Rafa Serra appointed president of B-Travel tourism fair

Rafa Serra, president of the Asociación Corporativa de Agencias de Viajes Especializadas (ACAVE), has been appointed as the new president of the Organizing Committee for the B-Travel tourism trade fair. Organized by Fira Barcelona, the event will undergo a period of transformation under Serra’s leadership.

Serra aims to expand the fair’s scope by targeting the end consumer and strengthening its professional dimension. Key objectives include incorporating new sectors such as active tourism, enotourism, and cultural tourism to better serve both companies and industry professionals. He succeeds Martí Sarrate, who has led the salon since 2019.

In addition to his role at ACAVE, Serra is the CEO of the travel agency Temps d’Oci and a founder of the Salat’SHH group, which focuses on the rehabilitation of historic hostels on the Costa Brava. His professional background emphasizes digital transformation, sustainability, and the preservation of cultural and tourism heritage.