Glamour Asia, Beautiful Travel
The pageant brings high-quality cultural and artistic resources to its host region, where they settle and grow — rooting a lasting culture-and-tourism industry in the host city.
Glamour Asia · Beautiful Travel
About Us
Building a cross-regional, diversified platform for cultural display, communication and exchange across Asia's culture and tourism industry — and opening doors for outstanding Asian women who aspire to break through and succeed.
Miss Tourism Asia is regarded as a symbol of tourism culture and modern fashion culture throughout Asia, and is one of today's largest, highest-standard tourism and fashion cultural celebrations in the region.
The Miss Tourism Asia Organizing Committee, the pageant's organizer, is headquartered in Hong Kong, China, and now has more than forty member countries. The finals have become a pan-Asian cultural event with a profile comparable to the Asian Games. Each year the pageant draws large numbers of visitors to its host city, giving a strong boost to local culture and tourism.
Every year the pageant selects one beautiful and intelligent young woman from across Asia. Winners go on to build careers in government, business, finance, broadcasting, publishing, film and television, serve as ambassadors for public-welfare causes, and promote tourism and cultural exchange and cooperation across Asia.
Event Value
Staging a spectacular, compelling pageant that creates lasting commercial value.
The pageant brings high-quality cultural and artistic resources to its host region, where they settle and grow — rooting a lasting culture-and-tourism industry in the host city.
The pageant helps more people discover the host region's local culture, becoming a window through which regional image, Chinese culture and global enterprises are presented — letting the world get to know China.
The culture and tourism industry must centre on delivering excellent cultural products and quality travel experiences — thinking as an industry, following market trends and committing to integrated development.
Through a rich variety of activities, the pageant emphasises integration — of media, of culture and tourism, of culture and technology — and innovation in ideas, approach and format, to showcase regional culture and tell China's story well.
An embodiment of beauty and wisdom, each Miss Tourism Asia contestant naturally attracts followers and becomes a KOL. Leveraging the internet and platforms such as Douyin, the pageant builds a matrix of influencer ambassadors who keep sharing the best of their regions.
The pageant's strong brand value, public-welfare character and network of resources help partners promote their own brand image.
Influence
Telling China's story to the world through culture, and showcasing a beautiful China.
A leading tourism-culture pageant with strong social influence and a symbol of modern fashion. Partnering with the pageant builds a positive brand image in the public eye — simply, quickly and lastingly.
A professional event-operations team and live-streaming talent management team ensure every event delivers results.
Co-organizer ORIENTMODEL magazine is one of China's most professional and authoritative modelling-industry publications. Since its founding in 2002 it has promoted the Asian modelling industry and earned wide attention across society.
Milestones
The Miss Tourism Asia award first appears at the Miss Tourism World pageant.
Moran Atias wins the Miss Tourism Asia award — the title steps onto the world stage.
Known as China's "first year of pageants": China sends its first delegate, Yang Jialin, to compete for the Miss Tourism Asia award at Miss Tourism World in Venezuela.
Shi Ting becomes the first contestant to win the Miss Tourism Asia award for China.
Miss Tourism Asia becomes a leading brand in tourism pageantry and begins operating independently in Asia.
Miss Tourism Asia Pageant — Henan Division.
Miss Tourism Asia — Jiangsu (Suzhou). Chosen for the city's rich heritage and classical gardens, the contestants serve as ambassadors for Suzhou's culture and scenic sites.
2023 China Finals season, the Tarim Culture & Tourism Festival selection in Alar, Xinjiang, and the Wenshang (Shandong) tour.
Competition
China Division — based on the 2023 season plan.
Miss Tourism Asia Organizing Committee
People's Headlines; World Hairstyle Designers Association (China); Beijing Xu Beihong Culture & Art Exchange Center
Miss Tourism Asia Executive Committee (Shandong Chaoqi Media Technology Co., Ltd.)
Divisions are set up by prefecture-level city, with promotion to provincial and national rounds. Each city's ten finalists serve as image ambassadors for the city and continue to promote local culture and tourism.
City divisions begin preparation and hold launch ceremonies. Sub-venues run open auditions, followed by callbacks judged by professional panels; successful contestants receive certificates and advance to the semi-finals. A dedicated training camp raises contestants' all-round abilities, and online showcases extend their reach.
Semi-finals are held according to each division's progress; 100–300 contestants advance to the finals.
50–100 finalists advance to the showcase gala, performing alongside celebrity artists with a live awards runway show. Afterwards, the Top 3 — in sashes and crowns — and the rest of the Top 10 tour the host city's scenic sites as image ambassadors, creating a "Tourism+" themed series around local landscapes and cuisine. Ambassador duties continue for the following year.
Each city's Top 10 advance to the provincial round; each province's Top 10 compete in the year-end China Finals to crown the overall China champion.
| Day | Morning | Afternoon | Evening |
|---|---|---|---|
| Day 1 | Check-in | Training | Training · Media interviews · Rehearsal |
| Day 2 | Guest arrival · Competition | Competition | Semi-final winners · Showcase gala dinner |
| Day 3 | Competition · City showcase | Competition · Media interviews | Awards ceremony · Celebrity charity night |
Media: official outlets and Douyin, throughout.
Titleholders
Final results as confirmed by the China Organizing Committee (Announcement [2025] No. 004, Annex).
Gallery
Moments from the finals, tours and past seasons.
News
Leading Asian culture-and-tourism fashion, showcasing the charm of Asian travel.
Contact
Miss Tourism Asia gives young women with dreams and energy the opportunities and resources to grow, discovering and nurturing generation after generation of outstanding talent who pursue goodness and beauty, chase their dreams bravely, and give back to society.
Young women of Asian heritage who are confident, cultured and passionate about travel and cultural exchange. Detailed eligibility for each season is announced by the Organizing Committee.