Mark Hopper has been appointed sales director for the UK and Ireland, as the Spanish theme park prepares to open its Ferrari Land attraction in April.
Hopper will be tasked with increasing visitor numbers from the UK to the attraction near Barcelona.
He said: “I’ve been given an amazing opportunity to play a part in the growth of the already significant visitor numbers from the UK and Ireland.
“With over 30 years’ working for tour operators and bed banks, I’m ready to take on this latest challenge and look forward to being part of PortAventura’s team at this exciting time for the brand.”
Hopper has previously worked for Sunhotels, Bedsonline, Getabed and Hayes & Jarvis.
PortAventura’s new attraction will be the first Ferrari-themed park in Europe and will feature a vertical accelerator ride, which is being billed as “the highest and fastest rollercoaster in Europe”.