PortAventura World, 13th May 2026 - PortAventura World and Vekoma have reached an agreement to drive the creation of WeRiseUp, a new independent company spun off from Adventure Labs by PortAventura World. The resort’s digital innovation unit is evolving into a studio specialising in mixed reality, with the aim of scaling the technology developed and validated at PortAventura Park over recent years.
The new company operates two main business lines: one dedicated to theme parks and the other focused on cultural heritage. In theme parks, WeRiseUp partners with operators worldwide to revitalise existing attractions and extend their lifecycle, layering mixed reality on top of physical rides and areas to boost guest engagement, repeat visitation and incremental revenue. In cultural heritage, the company positions itself as the specialist partner in complementary, rather than substitutive, mixed reality for historic, cultural and leisure venues, targeting cultural heritage operators, museums, public and private institutions, and tourism operators, with the aim of enhancing the visitor experience, attracting multi-generational interest and generating new revenue streams. In both lines, a digital layer combining storytelling with cutting-edge technology powers products that range from short-format mixed reality experiences to interactive family activities using wearables, sensors and other devices.
The name WeRiseUp encapsulates the company’s three pillars: “We” expresses the collaborative dimension, while “Rise” and “Up” together evoke the act of awakening curiosity and elevating every cultural treasure, physical space and visitor to a new dimension, bringing them back to life to be experienced, not merely observed.
The structure and roadmap of the new company
PortAventura World remains as both a partner and a client of WeRiseUp. The themed resort will continue to serve as a testing ground for iterating new experiences, and the mixed reality offering remains in place with the three existing products.
The new company’s management team is led by Andreu Tobella as CEO and will include some of the professionals who built Adventure Labs’ current products, with a headcount growth plan covering product, engineering, storytelling, sales and international operations profiles.
In the words of Andreu Tobella, CEO of WeRiseUp, “Joining forces with Vekoma was a natural decision. They are world leaders in the design and manufacturing of attractions, and they share our vision of creating transformative experiences. Combining their engineering excellence with the operational know-how built at PortAventura World gives WeRiseUp a unique starting point to scale globally.” He also explains, “PortAventura World has firmly believed that this division had enormous growth potential beyond our resort, and that is precisely why we have promoted its spin-off: to give it the autonomy, focus and ambition needed to lead a new chapter in immersive entertainment worldwide.”
The roadmap for the coming years includes, in addition to the completion of the spin-off setup and the brand launch, the first local and international rollouts of mixed reality experiences and the evolution of creative processes through artificial intelligence.
A validated proposition taking the leap to the global market
Since 2023, Adventure Labs by PortAventura World has demonstrated that an agile, customer-focused team can develop successful digital products. During this time, the unit has launched three pioneering commercial experiences at PortAventura Park: Hysteria in Boothill, El Diablo Neo and Expedición ULUM, which have engaged more than 150,000 visitors and achieved an average rating of 8.1 out of 10 across more than 2,450 verified reviews.
About WeRiseUp
WeRiseUp is a Barcelona-based mixed reality studio created in 2026 through an alliance between PortAventura World, one of the largest holiday and family leisure destinations in Europe, and Vekoma, one of the world's leading designers and manufacturers of rides and attractions. The company was born as a spin-off of Adventure Labs, the digital innovation unit launched by PortAventura World in 2023, which validated the proposition at PortAventura Park through three pioneering mixed reality experiences. By uniting decades of operational expertise in hosting millions of visitors with world-class engineering capability in building the world's attractions, WeRiseUp is empowered to lead a new digital revolution in immersive entertainment, scaling mixed reality to theme park operators and cultural heritage venues worldwide. The studio exists to inspire all generations to discover the world's stories, transforming every cultural treasure and every place of wonder into an unforgettable immersive experience.
About PortAventura World
PortAventura World Parks & Resort is one of the largest holiday and family leisure destinations in Europe. Over its more than 30 years of history, it has welcomed more than 100 million visits. With a privileged location close to Barcelona, the resort has five 4-star themed hotels and one 5-star hotel (PortAventura Hotels) and operates four hotels outside the resort grounds (Ponient Hotels), with more than 3,300 rooms in total, as well as a convention centre (PortAventura Convention Centre) with capacity for up to 6,000 people. PortAventura World also features a theme park, a Ferrari Land park unique in Europe and a water park, all leading in Europe with a world-class line-up of attractions. In November 2022, the resort was certified as a B Corp, a recognition of the company’s work in sustainability, social responsibility and good governance.
About Vekoma
Vekoma Rides is one of the largest manufacturers in the world of roller coasters & attractions and a market leader in the industry with a presence in over 40 countries. Known for its quality and innovation as reflected in the many installed family & thrill coasters and special attractions that meet the most stringent standards for safety, quality and comfort. Our passion for the pure joy of the ride is reflected in the game changing attractions designed and built by the 300+ experts that work in this group. We have everything under one roof with the world’s largest in-house expertise centrum - from Sales, R&D, Engineering, Production, Project Management to Parts & Services. It’s where cutting-edge engineering meets creative design and imaginative storytelling to create an experience like no other!
Press contacts
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Vekoma office
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