Once considered a luxury reserved for the elite, cruise tourism is now undergoing a transformation. As companies look to expand beyond traditional routes, the Arabian Gulf is fast emerging as a top destination. At Arabian Travel Market (ATM) 2025, The Brew News Managing Editor -Shaneer N Siddiqui, caught up with Lee Haslett, Chief Commercial Officer of Celestyal Cruises. In this candid, Haslett reveals how Celestyal Cruises is bringing cruise holidays to the masses by focusing on accessibility, short-term packages, and regional partnerships.
The Brew News: Traditionally, cruise tourism was associated with the Caribbean and the Mediterranean. How do you view the Arabian region’s potential as a growing cruise market?
Lee Haslett: We genuinely believe that over the next 5 to 10 years, the Arabian region—especially the UAE—will become the fastest-growing cruise market in the world. The ports here, including Dubai, Abu Dhabi, and Qatar, have world-class infrastructure. Couple that with the region’s investment in tourism and diverse onshore experiences—ranging from cultural attractions to desert safaris—and you’ve got a complete travel package. That’s why we made the bold move to position our entire fleet here from November to March last season. The response was overwhelming; we were oversubscribed, with most sailings running at full capacity. Short cruising is gaining popularity, and travellers now want to go beyond Dubai to explore Ras Al Khaimah, Oman, or Bahrain—something that’s easily done in a 4–5 night cruise.
The Brew News: Cruises used to be expensive and long—typically 15 days. What’s driving the trend towards shorter, more affordable packages?
Lee Haslett: The shift comes largely from changing consumer demand. In Europe, especially the UK and Germany, we’ve seen a strong appetite for winter sun destinations. Traditionally, options were limited to the Caribbean or Australasia. But now the Arabian Gulf offers a fresh alternative, particularly for those who want a shorter break. We found that 10% of our guests last season were first-time American cruisers, which is a big shift. People are combining 2–3 nights in Abu Dhabi or Dubai with a 4-night cruise. It’s more flexible, accessible, and the smaller ships—ours carry about 1,000 guests—offer a more intimate and immersive experience.
The Brew News: If cruises are becoming more affordable and accessible, is there a concern about diluting the luxury brand image?
Lee Haslett: Not really. We don’t position ourselves as a luxury brand; we see Celestyal as a contemporary cruise line. Our focus is on providing value for money and enriching experiences. We’re democratising cruising—making it available to more people without compromising on quality. Both our ships have been recently renovated. One just came out of the shipyard, so the onboard experience is still top-tier.
The Brew News: What is your current operational window in this region?
Lee Haslett: We’ve just completed our first winter season, operating from November to March. Due to the success, we’ll be returning in December with two ships running until the end of March. It’s a seasonal deployment aligned with regional climate and travel demand.
The Brew News: From a business perspective, how was your first season?
Lee Haslett: It exceeded expectations. We surpassed our forecast by 34%. Many of our sailings, including New Year’s Eve, were fully booked and even oversubscribed. The demand for cruises in this region is strong and growing.
The Brew News: Have you customised the onboard experience to cater to specific regional or cultural preferences?
Lee Haslett: Yes, absolutely. Our ships host a diverse mix of passengers—from India, China, Japan, the UK, Australia, and more. For large groups of a specific nationality, we adapt the experience. For instance, we provide halal dining options, language-specific shore excursions, and even create tailored “ship within a ship” environments. It’s this flexibility that sets us apart, especially on smaller ships.
The Brew News: How supportive have the regional governments and authorities been towards the cruise industry?
Lee Haslett: The partnerships here have been exceptional. We’ve signed a three-year homeporting agreement with AD Ports and Visit Abu Dhabi, and another three-year collaboration with Visit Qatar. We’ve also partnered with Ras Al Khaimah Tourism to offer unique experiences there. These partnerships are vital for success in cruise tourism—you need ports, airlines, and local support. The region’s stakeholders have been incredibly cooperative and forward-thinking.
The Brew News: Do you see the Arabian cruise market eventually competing with the Caribbean or Mediterranean markets?
Lee Haslett: Not with the Mediterranean—because that’s more of a summer destination. But absolutely, the Arabian Gulf can compete with the Caribbean during winter. It offers a compelling alternative: rich culture, excellent weather, and modern infrastructure. That’s exactly why we’re here early—to get a first-mover advantage in what we believe will be a booming cruise market.
