The hardworking Tourism Secretary knows that while tourists may come and go, the destinations will always be there to stay—if we take good care of them, at least. 
By DIANNE CARLA SIBAL
Art direction by Ramon Joseph J. Ruiz
Photography by Mau Aguasin
Running one of the busiest executive departments in the country may not be easy, but Berna gracefully handles the pressure.
“I think men underestimate her,” confides a close friend, Carina Guevara-Galang, who has known Berna for more than three decades, and has been witness to her rise to prominence. “They think because she’s nice and feminine, she’s this soft, fragile lady. They don’t realize that she’s a steel magnolia.”
It is this very paradox that adds to Berna’s overall charisma: her amiable aura belies an undaunted spirit, one that is determined to accomplish anything she sets out to do. Berna, after all, is the woman credited for bringing a refreshingly direct and principled management style to a government agency previously swamped with allegations of anomalies.
“Integrity—that’s the most important thing that was instilled in me early on. It’s what I was taught, growing up in the world of public service and politics. Power is fleeting, but your reputation is forever. It is your legacy and your name that you hand over to your children, so it is something that you should protect and keep untarnished,” Berna says, as she explains the one guiding principle that she’s followed through the years.
When asked about what they find so remarkable about her, many of Berna’s friends and colleagues gladly speak about her grit and determination to swiftly find solutions to the problems that fell on her lap upon taking on her new role as tourism chief—problems that undermined the integrity of the department she has since sworn to run with fairness and transparency.
She cancelled contracts that didn’t conform to the prescribed legal processes. She asked for courtesy resignations of all Undersecretaries and Assistant Secretaries so the department could start with a clean slate. She made it clear that there was no room for dubious practices during her term. By doing this, she bolstered the bureau with a new sense of direction and purpose. There was work to be done, and so she hit the ground running.
As of October 2019, visitor arrivals in the Philippines have increased by almost 15 percent, indicating a substantial amount of recovery in the market compared to the same period in the previous year. DOT credits this growth to the re-opening of Boracay and other sustainable tourism efforts. This includes new, rehabilitated and expanded airports, as well as the development and promotion of lesser-known but emerging destinations that give the Philippines a competitive edge in the Southeast Asian region.
Away from work, Berna finds pleasure in simple activities. One of her surprising hobbies is playing Pokemon Go while sitting in traffic, which also allows her to bond with her children Vito and Maia, during her down time.
Tough but well-loved
She may be tough on the job, but she, too, is well loved. Once, when she attended a provincial event, a marching band heralded her arrival as an entire town surged to greet her. “They can feel her sincerity in wanting to promote what’s best about their place. ” says Carina of the Secretary’s charisma, “She gives them pride in their hometown and what they do.”
This unique ability to rally people around her cause is a strength that Berna wielded unabashedly as her agency faced one of their biggest hurdles to date: the rehabilitation of Boracay, a mandate that required a close inter-agency collaboration among her office, the Department Environment and Natural Resources (DENR), and
the Department of Interior and Local Government (DILG). Given the scope of the problems besetting the island and the sheer political will it would entail to enforce the measures required to effect lasting and meaningful change, many portended the failure of the endeavor.
Yet, after a much-criticized six-month closure, the crown jewel of Philippine tourism reopened to the public with wide and clear stretches of white sand beach, sparkling waters devoid of algae and debris, and an unobstructed view of the horizon.
“It’s the Boracay of 30 years ago!” Berna says proudly. “Our efforts there are now replicated in other provinces to ensure the environmental integrity of their local destinations. It has also enticed the private sector to come up with initiatives to promote sustainable and responsible tourism in their own businesses.”
The feat has also put the Philippines squarely on the map as a champion for sustainable tourism, garnering international accolades such as the “Excellent Partner Award” from the Japan Tourism Awards, and a stamp of approval from Condé Nast Traveler, ranking Boracay first among the “Best Islands in Asia” for 2019 and most recently “World’s Leading Dive Destination” by the World Travel Awards 2019.
It’s still more fun in the Philippines
To drum up awareness about the Philippines as a destination, the DOT put a zero-carbon footprint spin to the tourism campaign “It’s More Fun in the Philippines” by crowdsourcing its campaign materials.
To further the conversation about sustainable tourism, they launched the “Save Our Spots (SOS)” campaign, a reminder that stewardship for the natural assets of the country is a shared responsibility among local communities, businesses and tourists.
To encourage and empower sustainable tourism innovations, they introduced “The Anahaw,” a national certification scheme for tourist accommodations that have implemented measures to reduce carbon emission from their tourism activities.
A foodie at heart, Berna also trains the spotlight on the country’s rich culinary heritage as part of the Philippine travel experience.
The DOT initiated the “Eats. More Fun in the Philippines” campaign, featuring various regional delicacies and edible products in food fairs like the Philippine Harvest Trade Fair and the “Kain Na” Food Fair, and conduct gastronomical tours for foreign media, tour operators and Filipino chefs based overseas.
“I may be biased because I love working with the Secretary but I think she made loving local extra cool now,” says chef and fellow Filipino food advocate JJ Yulo. “Thanks to the substantial exposure from events and
features supported by the DOT, and an added boost, of course, from the personal posts of Secretary Berna herself, anything that inspires Filipino pride is always front and center in the news.”
In the headlines
In keeping with their commitment to always present the best of the country, the DOT recently made headlines again when it stepped in to help in the launch of the 30th South East Asian Games. A few days leading up to the opening of the huge sporting event, reports of logistical problems and poor treatment of visiting athletes lit up social media, and the hashtag #SEAGAMESFail began trending.
Shifting into crisis mode, the Secretary called for an emergency meeting with various tourism stakeholders from the hospitality and transportation industry to see who would be willing to step up and help.
Not surprisingly, many rallied around DOT and volunteered whatever services they could to ensure that visitors from the 11 participating countries were all taken care of during their stay. Tourism staff were assigned to airports to welcome foreign delegates. A microsite was launched to encourage visitors to explore the country beyond the SEA Games.
A mere few days later, the 30th SEA Games officially opened in a spectacular ceremony at the Philippine Arena and positive feedback from both foreign media and participants began to trickle back in.
While the Tourism Chief loves saying that the Philippines is an easy sell, she also acknowledges that the task of collectively promoting and preserving 7,641 islands remains daunting. And if there’s anything she’s learned from the recent SEA Games, it’s that great things can happen when people unite for a greater cause.
“The spirit of Bayanihan is alive and well,” Secretary Berna beams.
As for tourism in the country, Berna sets her sights on loftier goals: “It’s not only about making it more fun in the Philippines now, but making it more fun forever.”
