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Category: LOCAL GOVERNMENT UNIT

LUIS RAYMUND F. VILLAFUERTE, JR.

Governor, Province of Camarines Sur

BIOGRAPHYBorn on June 3, 1968 in Pili Camarines Sur to parents Cong. Luis Villafuerte and

Undersecretary Nelly Favis-Vilalfuerte, Luis Raymund Favis Villafuerte, Jr. is the

youngest among the 33 governors that Camarines Sur has had. He earned his

bachelors degree in Political Science at De La Salle University and took his Executive

Education from the Standford Graduate School of Business.

He is married to businesswoman Lara Villafuerte and is currently blessed with 4

children.

COMMUNICATION, LRAY STYLE

Fondly called as Governor Lray, he transformed traditional local governance to a

thriving economic enterprise. His vision to propel Camsur to a progressive and self-

reliant future led to programs of generating jobs, livelihood opportunities and vast

improvement of basic services to people.

As a communicator-motivator, he explores and maximizes communication avenues to

convey his message of opportunity, change and progress. He transformed the

provincial bureaucracy into professional organization by streamlining the bloated

administrative structure and re-training employees on civil service standards and

regulations.

He launched the Camsur Water Sports Complex and taught people to be service

providers instead mere government personnel. He then rebranded the backward

Camarines Sur as Camsur. It was a new dawn in governance.

The governor went on a road show in Europe and North America to share the good

news of his province as the newest and hottest destination for sports and adventure

in the Philippines. He communicated development, opened more doors of

opportunity and welcomed both domestic and foreign tourists to the province he was

proud of. A Camsur comprehensive brochure was printed in four languages including

promotional videos with sub-titles.

He is definitely a man with a mission. He lost no time in conveying the necessity and

urgency of changing his provinces economic landscape. He was determined to

achieve a better life for those he was sworn to serve. His communication activities

were meant to transform the province, attract tourists, generate jobs and open

investment opportunities.

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Target stakeholders were the investors, the national government, Camsurs own

people. These days, ten of thousands of scholars were sent to school, malnutrition

was cut down by 45% and the province is now ranked 10th richest in terms of income.

Camsur is on its way to real and sustainable development and the architect oftransformation is no less the young man with a vision and mission to make a

difference. The country certainly needs more of Governor Lray.