Rafa Serra has been appointed president of B-Travel, aiming to expand the event's offerings for consumers and professionals alike. His leadership follows a successful tenure marked by pandemic challenges.
In a significant move for the tourism sector, Rafa Serra has officially assumed the presidency of B-Travel, as announced by Fira de Barcelona. This appointment comes at a crucial time as the fair seeks to evolve and adapt in a post-pandemic landscape. Serra aims to enrich the event’s offerings for both consumers and industry professionals, ensuring it remains a vital hub for tourism.
Serra, who also leads the Corporate Association of Specialized Travel Agencies (Acave), brings extensive experience to his new role. Since February 2026, he has been at the forefront of Acave, which represents around 450 travel agencies in Barcelona. His dual leadership positions highlight his commitment to fostering growth within the tourism sector.
“I take on this challenge with enthusiasm,” said Serra during his inaugural address. “My goal is to continue developing a fair that not only meets but exceeds expectations by expanding its offerings and reinforcing its role as a meeting point between consumers and industry professionals.” This vision aligns with broader trends in tourism where consumer engagement is increasingly prioritized.
The last edition of B-Travel attracted over 25,000 attendees, showcasing its importance as an event within the industry. The previous president, Martí Sarrate, who held the position since 2019, played a pivotal role during challenging times marked by global travel restrictions due to COVID-19. Fira de Barcelona expressed gratitude for Sarrate’s contributions during this tumultuous period.
B-Travel aims not only to serve as an exhibition space but also as an educational platform where visitors can learn about emerging trends and opportunities in travel. With Serra at the helm, there are plans to introduce more interactive sessions and workshops designed specifically for both consumers looking for travel options and professionals seeking networking opportunities.
The evolution of B-Travel under Serra’s leadership reflects broader changes in consumer behavior post-pandemic. As travelers become more discerning about their choices, events like B-Travel must adapt quickly to meet these new demands. Historical data shows that similar fairs have seen shifts in attendance patterns following major global events; thus, enhancing visitor engagement is crucial.
The upcoming edition promises exciting developments aimed at revitalizing interest in travel experiences while supporting local businesses affected by recent economic downturns. Attendees can expect innovative presentations from various sectors within tourism including hospitality, adventure travel, and cultural experiences.
B-Travel will take place later this year at Fira de Barcelona’s Montjuïc venue. For those interested in attending or exhibiting, further details will be available on their official website closer to the event date. As preparations ramp up under Rafa Serra’s guidance, stakeholders across the tourism spectrum are keenly watching how these changes will unfold.
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