Costa Cruises is 60

Italy's best soccer club, Juventus, gave an additional kick to the commencement of celebrations in Asia marking Costa Cruises’s 60th anniversary.

Massimo Brancaleoni, Costa Cruises VP of Pacific Asia operations, on May 23, “Today we are so happy to have Juventus as our VIP guests, to show the passionate and romantic Italian style to China and Asia Pacific, as the ultimate gift for Costa’s 60th.” Brancaleoni referred to Costa Cruises and Juventus as “two of Italy’s best loved and recognised Italian brands.”

The event was held onboard Costa Allegre, which was berthed at Ocean Terminal.

Costa is supporting Juventus on its Costa Cruises Juventus Asia-Pacific Tour 2008, during which Juventus will play friendly matches in Hong Kong, Shanghai and Melbourne.

The Italian cruise line positioned its first vessel in Asia, specifically Shanghai, in 2006. Brancaleoni cited that the market response has been so encouraging that they are bringing their second vessel, Costa Classica to Hong Kong in 2009.

Hong Kong Tourism Board (HKTB) welcomed the development. “It will definitely create a new experience for many Asian holiday-makers. Costa has rightly made a long-time commitment to the Asian market,” said HKTB executive director, Anthony Lau. “There is huge potential amongst the region’s growing middle class for cruise holidays for here in Asia and international itineraries. We at HKTB are proud to be associated with Costa who has chosen Hong Kong as its regional base. But we are not surprised because Hong Kong for me years has served a double role for leading international leisure companies.”

Costa, which started as a cargo company, transformed itself into a passenger cruise company in March 1948. Its first passenger ship, the Anna C, set off with 768 passengers from Genoa to South America.

Alessandro de Pedys, consul general – head of mission, consulate general of Italy in Hong Kong, said that when he was growing up, Costa is a household name all over Italy. These days, it is no longer that. “Now it is a name known all over the world,” he said.

Brancaleoni said Costa’s strengths have always been based on traditions, capability to innovate and Italian brand of service.

At present, Costa prides itself in being a first-class international cruise companyand ranked among the world’s best. Management cited that last year, Costa’s total volume of passengers hit 1.1 million, which is a record.

To further mark its 60th year in business, Costa has announced a special anniversary tour of the Mediterranean aboard the Costa Concordia. The sevennight sailing tour of Italy, Spain and Malta leaves from Rome on November 9, 16 and 23.