As part of SITE’s commitment to global accessibility and inclusivity, we’re proud to highlight the contribution of Norma Dominguez. 

Norma is a strong SITE ambassador, having been a member for more than 20 years and serving as SITE Mexico’s Past Chapter President. 

Recently, Norma also pioneered the Spanish translation of SITE’s Certified Incentive Specialist (CIS) materials and led the first Spanish CIS delivery, in Colombia — with plans for another training in Costa Rica, in collaboration with FIEXPO.  

Here’s what has inspired Norma to stay such a committed volunteer leader. 

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 Q: Tell us more about how you became involved with SITE.

A: I’ve been in the hospitality industry for over 30 years. I was a hotelier for more than 10 years in Cancun, Mexico, and later joined the fascinating world of destination management companies (DMCs).

Currently, I’m the Regional Sales Director for Amstar DMC. I learned about SITE thanks to my company leaders, who supported and encouraged me to join the SITE Mexico Chapter Board.

Q: What led you to become a CIS instructor, and why was offering the course in Spanish important to you?

A: I’m passionate about teaching, support, guiding and developing future leaders. I believe the Spanish-speaking community is a significant force in our industry, and the best way to absorb knowledge is always in your native language. 

Q: What advice would you give to other Spanish-speaking professionals who are considering CIS?

A: Continuing professional development is very important for you to continue to advance in your career. Although everyone in our industry is proficient in English, earning this certification in your native language is a benefit you can access online starting in July 2025!

Q: What role do you see the CIS program playing in the broader development of incentive travel professionals in Spanish-speaking markets?

A: Having this certification sets you apart as an expert in incentive travel. It’s the calling card that provides credibility and trust among strategic allies and future potential international clients for our Spanish-speaking destinations.

If you are interested in learning more about providing a private CIS delivery for your company, chapter or local incentive travel professionals, contact SITE Education Specialist Tiffany Shafer at tshafer@siteglobal.com