Bernard has been the Director of ALVA, the UK’s Association for Leading Visitor Attractions, since September 2011 following a career in advocacy, communications, and lobbying, latterly at a senior level in the tourism and heritage sector. In May of 2017, the Mayor of London, Sadiq Khan, appointed Bernard to be the Mayor’s Ambassador for Cultural Tourism and a member of the Mayor’s Cultural Leadership Board. He is Co-Chair of the London Tourism Recovery Board.
He is Chairman of LIFT, London International Festival of Theatre; Chairman of the Bristol Old Vic, the oldest continually operating theatre in the English-speaking world; and will take over as Chairman of the People’s History Museum, the Museum of Democracy, in November.
He has been a member of the UK Government’s Tourism Industry Council since 2016. He was named by Blooloop in 2020 as one of the world’s 50 most influential people in museums, and in July 2021 won the public vote for the COVID Special Recognition Award from the UK Museums and Heritage Awards for his service to, and leadership of the museums and heritage sector in the UK during the pandemic.