Bernard has been the Director of ALVA, the UK’s Association for Leading Visitor Attractions, since 2011 following a career in advocacy, communications, and lobbying, latterly at a senior level in the tourism and heritage sector. In 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.

Bernard is Co-Chair of the London Tourism Recovery Board. He is also 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 also of the People’s History Museum, the Museum of Democracy.  He has been a member of the UK Government’s Tourism Industry Council since 2016, and was named by Blooloop in 2020 as one of the world’s 50 most influential people in museums.