A replacement is set in the Regional Management and its affiliated companies as Alicante Fair Authority (IFA) appoints a new chief executive. Alejandro Morant, the mayor of Busot, will step into the role as the new CEO, taking over from Beatriz Serrano.
The decision was reached this Friday by the IFA Board of Directors. The fair, which has operated as a public company since last April, opened its doors after a rescue operation led by the previous Generalitat government. The council will operate under the leadership of the Minister of Innovation, Industry, Trade, and Tourism. Nuria Montes will continue in line with the company charter as a member of the board, and Carlos Banoas will serve as first vice president representing the Alicante Chamber of Commerce, with Marian Cano as second vice president representing the Valencian Community Business Confederation (CEV). This arrangement signals a strong, close relationship between these organizations and the fair’s activities. [Source: IFA board minutes]
Alejandro Morant’s appointment was approved unanimously, according to Generalitat reports. The current director Beatriz Serrano will remain in a temporary capacity during this transition, based on the same sources. The aim is to ensure a smooth continuation of the fair institution while the new leadership takes over fully. [Source: Generalitat briefing]
The councilor Nuria Montes explained that this restructuring is designed to push IFA toward maximum operational efficiency, leveraging a management history that is deeply connected with business and fair activities. Montes also acknowledged Serrano’s stewardship during the past years, noting that those years included particularly challenging times. [Source: official remarks]
To continue
Alejandro Morant hails from Busot. He completed his early studies at the Antonio Bonny Foundation School, pursued undergraduate work at the Lloixa Institute in San Juan de Alicante, and earned a law degree at the University of Elche. He holds an MBA from FBS Fundessem and has pursued various courses in business management and public administration. [Source: biographical records]
His professional journey began in a family business and progressed through multiple sectors, including furniture, logistics, and the agricultural-food industry. He also held roles in commercial management and served as national purchasing and sales manager for a seafood wholesale company from 1996 to 2002. In 2002, he joined a real estate development firm as an international sales and marketing officer. [Source: career profile]
In 2007, Morant was elected mayor of Busot and has held that position since. For more than a decade, he also served as a provincial deputy with responsibilities spanning treasury, contracting, legal services, human resources, infrastructure, roads, and internal regime. The development sector, which interacts most with the business community, involved ongoing participation and collaboration with various business associations at the state level. [Source: municipal records]
Alejandro Morant was appointed mayor of Busot for the fifth time
Morant has also held leadership roles such as CEO, vice president of Geonet and Proaguas, among others. He chaired the Association of Fishing Cities, which includes fifty municipalities across six provinces, and led the Convega and Creama local and economic development consortium, steering both through the most difficult period of the economic crisis. [Source: organizational histories]