SITE launched a new diversity, equity, inclusion, belonging, and accessibility community in early 2025.
This community helps reaffirm our commitment to being a welcoming space where incentive travel professionals can connect with and learn from the wide range of perspectives and voices that make up our association.
Our thanks to SITE member Reina Farji who is serving as the inaugural chair of this new community. Read on to discover what inspired Reina to take on this new leadership role, and where she sees exciting opportunities to interweave DEIBA principles throughout the incentive travel industry.
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Q: What inspired you to take on this role?
A: The diversity, equity, inclusion, belonging, and accessibility (DEIBA) community’s values are close to my heart.
Growing up in a multicultural environment, I experienced firsthand the beauty of diverse cultures and believe that true strength is seeing and appreciating that our differences do not have to divide but rather unite us as unique individuals.
For me, diversity is a means of deepening connection, facilitating innovation, and understanding the human condition. I have personally seen how inclusivity can transform an organization: creating teams that are not only stronger but more compassionate and can create more meaningful experiences for both clientele and colleagues alike. I believe that embracing differing perspectives fuels creativity, inspires collaboration, and elevates us all.
Being part of this community allows me to take action to champion a culture where diversity, equity, inclusion, belonging, and accessibility are not just concepts, but make for a practical real-life core foundation that we can build upon.
I am deeply passionate about ensuring that every individual, regardless of their background or circumstances, feels seen, heard, and empowered. This community is about empowering everyone to step into their full potential, knowing that they belong and that their voice truly matters.
It’s an opportunity to make a real, lasting impact to build a future where everyone has the chance to thrive and succeed together
Q: How can SITE make our events, programs, and services more inclusive and accessible?
A: We can make our events and services more inclusive and accessible by prioritizing accessibility from the very start. This means seeking input from underrepresented voices, partnering with diverse vendors, and offering flexible participation options like virtual attendance, language support or sensory-friendly spaces.
True inclusivity happens when we actively remove barriers and create an environment where every individual feels welcomed, valued, and empowered to engage fully.
Q: How do you see SITE influencing DEIBA progress within the broader industry?
A: SITE has the power to be a force for true meaningful change in DEIBA within the broader industry. By leading with intention and heart, we can set a standard where inclusivity isn’t just a goal, it’s the foundation of everything we do.
This mission resonates deeply because it aligns with my values as a human being. I grew up in a community that manifested a “melting pot of languages,” as it were, and cultures that I came across helped to shape my understanding of the beauty and strength in our differences.
It is significantly important to embrace diversity, create opportunities for everyone, and foster a sense of belonging. Amplifying diverse voices in turn creates opportunities for underrepresented groups, and a culture where everyone feels valued.
When we take thoughtful action through education, collaboration, and genuine commitment, we inspire others to do the same. By leading with purpose, we don’t just shape our own community; we help build a more welcoming, equitable, and inclusive industry for all.
Q: What are some DEIBA best practices you’ve seen work well in other organizations?
A: Effective DEIBA best practices include leadership accountability, where leaders actively champion DEIBA through clear goals and regular progress updates; inclusive hiring and talent development, which ensures diverse candidates are recruited and given opportunities for growth; and employee resource groups (ERGs) that create a sense of community and support.
Ongoing education and training on topics like unconscious bias and inclusive leadership help build awareness. And offering inclusive benefits such as mental health resources and flexible working hours helps to support a diverse workforce.
Data-driven decision-making ensures continuous improvement, and creating safe spaces for open dialogue allows employees to share feedback.
Lastly, collaborating with external partners can bring new insights to enhance internal efforts.
These practices together foster a more inclusive, supportive, and equitable environment, driving engagement and growth.
