Bustamante reflects on career change: Princess executive says new position provides opportunity in successful tourism company.

• Author: Stomierowski, Peg
• Position: VIEW FROM THE TOP

Bruce Bustamante, vice president of community and public affairs for Princess Cruises and Tours, was president/CEO of the Anchorage Convention & Visitors Bureau (ACVB) for seven years before joining Princess, and was involved in two campaigns to bring the city's new convention center to fruition.

Prior to working for ACVB, Bustamante spent 17 years with Alaska Airlines. He was transferred to Anchorage as regional sales director and managed three offices from 1992 to 2000. Bustamante has a bachelor's degree in business administration/marketing from the University of Alaska Anchorage, and is married with two children.

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ABM: How is your transition to Princess going, and what drew you to make the change?

Bustamante: I've been with Princess Cruises and Tours more than a year. The transition has been very smooth. There's a great culture of cooperation, and employees have been extremely accommodating.

The decision to join Princess came from a desire to work for a successful company and still stay in the tourism industry. For the 17 years I've been involved in Alaska tourism, Princess has enjoyed a tremendous reputation, and its diversity of investments creates a significant economic contribution in the state.

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ABM: What are the strengths, weaknesses, obstacles and threats to doing business in Alaska?

Bustamante: The "Alaska experience" cannot be found anywhere else. Alaska's mystique stirs imaginations--whether it's the natural beauty, history or culture. People come away extremely satisfied. Our threats stem from other destinations, especially cruise destinations that are making entry and operations easier for the cruise lines. An obstacle could be limited access. While many people want to experience Denali, there are limits to park access and not everyone will have the opportunity to go deep into the park. That's why the South Denali Visitor Center project is so important to tourism growth.

ABM: What does corporate responsibility mean for you?

Bustamante: It relates to a company's conscious effort to engage in communities that it serves or invests in. Especially important to Alaskans is how a company treats the environment. Princess Cruises and Tours make it a priority to be a responsible steward. For example, the wastewater treatment systems aboard our cruise ships produce cleaner water than most...