Originally using the marketing theme, "Cruising Italian style" Costa Cruises has long been known for its Italian ties, and tends to appeal to both the international as well as U.S. cruise markets. Costa offers a wide variety of itineraries throughout Europe in spring and summer months and is known as "Europe's # 1 Cruise Line." During fall and winter Costa's fleet returns to the Caribbean, and also offers South America and Canary Island group cruises.

Costa's ships offer a European flair, and Italian style themes with the use of extensive marble in their designs. In addition, Costa offers casual supper clubs aboard their ships in addition to their traditional two seatings in the main dining room featuring Italian accented cuisine.

Ships within the Costa fleet (which will number 11 ships in 2006) vary in size as well as passenger capacity; the Costa Fortuna and Costa Magica for instance, range 85,000 grt, and handle approximately 2,114 guests. The Costa Magica, Costa's newest ship, is positioned to appeal to the North American market. Currently Costa's ships offer cruise programs up to 21 nights, have a heavy concentration in Europe, but also travel to other destinations. Itinerary destinations include the Eastern and Western Caribbean, Trans Atlantic, Eastern/Western Mediterranean, Baltic and Russia, Fjords, North Cape, Scotland, Iceland, and South America.