By
Alex Smith |
Costa Cruises’ first ship Anna C successfully completed its maiden voyage from the company’s headquarters in Genoa, Italy, to Buenos Aires, Argentina, in March 1948. Just over 76 years later, the brand remains the only Italian-flagged cruise line in the world and now operates nine ships and visits almost 200 ports across five continents. Wherever in the world it is sailing, Costa’s primary aim is the same.
“Our goal is to make our guests happy by offering unique experiences, both onboard our vessels and onshore in the destinations we visit,” says Davide Truscello, the brand’s pricing, itinerary and revenue planning director.
To achieve this aim, Costa evaluates multiple factors to determine whether a port or destination is suitable for its itineraries. “Safety and security are always the first elements we focus on,” says Truscello. “We also consider port accessibility, the nautical feasibility of our preferred routes and regulatory compliance. We work with our decarbonisation department to ensure our route planning processes align with company’s environmental targets too.”
For example, if possible, Costa chooses ports where its ships can connect to shore power to reduce emissions. However, this is challenging because relatively few ports have the infrastructure to provide shoreside electricity to cruise ships.
“The cruise industry has proactively implemented shore power – 147 of the ships in the Cruise Lines International Association member fleet can already connect to shore power – but ports aren’t making progress as quickly,” says Truscello. “In the Mediterranean, which is our main destination, the only port currently providing shore power is Valletta in Malta. However, ports like Barcelona in Spain and Genoa and Savona in Italy are set to follow soon.”
Another fundamental aspect of itinerary planning is to find diverse destinations that meet the ever-evolving expectations of guests. “We listen to our customers’ preferences and continually improve our itineraries by going to new and exciting destinations worldwide,” says Truscello.
In summer 2024, for instance, Costa introduced a new ‘fly and cruise’ offering in Greece and Turkey. “It was a great success, so we’ll repeat it in summer 2025 and 2026,” says Truscello. “We also debuted seven-day ‘fly and cruise’ itineraries to the Canary Islands, and we’ll introduce similar voyages with direct flights from Europe to some of the most beautiful destinations in Asia from November 2025 to January 2026.
“We’ll offer two different itineraries onboard Costa Serena with embarkations in Singapore, Hong Kong and Japan’s capital, Tokyo. One will focus on exploring the rich traditions and modern cities in Japan, while the other will explore the diverse landscapes and cultures of Southeast Asia.”
Costa has designed several activities specifically for couples, including a food markets tour in Palermo
Costa has developed a range of shore excursions to fully immerse guests in the destinations they visit. Many are tailored to meet the needs and interests of its main target groups: families and couples.
“This summer we launched new family-friendly tours in the Western Mediterranean, designing separate programmes for children aged three to 13 and for those aged 14 to 17,” says Truscello. “The slow-paced excursions for younger children include both moments of fun and rest, while the programme for teenagers focuses on adventure and autonomy. They can enjoy activities like Instagrammable walks in Naples, Italy street art tours in Marseille, France, and surfing in Cagliari, Italy.”
There are also “extraordinary experiences” for couples looking for “something special”, says Truscello. “In Italy, for example, couples can join a tour of food markets in Palermo or go snorkelling at the sunken city of Baia in the Campi Flegrei.”
In summer 2024, Costa introduced ‘Sea Destinations’ to enable guests to participate in unique onboard experiences connected to the destinations they will visit during their cruise in the Mediterranean or Northern Europe.
“We offer these experiences both before and after the guests have been onshore,” says Truscello. “For instance, guests can enjoy a typical caprese breakfast while sailing past the spectacular Faraglioni Rocks of Capri island before disembarking in Naples. Alternatively, when they re-embark after visiting Ibiza in Spain, guests can celebrate with a chic sunset party in Formentera bay. Following their success, we’ll also provide Sea Destinations in the Caribbean and the United Arab Emirates this winter. These innovative experiences help our guests see destinations from an unprecedented and unique perspective.”
Discover more insights like this in the 2025 issue of Cruise & Ferry Itinerary Planning. Don’t miss out - subscribe for FREE and get the next issue delivered straight to your inbox.