CV_Ana María Viscasillas_InterVISTAS

www.intervistas.com
Curriculum Vitae
Ana María Viscasillas
Executive Consultant
ana.viscasillas@intervistas.com
T: +1-787-793-6326
M: +1-787-457-1367
Ana María is a seasoned expert in the global tourism
industry, with a particular focus on the Meetings,
Incentives, Conventions, and Events, (MICE) industry,
convention bureau operations, destination marketing and
hotel management, as well as business travel. Ana María
is the former President & CEO of the Puerto Rico
Convention Bureau. Her many accomplishments include
the successful launch and marketing of the Puerto Rico
Convention Center (2005). She has served on many
boards including DMAI, BestCities Global Alliance,
COCAL, USTA, Puerto Rico Hotel and Tourism
Association, and the Puerto Rico Sports Tourism Council.
Ana Maria holds a Bachelors’ Degree in Hotel, Restaurant
and Institutional Management and Travel & Tourism
Management from Michigan State University’s College of
Business (USA); a Post Graduate Degree at the Ecole
Hôtelière de la Société Suisse des Hôteliers, Lausanne,
Switzerland; a Master’s Degree in Business Administration
from the Inter American University in Puerto Rico.
Currently ppursuing a CDME certification through DMAI, as
a Certified Destination Management Executive.
Nationality
USA
Years of experience
25+ years
Years with Royal HaskoningDHV
4 years

Ana Maria Viscasillas
Professional experience
CHIEF VISIONARY
& Global Business Tourism Specialist
BUSINESS TOURISM SERVICES CORPORATION
> 2011 to present | Based in San Juan, PUERTO RICO
BTS is a company that specializes in consulting, professional
support and training within the framework of meetings and
business tourism, and management of convention and visitors
bureaus. The company’s vision is to develop cooperation with
customers, boosting business tourism destinations, forming
pillars of good management of destination marketing
organizations and tourism for the economic development of a
destination. Recent collaborations include:
• Executive Consultant with InterVISTAS supporting on
business development, strategic planning and tourism
projects for destinations.
• 2013: Chamber of Commerce in Medellin for Antioquia
(Colombia), Tourism Cluster and Inter American
Development Bank – development and definition of
methodologies for the sales process in groups and
congresses for the City of Medellin and the MCVB
• 2012-2013: Panama’s Tourism Authority – retained for
consulting project in the commercialization and
marketing of Panama for the Meetings, Incentive,
Convention and Exhibition (MICE) segment and creating
and implementing from, ground zero, a model tailored to
the country for a new and strengthened Convention
Bureau, known as DMO PANAMA. Development of
operational standards in sales, marketing and group
services. Facilitated workshops with community and local
service providers to work in tandem with the DMO.
Developed guidelines for DMO’s group bidding process
and sites inspections, Republic of Panama. Panama
• 2012: Panama Tourism Strategy & DMO Review, I
collaboration with InterVISTAS, completed a
comprehensive marketing and organizational review of
the Panama Convention and Visitors Bureau. Project
included: market update, recommendations for complete
tourism strategy for the MICE market and
recommendations for the new structure. Panama City,
Republic of Panama
• 2009-2014: Convention and Visitors Bureaus in Costa
Rica, Honduras, Guatemala, Colombia and Panamá –
facilitated awareness sessions and assistance in
developing standard operating programs in management
and sales/marketing efforts, amongst other personalized
and sensitive consulting efforts, like the development of
strategic alliances with private and public sectors for the
betterment of the destination in the groups and
convention tourism industry market and the destination.
• 2012-2014 Professional Conference Management
Association (PCMA) with the development of members
and programs in Latin America
• Instituto Tecnológico de Monterrey and CAT Consultores
–Mexico. Assisting in certification of group and
convention professionals.
• Instituto Guatemalteco de Turismo (INGUAT) in
Guatemala – Facilitated group business sessions.
• Brazilian Association of Convention Bureaus, Latin
America Association of Convention Bureaus, COCAL
and ICCA – Main speaker in annual and regional
conferences for these renowned international groups &
business organizations.
President & CEO
PUERTO RICO CONVENTION BUREAU (PRCB)
> 2004-2011 | San Juan, Puerto Rico
The PRCB is non-for-profit destination marketing organization or
DMO that specializes in marketing efforts of Puerto Rico as a
destination for meetings, conventions, congresses, tradeshows,
events, and incentive programs.
• Supervised operations of main office in San Juan,
Puerto Rico and four regional offices in the United
States.
• Worked closely with associations, government
authorities to promulgate the enormous potential of the
group market segment in the tourism industry and to
the Island’s economy. .
• During her seven year tenure the organization
strengthen its sales force, while redesigned its sales
and marketing strategies, evidencing a 20% increase
in sales production.
• She ensured the effective development of alliances
with government entities that were closely related to
the service of groups and conventions in Puerto Rico.
• Her efforts made possible the continuous contribution
of the groups industry to the economy of Puerto Rico
for the benefit of the tourism community of member
suppliers to approximately US$125 million dollars on
an annual basis.
• It is estimated that during Viscasillas’ tenure the
groups and conventions tourism segment added one
third of the total hotel occupancy of the main hotel
brands in the Island.
• As she held the presidency of the Convention Bureau,
the organization achieved accreditation as DMO
(Destination Marketing Organization) in the
organization DMAI (Destination Marketing Association
International). DMAI offers this accreditation to
organizations that follow their standards in terms of
quality of service in a DMO. The PRCB was the first
bilingual Convention Bureau outside of the United
States to complete the accreditation.
• In 2008, the PRCB also obtained the global
certification of the renowned organization Lloyd’s
Register Quality Assurance (LQRA), assessing an
audit to be part of the Best Cities Global Alliance. This

effort made possible for San Juan, represented by the
PRCB, to be one of eight cities around the world to get
the certification entitled only to Convention Bureaus
that follow high standards in quality of service.
Vice President of Marketing
PUERTO RICO CONVENTION BUREAU
• Managed the creation of the marketing department as
part of the realignment of the organization in the year
2001.
• Supervised all marketing aspects including,
advertisement, communications, public relations,
business development and creation of collateral
material co-op marketing with alliances and e-
marketing.
• Responsible for the development of a successful
marketing strategy for the new Puerto Rico Convention
Center.
Vice President of Business Development
Puerto Rico Convention Bureau
• Responsible for the implementation of business
development strategies leading 18 employees in sales,
convention services and membership relations.
• With these efforts generated more customers, partners
and remuneration through research methodologies and
interdepartmental synergies.
• Managed advertisement, public relations and
communications initiatives for the organization.
• Provided a long term vision of a change of role from a
Convention Bureau to a DMO, supervising special events
in Puerto Rico.
• Acted as Interim Executive Director.
• Responsible of substantial changes in Convention
Services Department, achieving a 200% increase in
business referrals to member supplier, 17% increase in
sales through catalog and doubled the amount of groups
serviced.
• The department of Member Relations achieved a record
of 52% in earnings and 48% increase in new members.
• Developed an effective alliance with government
agencies related to service of groups and conventions in
Puerto Rico. An example was the Department of
Treasury which alliance helped in the development of
new procedures of tax exceptions of material to be
introduced to the country from abroad and used in
conventions to be held in Puerto Rico.
• Developed an effective alliance with government
agencies related to service of groups and conventions in
Puerto Rico. An example was the Department of
Treasury which alliance helped in the development of
new procedures of tax exceptions of material to be
introduced to the country from abroad and used in
conventions to be held in Puerto Rico.
Director of Administration and Services
• Implemented and managed the earnings of the Bureau
through controlled systems and procedures in
operations and sales.
• Managed the department of Convention Services and
Membership focused on assisting meeting planners,
conventions and PRCB members.
• Headed the financial administration in accounts
payable, payments, inventory control, budget analysis
and administrative and financial systems.
• Monitored US$6 million dollar budget and developed
additional economic benefits.
• Implemented successfully computerized procedures,
with upgrade and implementation of new control
procedures.
• Created a promotional material catalog with a sales
valued at US$60,000 dollars.
.
Director of Business Development
• Leaded the successful re-launch of the Ambassador
Program, a network of contacts of prominent business
leaders, being instrumental in the growth of business
for the Bureau in America and in Europe.
• The effort of selling groups launched an increase of
30% of the total sales production of the Bureau.
• Also responsible for Member Services Department,
increasing membership for the PRCB by 40% during
this period.
Director of Sales and Marketing
PONCE HILTON & CASINO
> 1992-1994 | Ponce, Puerto Rico
• In charge of the corporate, group and individual
tourism sales as well as internal sales initiatives of the
hotel.
• Responsible for supervising and coordinating the sales
and service for groups or conventions.
• Coordinated marketing efforts
• Leading the restructuring of the department achieving
occupancy of 76% during the first year of operations, a
local record in the industry for a newly opened hotel.
• Member of the property’s Executive Committee.

Assistant to the General Manager
Ponce Hilton & Casino
> 1992 | Ponce, Puerto Rico
• Main responsibilities were related to purchasing
processes for opening of hotel
• Executive Event leader for the 1992 opening
ceremony of the hotel.
• In charge of creating F&B department and operations,
including operations of 2 restaurants and 3 bars, in-
room dining and catering facilities.
• Development and implementation of creative
concepts, regulations, menus and recruitment
Assistant to Food & Beverage Manager &
Banquets Coordinator
CARIBE HILTON & CASINO
• Main responsibilities consisted in managing and
training of 360 employees in the Banquets department
• Creation and management of proposal of a US$16
million budget that considered the overall operations of
the department.
• Establishment of a standard quality procedure
program focused on customer satisfaction. Achieving
an improvement of 70% to 98% satisfaction in the
service of the main restaurants.
• Supervision of opening new restaurant operations,
managing a budget of US$7.5 million in operations
• Responsible for coordinating communications between
the Banquet Department and other key departments of
the hotel.
• In charge of the operation of mini bars, restructuring
operations from a deficit to a profit margin of 29% in a
period of 6 months.
Education/Qualifications
1997 InterAmerican University
Río Piedras, Puerto Rico
Masters in Arts specializing in Finance & Business
Administration
1989 Ecole Hôtelière de la Société Suisse des Hôteliers
Lausanne, Switzerland
Postgraduate Professional Program
1988 Michigan State University
Broad College of Business
The School of Hospitality Business
Michigan, United States of America
Bachelor in Arts specializing and obtaining two
specializations: Hotel, Restaurant and Institutional
Management and Travel & Tourism Management
Awards
• 2004 Top Marketing Award, Excellence in Marketing,
Society of Marketing Executives (SME), Puerto Rico
• 2007 IMEX Award Americas, Americas Congress
Executive, IMEX Award Academy, Frankfurt, Germany
• 2008 President’s Award, Puerto Rico Hotel and
Tourism Association
• 2011 Hall of Fame “Class of Coaches”, Alumni
Association, The School of Hospitality Business,
Michigan State University
Board of Directors Positions
BestCities Global Alliance,
• 2004-2011 Member
• 2010 President Board of Directors
COCAL - Confederación de Organizaciones de Congresos y
Afines, member since 2004
• 2010-2011 Ist Vice President Board of Directors
• 2008-2010 Member Board of Directors
Destination Marketing Association International (DMAI) member
since 1995
• 2007-2008 Member Executive Committee
Puerto Rico Chamber of Commerce
Professional Affiliations
• American Society of Association Executives (ASAE)
• COCAL - Confederación de Organizaciones de
Congresos y Afines

• Hospitality Sales and Marketing Association
International (HSMAI)
• International Congress and Convention Association
(ICCA)
• Meeting Professionals International (MPI)
• Puerto Rico Bankers Association
• Professional Convention Management Association
(PCMA)
• Society of Marketing Executives of Puerto Rico (SME
Puerto Rico)
• Society of Incentive Travel Executives (SITE)
• US Hispanic Chamber of Commerce (USHCC)

CV_Ana María Viscasillas_InterVISTAS

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