We basically want a clear and focused messaging of the Philippines’ value proposition to investors—the country as an investment destination especially during this administration, given the meaningful reforms and solid macro fundamentals with respect to specific sectors. To achieve this, our 19 Investment Promotion Agencies (IPAs) are working on a Unified Country Branding, instead of each IPAs working independently and in silo.

If CITIRA is meant to harmonize the incentive regime from the Policy-side; we are also doing the same from the Promo-side. This is for the effectiveness and efficient use of government’s limited resources.