Luis Valencia is one of the principal managers of PortAventura World, the leisure and tourism conglomerate that includes the world-famous theme park of the same name. During our chat with him, you will discover the ins and outs of the top management of a world-leading resort and theme park, which has employed some 15,800 people and contributes 1,382 million euros to the GDP of Catalonia, where it is located. In addition to the economic impact of this giant of entertainment destinations, there is also the social work it carries out through its own foundation and collaboration with many other social institutions. Don’t miss it.
Amusement Logic: After studying industrial engineering, what led you to start your career at PortAventura World?
Luis Valencia: I began my working life in the world of engineering at the service of general industry. At that time, I was in charge of managing projects of this type, until PortAventura World hired the company I worked for to provide services for the construction of the current Caribe Aquatic Park. A world of possibilities opened up to me, in which creativity and engineering could be combined and where decisions were not so much conditioned by external procedures, but where the engineering concept could be developed in all its aspects with no limits other than science and technique; without forgetting earthly issues such as budget and deadline and also reaching very high levels of precision, safety and quality. The project ended, but sometime later the possibility arose of joining PortAventura World for the development of new projects and I didn’t think too much about it. From then until now, no regrets at all. Quite the contrary.
A.L.: What is it about PortAventura that you haven’t changed your job in 18 years?
L.V.: Very easy: if we add to what I have just said that the result of your work is the creation of leisure and entertainment experiences and not a manufactured product (with all due respect to the world where I started), you get the perfect cocktail, professionally speaking: you can apply your knowledge and professional experience to the fullest extent to get people to have fun. I couldn’t ask for more.
A.L.: Throughout your career at PortAventura World, what have been the biggest challenges you have faced and the achievements you are most proud of?
L.V.: All the projects at PortAventura World are challenges, from the point of view that they are unique: they have generally never been done before and are unlikely to be done again. If there is one that stands out in terms of technical complexity, volume and difficulty in terms of fitting in with what already exists, I would say that it is Ferrari Land. It really meant an extra effort compared to the rest of the projects. In terms of pride, I would say that of all the achievements made, none to a greater or lesser degree. They are all very special in one way or another.
A.L.: What role has technology played in your development strategy and how has this impacted the visitor experience?
L.V.: Technology is a key element to achieve our purpose: to generate unforgettable experiences with a positive impact on the environment. Technological evolution allows us to create unique and increasingly spectacular experiences. After all, the enjoyment and satisfaction of our visitors depends to a large extent on the application of technology with very high levels of originality, innovation and quality.
A.L.: Can you share any recent innovations that have been particularly significant for the park?
L.V.: Uncharted: The Enigma of Penitence is our latest big project; we launched the attraction just over a year ago. It is a totally different experience to what people have been able to discover so far at PortAventura World, a completely indoor attraction, immersed in the world of the Uncharted treasure hunt. Its design was a great challenge for us when it came to demonstrating that we wanted to go further. We wanted to give our visitors the feeling that they were experiencing an exciting and unique adventure. To achieve this, Uncharted has a ride that doesn’t follow a linear path or the same continuous speed, so we wanted to constantly surprise everyone along the way. And apart from this, the attraction has the first sideways drop in Europe, one more aspect to highlight in the innovation and the constant challenge we set ourselves, to provide the best experience without leaving anyone indifferent.
A.L.: In terms of sustainability, how has PortAventura World’s strategy evolved and what initiatives would you highlight?
L.V.: At PortAventura World, it is clear to us that successful tourism activity is compatible with being sustainable. That is why our DNA bears the hallmark of a sustainable company and we are very proud of it. Since our opening in 1995, we have carried out all kinds of initiatives to achieve our purpose: to create experiences that have a positive impact on people, the environment and the planet. In 2008 we joined the United Nations Global Compact initiative, actively participating in the implementation and dissemination of the 10 Principles among our different stakeholders. Also, in 2015, we launched a plan to implement the achievement of the United Nations Sustainable Development Goals.
Also, as of November 2022, we are a B Corp company, that is to say, we are part of a group of companies that represent the most advanced sustainable and regenerative business model in the world. Not only that, but we were also the first resort to receive this recognition.
One of our latest actions has been the commissioning of PortAventura Solar, the largest photovoltaic plant for self-consumption in a holiday resort in Spain, consisting of more than 15,000 solar panels that provide a third of the energy the resort needs to operate.
In the same way, we set social objectives to improve the experience of our visitors and a better working environment for our employees, and annual governance objectives that seek to achieve better results in terms of equality, sustainability and a greater ethical vision of the company.
A.L.: How do you manage visitor feedback and what changes have you implemented based on their suggestions?
L.V.: At PortAventura World, people, and therefore visitors, are at the centre of our operations. In order to offer them an unforgettable experience, we listen to them and actively attend to all their suggestions, requests and preferences, not only about our attractions, but also about our entire hotel offer, shows, restaurants and much more. In addition, a couple of years ago we created an internal team dedicated exclusively to them. We have different tools and channels for customer service, efficient and accessible, so that they can send us all their doubts and suggestions. If anything is possible to improve your experience to the maximum, you can be sure that it will be taken into account.
A.L.: What are the key elements to ensure that every visit to PortAventura World is memorable?
L.V.: Going back to what we said earlier, innovation, improvement and continuous evolution of PortAventura World is essential to provide the greatest possible satisfaction to all our visitors and increase the likelihood of repeat visits in the future. Our wide range of entertainment, accommodation, dining and fun options means that people feel that each visit is personalised to their tastes and preferences as much as possible.
Also, in this way, there are many details, large and small, that make it really difficult for visitors to identify what they liked most about their experience with us, and that’s what we strive for.
A.L.: How is PortAventura positioned in the global theme park market and what is your vision for maintaining its competitiveness?
L.V.: We are considered to be one of the world’s leading theme parks. But PortAventura World is not just a theme park, it is so much more. We are a resort full of leisure, experiences, fun and accommodation of all kinds.
We are aware of the great competition out there and our way of dealing with it is to constantly improve ourselves. Improving in terms of innovation, experiences and technology brings us closer to continue positioning ourselves at the top of the rankings of theme parks globally.
But, in addition, a point that sets us apart from our competitors is our unique location, a destination in an unbeatable climate and in a perfect setting on the Mediterranean coast. Everything that surrounds PortAventura World makes us unique.
A.L.: What impact do you think PortAventura World has had on the local economy and community?
L.V.: The repercussion of PortAventura World on the people around us is enormous and has had a very positive impact not only in Tarragona but throughout Catalonia. Just look at the figures: in Tarragona we have employed around 14,000 people and 15,800 in Catalonia as a whole. In economic terms, we contribute 1,382 million euros to Catalonia’s GDP. In addition, we maintain a very close relationship with the surrounding community, especially the local community, participating in different meetings and supporting various initiatives, as one of the main economic and social drivers in the territory.
The Resort has also played a fundamental role in the consolidation of the Costa Dorada as an exceptional tourist destination and we have helped to put this beautiful corner of the Mediterranean on the map.
A.L.: Does the PortAventura Foundation represent one of your contributions?
L.V.: Of course. The aim of the foundation since its inception in 2011 has always been to contribute to the welfare of society and to improving the quality of life of people at risk of social exclusion, especially children and young people.
Thanks to the PortAventura Foundation, we carry out various actions and initiatives acting with them directly or together with their families, and also by supporting other foundations or local institutions such as the Fundació Casa Sant Josep de la Xarxa Santa Tecla, Fundació URV, Comunitat Sant’Egidio, Aspercamp and many other associations and organisations dedicated to the care and welfare of children and adolescents with illnesses, special abilities and at risk of social exclusion.
And we have PortAventura Dreams Village, a pioneering initiative in Europe that receives, each year, more than 200 families with a child undergoing treatment for a very serious pathology and at risk of social exclusion. The families enjoy a completely free, all-inclusive experience together for six days, in dream villas, with the aim of generating a positive impact, especially psychological, in the fight against their illness, whilst at the same time sharing unique family moments and forming new bonds of friendship with the other families.
A.L.: What are the most important trends you see in the leisure and tourism sector today?
L.V.: There is definitely an increased awareness of sustainable tourism. People are more and more concerned about the planet and the leisure activities and the place they are going to visit influence their decision. In this sense, the B Corp recognition we were talking about earlier gives us a great advantage over other leisure and tourism proposals.
Another trend worth highlighting is the growth in business trips, in which the aim is to take advantage of leisure time. At PortAventura World we have the PortAventura Business & Events Convention Centre, which has 24 multifunctional and modular meeting rooms equipped with the most exclusive technologies, so that you can hold events, congresses or conventions, with a capacity to accommodate groups of 10 to 6,000 people, a unique space in the Resort and another aspect to highlight to differentiate us from our competition.
A.L.: How do you think the theme park industry will evolve in the coming years?
L.V.: At PortAventura World we believe that the key to the future of theme parks lies in uniting the physical world with the digital world. The new generations are fully digital and demand a much faster renewal of experiences than previous generations. New technologies, current ones, but also those yet to be discovered, will provide us with infinite possibilities that will improve the experience of visitors in theme parks.
We, as a benchmark for entertainment and theme parks in Europe, feel it is our duty to lead this revolution in the future of the sector. That is why we have taken the lead by creating our own team of innovation experts, Adventure Labs, who work every day to apply new technologies to the present of our resorts. For example, the PortAventura VRX by Zero Latency experience or the creation of our own AI chatbot, Pawla. We are sure that the advances that are yet to come will surprise visitors, whether repeat or new ones, and they will leave with unforgettable memories.
