The dealers can be pretty competitive when it comes to fitting cruise. I paid £140 to have it fitted to my previous Passat, so I wouldn't expect it to be any more than £200 now. I think it is more difficult on later cars tho' due to the stalk being different. If your main beam stalk stays pushed forward when you turn it on, as opposed to springing back to the central position as it does on later cars, you should be ok.
As for Bluetooth, there is a really good fitting guide in this section. You can buy a plug and play kit from ebay for around £200. It will need coding, but that is just a matter of ticking a box. If you print off the screen shots from the fitting guide, anyone with VCDS will be able to do it in 5 minutes. Unfortunately the dealers won't do it. I've tried to get them to change settings on my cars, but they'll have none of it.