Former Disneyland Paris vice president Christian Perdrier is to be the new chief executive at Alnwick Castle in Northumberland, UK.

His appointment is part of a move by the attraction's owners, the Duke and Duchess of Northumberland, to increase both visitor numbers and revenue at what is one of the UK's largest inhabited castles. Perdrier will also be reviewing customer service levels. Of his appointment, Perdrier said: "Alnwick has huge potential, with benefits for both the Northumberland community and the North East as a whole. The castle and garden attract tourists from around the world and we will ensure our new approach benefits as many businesses in the region as possible."

The Duchess said that Perdrier "can do for visitors to Alnwick what Walt Disney has done for children and families all over the world. Disney is synonymous with excellent customer service, superb staff training and unparalleled visitor experiences." She added: "While we don't expect to convert the castle into the Magic Kingdom, I greatly admire the Disney effect and look forward to seeing how we can attract visitors in the future."

In addition to the castle, which is nearly 1,000 years old and known by millions due to its appearance as Hogwarts School in the Harry Potter films, the Alnwick estate includes Alnwick Gardens, a separate enterprise containing the world's largest tree house. Between them, the two venues attract around 800,000 visitors a year. Perdrier has most recently been part of the Dubailand team in the Middle East, a complex of theme parks and hotels in the eponymous Arabian state.