helping build its success.)

He continued: 'I believe wholeheartedly in the brand, in Mário and Mystic. It's good for the consistency of the business. Any time there are changes, the trade worries.'

Theresa Scalzitti, chief operations officer, Cruise Planners, said she's 'thrilled' Rodriguez will stay 'as his guidance will undoubtedly steer the brand to even greater heights, creating unforgettable journeys for travelers.'

According to Scalzitti, the godmother of World Traveller, 'Rodriguez’s leadership and vision have been instrumental in shaping the success of Atlas Ocean Voyages. His unwavering commitment to excellence and innovation ensures that the future of the company remains bright.'

Higher APDs and revenue milestone

Ferreira said not only is Atlas 70% booked for 2025 but at much higher average per diems than in the past.

'And a great milestone is that we're just shy of reaching $100 million in sales in 2024,' he added, while in 2025 Atlas is on target to grow revenues closer to $120m.

New ship platform?

Mystic Invest had an additional pair of 200-passenger newbuilds planned for Atlas, World Adventurer in 2026 and World Discoverer in 2027. However, Ferreira disclosed the series will end with the 2025 newbuild that's going to Windstar Cruises as Star Seeker as the company eyes a different platform.

'We have ideas ... We want to grow the Atlas brand. That doesn't mean we will continue with the same model,' he said, though the ships will be expedition style.

Ferreira said: 'We are very happy with Atlas expeditions and the way it's going. Our expedition teams are some of the best in the world. We have several years of flawless expedition activity.' He pointed to four ships in Antarctica. (One of them, 2019's World Explorer, first in the Mystic series, operates there on charter to Quark Expeditions and will be going to Windstar in 2026 as Star Explorer).

New builder?

As for continuing to build at WestSea Viana, the Portuguese yard is 'very busy.' Besides Star Seeker, it's constructing river vessels AmaSintra for AmaWaterways and Viking Gyda for Viking, on behalf of Ferreira's DouroAzul division.

So Mystic Invest may have to seeks bids from other yards for a new Atlas platform.

Priority to open more itineraries

With 2025 so well-booked already, Rodriguez said his priority now is 'getting ahead and releasing more itineraries' to meet strong market demand. Deployment is currently open through 2026. Come February, Atlas intends to release itineraries into 2027.

Deployment will be 'fairly consistent,' though Atlas hopes to work in longer port stays. Also, due to the tangle of regulations and new operating costs/taxes in northern Europe, the brand will have to be 'more creative' when it comes to Norway and Iceland.

There are new restrictions in Svalbard and the Norwegian Fjords, and the future of expedition cruising in Greenland remains a question mark.

In late 2026, Atlas will operate in Canada for the first time when repositioning from Europe to Antarctica. Instead of going via Lisbon to the Canary Islands, then on to Ushuaia, the line will test routing via Canada, Bermuda and the Caribbean.

25% repeat customer rate

Rodriguez said the polar regions draw younger customers to cruising — people who never would have considered it before. Once they experience Antarctica on a small ship, they're enthused about trying warm-weather destinations.

Atlas has a close to 25% returning customer rate, 'another testament,' Rodriguez said, to how well this young brand is doing.