Bernie Joseph Jiao

When I was young, I used to read the world atlas on hot, lazy summer days, trying to memorize the different information, flags, and things that you can see in each country around the world. I could barely recall when I said to myself that I will travel the world.  The word travel fantasized me since I was young. It was the foundation for why I took up Tourism as my college degree.

When I finished my secondary education, I pondered deeply "What course should I take when I start my college education?".  I have weird course choices such as Petroleum Engineering, Veterinary Education, etc. I even took up the UP College Admission Test for courses like Geography and Geodetic Engineering. Luckily, I passed those exam. However, Mom would always tell me "follow what your heart wants, remember your roots, remember your passion, choose a course that you will love and you will never work for a single day".  In that mere instance, I knew that I have to take up Tourism because of my childhood dream to travel around the world.

However, taking up a Tourism course has consequences for me. I could vividly remember every social gathering comments on why I chose Tourism. People would always make fun of me that I chose a feminist, no-brainer, and easy college course. As an optimistic person, I didn't mind their comments because I believed that the Tourism course could bring a lot of opportunities wherein you could have any job either by air, by sea or by land. I instantly decided to enroll in John B. Lacson Foundation Maritime University-Molo, Inc. because it is one of the first universities here in Iloilo City to offer the BS Tourism program and I knew that the school has a well- established BS Tourism program providing opportunities to the graduates on this ever booming Tourism Industry in Iloilo City.

Fast forward to college, I could still remember that I was a timid boy when I first entered the four corners of this institution. I could still remember the first words uttered by our teacher that "In the Tourism industry, confidence is the key, there's no room for shy individuals.  

Those were the words that would change my life forever. The program likewise has prepared me to be a catalyst of change in the Tourism industry by harnessing the full potential of my skills whether by managing a tour, public speaking, tour planning, tour guiding, etc. I even appreciated the program especially on Geography Subjects which were the core reason why I took up this course. I also realized that Tourism was a hair-splitting course. I spent sleepless nights memorizing IATA codes, flags, accounting, tour costing, etc. Likewise, I realized being a man taking up a Tourism course is an advantage because you have lesser competition in the industry. During college I was a typical nerdy guy which prefers to go home early, watch the television and news, and read some books that will enhance my knowledge. I was the source of my Classmates' assignments and projects during college. I graduated college with Latin honors and ready to conquer the industry.

Months after I graduated, I landed a job as a Travel Agent of a DOT Accredited establishment here in Iloilo City. As a graduate of John B. Lacson Foundation Maritime University-Molo, Inc. I have adapted the core values of the institution to my career in the travel industry which are Integrity, Perseverance, Loyalty, Excellence, Discipline, Godliness, and Equality. I was quite surprised that Tourism is a huge industry where the opportunities are practically endless. Whether you live in a big city such as Iloilo City Were the Tourism industry is starting to nourish, you will find a good-paying job, an invigorating job that is both interesting and challenging.

Working as a travel agent, I was able to visit 42 provinces out of 81 provinces here in the Philippines. I have reached far-flung places such as Albay, Ifugao, Mt. Province, Palawan, Siquijor, and Zamboanga. I immersed with different culture and traditions and tasted their gastronomic cuisines of each province that I have visited. My confidence boosted as well while I was in the industry. Who could expect that a silent boy, afraid of speaking in public would present proposals to a group of hundreds? I guess, my teachers were right. All knowledge that I have acquired in this institution with regards to quality customer service such as customer satisfaction is a priority, it is normal for clients to be frustrated and you have to pacify them with ease and most of all confidence will be the key.

I lasted for almost 8 years in the travel industry until the Covid-19 pandemic struck. The tourism industry was directly affected because of this threat. Hotels were used as quarantine facilities not allowing guests to check-in, travel was limited for essential purposes, tours were canceled because of lockdowns, and a lot of Tourism related establishments closed. The pandemic also shut the operation of the travel agency where I was working for almost 8 years. As a persevering Lacsonian. I applied as a college instructor at John B. Lacson Foundation Maritime University. I was accepted and coped up easily with my colleagues and my students as well. I have then experienced the joy and laughter on a face-to-face class set-up as I was a part-time teacher before the pandemic started. I adjusted easily to this new normal of education. However, as a teacher, you must also be considerate in these situations especially to students in far-flung places with a poor signal with regards to deadlines, time limits of exams, and as well as access to projects to everyone.

Now as a teacher, I always share my expertise and experience in the Tourism industry. I would often tell stories about the places that I have visited, share my experience with an irate guest and discuss how I pacified those clients. Students perceive me as a notorious teacher giving hair-splitting and nose bleeding exams and quizzes to students but I always tell my students that this will help them analyze different situations soon because Tourism is not just about memorizing it's more about Critical Thinking. I also inculcate to the minds of my students to have a good character and personality because in the end Attitude will come first before Aptitude. Lastly, the core lesson that I always impart to the minds of my students is the same words that my mentor said during our first class meeting which is "Confidence is the key in the Tourism Industry". So class, please bear with me because Tiktok is life. ?


© 2026 John B. Lacson Foundation Maritime University. All Rights Reserved.

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