Few in the industry were surprised when the board of directors of the Puerto Rico Convention Bureau unanimously chose Ana María Viscasillas, the bureau's vice president of marketing, as its president and CEO. At just 36, she became the youngest leader of the bureau and the first female in this high-profile position. To many, she is a symbol of the groundswell of activity currently taking place in Puerto Rico's tourism arena.

When you were named president and CEO of the Puerto Rico Convention Bureau in June of 2004, what was your initial reaction?
I was actually appointed acting director of the organization in February of 2004, so it had become my job to make sure we kept the momentum going while the search for a new CEO was taking place. We had a lot on our plate at that time, preparing for the opening of the new Puerto Rico Convention Center and other activities to reach out to new markets, that the focus was just on keeping the team together and, as ever, striving to position Puerto Rico as the preferred meeting destination of the Americas. Aside from that, I just thought that being appointed president and CEO was a great way to celebrate my tenth anniversary with the bureau, since they happened at about the same time.

What has been your proudest accomplishment?
I come from a family of six kids. This has taught me that to succeed as an organization, the best approach is a team approach. Based on that personal belief, my greatest success is to be able to be part of a team that helps benefit Puerto Rico. In this industry, when some think tourists, they think about generating room revenue and visitor arrivals, but I don't see it that way. I see economic development that benefits the entire community through jobs and other business opportunities that are created both directly and indirectly from tourism dollars. At the end of the day, we work to not only give visitors or meeting delegates a memorable travel experience, but we also help with the quality of life of those who work around us. It gives me joy to know that in addition to making great meetings and conventions in Puerto Rico, I'm ultimately helping to benefit the quality of life of the team that I work with and the community of Puerto Rico.

Who has had the biggest influence on you in your life?
My parents. I saw what went into organizing mega-productions from my mom who worked at the University of Puerto Rico, whose campus is in my hometown. My mom organized the commencement ceremonies every year. My parents taught me that nothing is impossible. If you really want something, you go and get it. That's not to say that you don't have to work hard to reach your goals, because you do. But I always knew that nothing was out of reach. With a family of six kids, I had to rely on earning a scholarship to go to school and I worked very hard to maintain that scholarship. This taught me that it is important to prepare yourself so you can be the very best. A favorite saying of my parents is that success makes you humble. "El éxito te hace humilde" is how it is said in Spanish. It means you don't forget your roots - and it also implies that it is important to stay grounded. You remember who you are and where you came from. Once again, I'm only successful because of the wonderful team of 46 passionate professionals that I work alongside. To be able to work with these professionals, and to lead them, that for me is humbling.

What advice can you give to those just starting out in the industry?
Prepare yourself. Studying is extremely important. Educate yourself to the best of your ability in whatever endeavor you choose, but not to just get a degree. Keep yourself updated. I'm a bookworm. I'm always reading, learning. Also, when you are given a goal to achieve, once you reach that goal, don't just sit back to rest back on your laurels. Ask yourself, 'What can I do next?' Be proactive and look for ways to benefit the organization's bottom line goals.

How do you define success?
My definition of success is doing something you truly enjoy. When that's the case, it's not work, it's fun. Being successful is knowing I am making a difference for myself, my family, my friends, my colleagues; knowing I am helping the economy of Puerto Rico. I tell my team that my goal as the leader of our team is to make the bureau a place where they have the opportunity to achieve their professional goals. If I can help each one of them reach their goals, even in a very small way, that to me would be success.

What would people be surprised to learn about you?
I enjoy cooking and traveling. Traveling is my homework for living. The world is too big and life is too short for me not to take advantage of learning about other cultures. I have been fortunate enough to make the time to visit and experience Egypt, Russia, China, New Zealand, South Africa, and even Nigeria. Also, I've gotten really good at reading lips lately. I now have a hearing aid as I have been losing my hearing in my left ear. It started when my ear drums collapsed from the pressure of hay fever. I've had two reconstructive surgeries since. That was a wonderful vacation as I relaxed for five days. I believe in the art of making lemonade out of lemons. I have my eyes, I have my 10 fingers. It's possible that I will lose my entire hearing in my left ear but I believe by that time, technology will be so advanced, there will be a chip and I'll be fine.

What does the future hold?
For Puerto Rico, wonderful things. As far as the hospitality industry is concerned, I see a stronger team effort showcasing the attributes of the island as well as the new convention center, new properties that are under construction, and hotels and resorts that have been renovated and expanded. On a personal side, the future holds exciting times. After three years in my position, I see more balance in my work and personal life, even with the very long hours and travel that my position requires. But work continues to keep me energized and I look forward to continuing to travel whenever I have the opportunity.

BORN AND BRED IN PUERTO RICO: The fifth child of five girls and one boy, Viscasillas went off the island to earn a bachelor's degree in hotel, restaurant, and institutional management from Michigan State University's College of Business. She then returned to her homeland to earn a master's degree in business administration from Inter American University. She has also done postgraduate work at the École Hôtelière de la Société Suisse des Hôteliers in Lausanne, Switzerland.

° Andrea Doyle is Convene's senior writer.