Costa Cruises is a European Experience

Costa Cruises flips the American cruise experience of Broadway-style shows, American dining patterns and an overall comfort-first atmosphere that feels like home on its head — and that’s precisely what Costa’s European cruising experience makes it so appealing to certain travelers.

With more than 75 years of maritime history, Costa leans confidently into its heritage as the only Italian-flagged passenger cruise line. Approaching things the Italian way translates into the overall onboard experience, including the food, ambiance, entertainment and general rhythm of goings-on. For advisors looking to differentiate their European cruise recommendations, Costa presents something refreshingly unique.

The Italian cruise line is currently looking to make a comeback with North American travelers, having pulled back its marketing efforts in the U.S. and Canada, and pressed pause on sailing its operation in Florida when the pandemic hit in 2020. For now, the company is turning to travel advisors to get its message out there, foregoing any direct-to-consumer efforts for the time being.

I recently sailed aboard the Costa Smeralda on an eight-night Western Mediterranean itinerary that sailed roundtrip from Rome, stopping in ports such as Genoa, Naples, Cagliari, Marseilles and Barcelona. Costa Smeralda is one of the line’s newer vessels, which first debuted in 2019 and, along with flagship Costa Toscana, boasts its most cutting-edge design and technology.

Authentic European Vacations at Sea

One of the first things North American guests will notice is that Costa doesn’t attempt to Americanize the onboard product. Instead, the brand embraces its identity as a multicultural, multilingual floating resort. Guests hear announcements in several languages, dine alongside Europeans from across the continent and enjoy entertainment that reflects a much broader cultural mix.

For the right type of traveler, this isn’t a drawback — it’s the very reason they choose Costa. Advisors can position the line as an excellent fit for internationally minded clients who value immersion over insulation, particularly frequent travelers to Europe, culture seekers and those who enjoy a sense of discovery beyond the ports themselves.

Costa Smeralda's stylish public spaces are reminiscent of an Italian resort. — Costa Smeralda’s stylish public spaces are reminiscent of an Italian resort
Photo Credit: Costa Cruises

Port-Intensive Itineraries

Costa’s itineraries can be strong selling point, especially for North American clients hoping to make the most of their time overseas. The line’s Mediterranean and Northern Europe routes tend to minimize sea days and maximize port calls, creating efficient, destination-intensive vacations. Travelers will notice a mix of marquee cities and lesser-known gems featured within the span of a week, making Costa an excellent option for clients who want to experience a sampling of European cities, or who want to pair a cruise with a pre- or post-cruise land stay.

Unlike many other lines that sail the region, Costa voyages in the Mediterranean run year-round. Costa also pioneered the practice of flexible embarkation and disembarkation, allowing travelers to choose which port along the route they board the ship from. This means people will be getting on and off their week-long cruise at every stop along the way, which can also be a foreign concept for those accustomed to the American style of cruising.

Staterooms aboard Costa Smeralda reflect iconic Italian design and locations. — Staterooms aboard Costa Smeralda reflect iconic Italian design and locations
Photo credit: Costa Cruises

Onboard Italian Hospitality

Italian hospitality plays a major role in shaping the onboard atmosphere. Service tends to be warm, friendly and expressive, with a casual, family-oriented vibe that mirrors what travelers might encounter in Italy itself. Many European families sail Costa, creating an environment that feels lively and communal rather than formal or restrained.

Advisors can frame this as a benefit for clients who appreciate warmth and energy on vacation — especially multi-gen families, younger travelers and groups who prefer a more spirited ambiance.

*Costa Smeralda boasts 11 restaurants, and 19 bars and lounges. – Photo credit: Costa Cruises*

Mediterranean Culinary Experience

Dining is one of Costa’s self-proclaimed strong suits, and one of the easiest things for advisors to use as a selling point. Menus feature fresh pasta, bakery items made daily, regionally inspired dishes, and abundant seafood, along with specialty offerings crafted through partnerships with Michelin-star chefs such as Bruno Barbieri and Ángel León. Costa’s culinary approach leans heavily Mediterranean, with later dining times and lighter portions than many Americans may expect.

For foodie clients or travelers who love Italy, this is a major advantage — and setting expectations upfront ensures they’ll appreciate the authenticity.

Costa Cruises' onboard food experience is heavily influenced by Mediterranean cuisine and European dining styles. — *Costa Cruises’ onboard food experience is heavily influenced by Mediterranean cuisine and European dining styles – Photo credit: Costa Cruises*

Alternative Entertainment Styles

Entertainment onboard follows the same European-forward approach. Instead of the Broadway-style productions typical on U.S.-operated ships, Costa features artistic shows, acrobatics, live music with international flair, themed nights and dance parties, and lively evening gatherings that evoke the feel of a buzzing Italian piazza. Ships stay active well into the night, which is ideal for travelers who prioritize nightlife, social energy and cultural experiences over traditional American-style productions.

Advisors can guide clients accordingly by identifying whether they want vibrant evenings or something more subdued.

The Colosseo theatre-in-the-round aboard Costa Cruises' Costa Smeralda. — The Colosseo theatre-in-the-round aboard Costa Cruises’ Costa Smeralda.
Photo credit: Costa Cruises

Italian-Designed Ships

The ships themselves reinforce Costa’s Italian identity. Modern vessels like Costa Smeralda and Costa Toscana feature contemporary design, piazza-style spaces, panoramic decks, and the distinctive Colosseo atrium with its immersive LED shows. Many venues evoke the feel of stylish Italian resorts, appealing to clients who appreciate thoughtful design, open-air living and Instagram-worthy environments. For travelers who care as much about ambiance as itinerary, this can be a major differentiator.

Strong Value Proposition

All of this comes with a surprisingly attractive price point. For North American travelers, Costa itineraries can be significantly more affordable than comparable cruises on U.S.-market lines, especially outside of peak summer season. Advisors can position Costa as an “authentic Europe experience at a great price,” emphasizing that guests often reinvest those savings into upgraded excursions, land extensions or higher-end accommodations. It’s worth noting, however, that things like beverage packages may not come with all of the usual inclusions that Americans have come to expect.