Eduardo Serrano

Partner and managing director of ESMA (Madrid, Spain)

Serrano holds a diploma in the Management of Hotels and Catering Companies, and specialises in Marketing & Sales, and also the Management of Foodstuffs and Beverages.

ESMA is a strategy and consultancy business with more than 35 years’ experience in consultancy and training for the leisure and tourism sectors. During his career he has undertaken projects for tourist destinations, agrofood industries, hotels and resorts, camp sites and glamp sites, social and sport clubs, catering and hospitality businesses, theme parks and shopping centres.

He has been partner in a number of catering and hospitality businesses, and also in several new IT businesses providing them with digital solutions.

Since 2003 he has been Executive Chairman of AIDABE, the Latin American Association of Executive Head Food and Beverage Chefs, and also a member of the Spanish Association of Hotel Managers.