Eduardo Serrano is President of AIDABE – Asociación Iberoamericana de Directores de Alimentos y Bebidas, y Jefaturas Ejecutivas de Cocina. He holds a Diploma in Hotel and Catering Management (Switzerland / USA), an MBA in Business Management, and specialises in Strategic Planning, as well as Creative Thinking. Eduardo Serrano (Edu for his friends), has more than 30 years of experience in the Leisure, Tourism, Hotel and Catering industries.