The Costa Global Summit, Costa Cruises’ first exclusive event, took place on 11th December at the iconic Allianz MiCo in Milan.
The event featured the presence of CEO Mario Zanetti, the company’s leadership team, and a broad representation of employees. Welcoming over 2,500 attendees, including key partners, travel agents, and special guests, the Summit provided the stage to unveil Costa’s 2025 innovations and showcase the brand’s evolution, focusing on its ability to create wonder.
During the evening, the concept of wonder was explored through four key dimensions: the evolution of the brand positioning, focusing on rediscovering wonder in travel experiences; new and spectacular Sea Destinations designed by Artistic Director Luca Tommassini; the significance of the ship for personalized experiences — from design and comfort to gastronomy and sustainability — and the use of advanced technologies like the Customer Data Platform to tailor the travel experience.
The Summit opened with the introduction of the innovative vision of Effortless Wonder, redefining the vacation concept and forming the core of the brand’s identity. In a world where creativity and surprise are increasingly rare, Costa blends discovery with relaxation, crafting unforgettable experiences both onboard and ashore. These experiences balance emotion and simplicity, enabling guests to reconnect with the world and themselves.
Embracing the identity of Wonder Makers, Costa reaffirms its mission: to transform every moment into an experience filled with wonder, leaving travellers inspired, rejuvenated, and, above all, speechless. The event also highlighted the evolution of the “Speechless” creative platform, developed in partnership with LePub, the creative agency of Publicis Groupe.
“Costa Crociere is a company with 76 years of history, but always forward-looking,” said Mario Zanetti, CEO of Costa Cruises.
“Our challenge for 2025 is to revolutionize 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. Cruises are growing rapidly, with nearly 32 million guests worldwide, but they represent just 2% of global travellers. This offers immense growth potential, 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 decarbonization.”
One of the standout innovations presented was a new season of Sea Destinations — immersive experiences in unique marine locations that redefine Costa’s offerings. These new proposals have been made even more spectacular through the collaboration with Luca Tommassini, Costa’s Artistic Director, who has reimagined these destinations to reveal moments of authentic beauty. Guests can expect unique experiences such as discovering ancient oasis traditions in the Gulf of Oman with enchanting dances and music inspired by “One Thousand and One Nights” or attending an exclusive moonlight party in the Caribbean Sea.
“Bringing to Milan some of the experiences we are designing for Costa’s guests in the world’s most beautiful places was truly special. The concept of Sea&Land Destinations captivated me because it offers guests the chance to explore extraordinary places both ashore and onboard, celebrating iconic locations and amplifying the sense of wonder. My approach to designing Sea Destinations was to bring the colours, sounds, tastes, and dances of these places to the ships in a modern and bold way, creating moments that leave an indelible mark in the minds of those who experience them,” said Luca Tommassini.
The event also emphasized the centrality of the ship and onboard experiences, expressed through design, comfort, technological innovation, culinary offerings, and sustainability. These elements seamlessly blend to create a unique Costa cruise experience. Digital technology integration enhances the aesthetic appeal of the ships while reinforcing sustainability efforts, such as improving energy efficiency, reducing food waste, and redesigning itineraries to minimize environmental impact. Costa’s partnership with AON also supports stress-free vacations, ensuring guests can focus on experiencing effortless wonder.
New solutions were also unveiled, including redesigned cabins aboard Costa Deliziosa. These spaces have been transformed into more iconic and welcoming environments to enhance guest comfort. The new suites, designed by Luca Zaniboni of Dordoni Architetti, represent a significant evolution, drawing inspiration from luxury nautical design. Using premium materials like mahogany and fine fabrics in a blue-toned palette, the suites reimagine space to create a modern, cozy atmosphere reminiscent of prestigious Italian yachting brands.
The importance of comfort in the cruising experience was highlighted by a special ambassador, Bruno Barbieri, one of the world’s most awarded Italian chefs and a hospitality expert. Barbieri guided the audience on a sensory journey through comfort, design, and sustainability aboard Costa’s ships, showcasing how the entire cruise experience embodies “wonder”.
Sharing his unique perspective of ocean hospitality, Barbieri discussed how a cruise combines environmental responsibility, such as reducing food waste and producing water onboard, with exceptional comfort. Reflecting on his early experiences in ship kitchens, Barbieri marvelled at the evolution of this ideal vacation, where guests are gently rocked by the sea, enjoy refined and cozy cabins, and explore new destinations daily.
“Every Costa cruise is more than just a journey; it’s a perfect blend of comfort, impeccable service, design, and sustainability. Onboard hospitality engages all the senses, creating an environment where the sea gently cradles you, cabins become perfect sanctuaries, and every detail is designed to deliver exceptional comfort. With Costa, I’ve witnessed how the evolution of hospitality at sea combines the beauty of destinations, service quality, and environmental respect to offer each guest a truly wondrous experience,” said Bruno Barbieri.
Another culinary highlight came from celebrated chef Angel León, known as the “Chef of the Sea”.
Alongside Barbieri and Hélène Darroze, León brings culinary excellence to Costa’s ships. With three Michelin stars and a Green Star, León’s revolutionary vision of marine cuisine leverages sustainable and innovative techniques. From ingredients like samphire and plankton to bioluminescent elements, León’s dishes reflect a deep connection with the marine environment. His approach anchors the Archipelago restaurant aboard Costa ships, where guests can taste three distinct menus crafted by the trio of chefs. Archipelago celebrates the connection between the ship, the surrounding world, and the territories visited, delivering a unique and immersive gastronomic narrative.
Costa’s strategic partnership with Adobe supports its digital transformation journey, employing advanced marketing technologies like the Customer Data Platform. Costa’s customer experience is becoming increasingly omnichannel and personalized, adapting to individual preferences. Leveraging AI to create high-quality creative assets, Costa aims to balance innovation with personalization, delivering messages that resonate with consumer expectations while enhancing the brand’s identity.
The plenary session concluded with a performance by Urban Theory, a globally renowned collective of Italian dancers and artists. Their show, designed specifically for Costa, merged the digital and live worlds to create a unique experience through dance.
The event culminated in the “White Moon Party”, a spectacular show created by Luca Tommassini to highlight one of Costa’s new Caribbean Sea Destinations, which guests can enjoy starting this winter. The party was further energized by a DJ set from award-winning musician and producer Purple Disco Machine.
(At the Costa Global Summit, the company unveiled its strategy and key innovations for the upcoming year – Costa Cruises)
Tags: Costa Cruises
Appeared first on: Latecruisenews.com
