Sands joins Viva as a consultant following a more than 10-year spell with Riviera Travel.
Viva credits Sands with playing "a pivotal role" in developing the Riviera brand in Ireland, adding his "extensive knowledge of the market and strong relationships within the travel trade will be instrumental in expanding VIVA Cruises’ presence in the region".
The line said the appointment reinforced its "ongoing commitment to the Irish market" and its dedication to investing in it and working collaboratively with the Irish travel trade.
