MANILA, Philippines — The National Competitiveness Council (NCC) is pushing for the implementation of special projects to help establish the country brand and key strategies in improving competitiveness.

Guillermo Luz, private sector co-chairman of the NCC, identified some of these special projects as the country tourism brand, renovation of airports and upgrade of Roxas Boulevard-to-Intramuros stretch.

Luz said there is a need to create a new and unified country brand and campaign covering advertising, public relations, events, social marketing and new media for both international and domestic audiences.

"There is an urgent need to fix both NAIA and Mactan airports, renovating and modernizing the interiors and improving airport processes to make travel a more pleasant experience."

Luz pointed out that airports are the most visible destination for travelers which can leave a lasting impression at both arrival and departure stages of a trip. Apart from project implementation, Luz said they are gearing up their efforts toward undertaking industry and country strategies to build up long-term competitiveness.

There is a need to prepare a five to 10-year industry roadmaps, country competitors, potential of industry for value and employment growth, projected investments by industry players and policy environment.

Luz said country strategy entails benchmarking against key competitiveness indices, tracking city competitiveness and key indicators, focusing on lowest-ranking or easiest-to-fix indicators and linking competitiveness plan to Philippine Development Plan, national budget, Cabinet agenda and Legislative-Executive Development Advisory Council (LEDAC).

original source: Manila Bulletin