ATN speaks to Costa Cruises sales and marketing director for AP operations, Dario Rustico, as the cruise line embarks on its fourth winter season in Dubai.
This winter has seen Costa Cruises ramp up its presence in Dubai — a cruise hub where the operator has homeported for four years.
For the 2009/2010 programme, the cruise line opened with Costa Luminosa, described as “the most elegant” of its cruise ships, which entered service in April 2009 and is homeporting in Dubai for the first time until April 2010, operating seven-day itineraries in the Gulf.
And from this month, Costa Luminosa will be joined by sister ship Costa Deliziosa, which during its inaugural cruise, will become the first ship to be christened in Dubai.
Costa Crociere Pacific Asia operations sales and marketing director Dario Rustico said the estimated impact of the cruise line’s forthcoming winter season in Dubai with the presence of three ships (Costa Europa will also sail from Dubai) was 14 million euros, comprising some 140,000 Costa guests. Here he chats to ATN about the prospects for Costa in the Gulf.
ATN: Why did you decide to deploy your top-of-the-range ships in Dubai this season?
Costa Cruises was the first operator to believe in the value of this new cruise destination and the appreciation of the destination by the public is increasing. For the 2009/2010 winter season, bookings to date are in line with the increase of the offer, which was 40% over last winter, thanks to the positioning in the area of three ships.
ATN: What benefits will the new Dubai cruise terminal bring to Costa?
Costa’s passenger movements in Dubai increased from 44,000 in winter 2006/2007 to 140,000 in winter 2009/2010. Costa Cruises’ ships have generated substantial and growing business for the emirate of Dubai and the other ports of call on the itinerary.
ATN: What further growth are you targeting for 2010-2011 and 2011-2012?
Deployment for 2011 and 2012 is not yet ready. It is currently being finalised and will be released to worldwide markets by the end of January (at time of press). At this stage we can say Dubai will continue to see the latest ship generation deployed there.
ATN: What does Dubai need to do to attract further business from Costa?
Together with our Preferred Sales Agent (in Dubai) Alpha Tours, Costa will conduct a series of training seminars for travel agencies to improve their overall knowledge of our brand, our destinations and our product.
We will also promote fly-cruise options and increase the awareness of Costa Cruises as an attractive holiday option. Furthermore we have tailor made many sales tools and gadgets for the UAE and have printed more than 100,000 brochures [for distribution].
ATN: Are you looking at other cruise hubs in the Gulf?
We always look at possibility to expand in the region. Abu Dhabi could be a new interesting homeport to be developed in the future
ATN: What do other cruise hubs in the region need to do to get your business?
They need to be attractive to consumers, easy to reach, have modern infrastructure in place and have the potential to generate guests locally for the type of vacation we offer.
About Dario Rustico
Dario Rustico joined Costa Cruises in 2002 and helped develop the emerging markets department as its supervisor. Since July 2005 he has helped the position of director of sales and marketing Pacific Asia operations.
COSTA CRUISES FACTS
- Costa Luminosa is homeporting in Dubai for the first time this winter
- Costa Deliziosa will be christened in Dubai this season during its grand inaugural cruise
- The estimated impact of the cruise line’s current winter season in Dubai is 14 million euros
- 140,000 guests will cruise on Costa’s cruises from Dubai this season