Emirates Dusseldorf service links two key commercial centres

With the launch of daily non-stop flights to Düsseldorf, Emirates now provides a vital link between Germany's major industrial and commercial centre and Dubai, the Middle East's commercial and financial centre.

The new service, the 57th on Emirates' network, holds tremendous business potential and is expected to see heavy traffic in each direction, especially as Emirates is the first carrier to offer long-haul services in the east-bound direction from Düsseldorf.

With this service, Emirates now operates three daily flights and a total of 23 nonstop weekly flights between Dubai and Germany - to Frankfurt and Munich daily and twice a week to Berlin (through a codeshare with SriLankan Airlines).

Dermot Mannion, Emirates' Chief Director, Finance, IT & Services, who led the inaugural delegation to Düsseldorf, the capital of North Rhine Westphalia, says the city, known for fairs and exhibitions, is "interesting in Emirates' perspective."

"There is considerable parallel with the activities of Emirates and Dubai which is targeting itself to become the largest fairs and exhibitions centre and also the largest centre of high-tech business anywhere between Europe and the Far East. We firmly believe that the launch of this commercial service will serve the objectives of both cities as we expand into the 21st century."

Henry Hasselbarth, Emirates' Regional Manager in north and central Europe, believes the new route will also attract passengers from Belgium and the Netherlands because of Düsseldorf's proximity to these two neighbouring countries. "Business travellers will use the route to the Gulf and the Middle East and, further afield, to the Far East, Africa and Australia," he said.

A ripple effect on leisure traffic to Dubai is also expected. The Lord Mayor of Düsseldorf, who has been to the emirate twice on holiday, says Germans are thrilled by what Dubai offers. "We like the sea and sand, golfing and luxurious hotels, and we do like the friendly people," he said.

"Beyond this, it's easier to go to Australia via Dubai than via Singapore or Frankfurt. Likewise, it's easier to go to India, Sri Lanka and Africa too. Many people who saw ads about the new service called me to say, look there's a new nonstop flight to Dubai. Everybody knows Emirates offers good service."

He says Düsseldorf and the surrounding areas are home to many keen golfers, and "for golfers, Dubai is number one. The big thing is, it's not too far away - if you have to go to Florida, you have a time difference of six hours, while with Dubai it's just two hours. Dubai will also compete against the Canary Islands, southern Spain and Portugal."

He believes summer in Dubai is not less appealing. "You have air-conditioned facilities and beautiful beaches and the prices are lower. You will get more tourists in summer time than Spain does in winter."

The Lord Mayor feels Düsseldorf too offers many attractions for tourists from Dubai and other parts of the Gulf. "We have the Rhine, beautiful countryside, and this could be the starting point for trips to other areas of Germany. The city is a fashion, art and cultural centre... there are five theatres and more than 25 museums and galleries."

He admits the revenue from tourism is not enough. To boost yields from this sector, he has initiated talks with cities along the Rhine. The plan is to offer combined packages. "We got together and said, let's start a new melody. In four to five years, we will be promoting special tourism, that is, a combination of culture, leisure. Besides, we are making a bid for the 2012 Olympics."

Meanwhile, Düsseldorf airport, which sees 16 million travellers a year, is gearing for the opening of its new passenger terminal in July. This will increase the capacity to 22 million, says Düsseldorf International general manager, MatthiasTümpel.