“I come from Iloilo. I took my college here in Manila as a working student,” says Adrian Fernandez, Certified Tourism Professional, recalling his earliest steps toward a career that would take him from guiding tourists to earning national recognition.
After graduating with his bachelor’s degree in 2009, he received training and accreditation as a Regional Tour Guide by the Department of Tourism (DOT). “This allowed me to earn extra money on weekends and during the summer by guiding tours,” he shares. That same year, he joined the Career Development Center of the University of Baguio as office staff, building relationships with other schools and managing projects for students.
By 2011, his passion for the tourism industry led him into teaching. “Even though I was passionate about teaching, I faced a challenge because I didn’t have much experience in tourism at that time,” he admits. “Still, teaching topics like tour guiding and destination marketing was very rewarding.” After one semester as a substitute instructor, he became full-time faculty—on the condition that he pursue further studies.
“I wanted to study tourism further, but I ended up pursuing a master’s degree in business management,” he says. That decision opened new doors, but also came with challenges. In 2017, he transitioned to government service as an Administrative Assistant III, “helping to improve tourism branding in the North Philippines” and later becoming a Tourism Operations Officer I. “I struggled to move up in my career because I didn’t have a post-degree qualification in tourism.”
By 2019, the lack of that credential became a turning point. “I felt stuck with my career in the government sector, and with a heavy heart, I decided to resign.” It was just before the COVID-19 pandemic. “The biggest challenge I faced was not having a post-degree qualification in tourism, which limited my career options.”
Instead of walking away from the industry, he doubled down on his commitment. “I took the time to finish my Master’s degree thesis, titled ‘The Case of Accredited and Non-Accredited Tour Guides in the City of Baguio.’ This showed my dedication to learning and improving the tourism industry.”
Today, he works mornings as a tour guide—“sharing stories about historical and cultural sites, planning the best routes, and making sure tourists respect the local community”—and evenings as a virtual assistant. “The money I earn from these jobs is helping me save up to start my own travel agency business, which will allow me to follow my passion for tourism and hospitality.”
His leadership style has been shaped by every stage of this journey. “I like to work with others and encourage them to do their best so we can all reach our goals. I also stay open to new ideas and innovation, always looking for ways to make the guest experience even better.”
His nearly 16-year career has been recognized with the Department of Tourism’s Regional Tour Guide of the Year (2024) title and the Master Regional Tour Guide distinction in the Cordillera region. “My leadership skillfully integrates innovation, collaboration, and efficiency,” he says.
