I'm sure there is a team of sales professionals whose job it is to grow the business. I'm not an expert on cruise marketing but if you want to grow sales you have to go to the larger markets with people interested in your product. Without doing market research, the US seems like the obvious market to go after. Given that only 6% of Americans have Italian heritage, that's not something I would play up to a US audience. It's a shame that the things we like often change in the name of chasing a buck, but in business the old adage is true, if you're not growing, your dying.