The launch ceremony for the 2025 Miss Tourism World China Grand Finals and the Huainan Cultural Tourism Promotion Season was held in Beijing on Friday, marking the start of a high-profile cultural and tourism campaign that will culminate in Huainan, Anhui province, this September.

From Sept 16 to 27, 60 tourism ambassadors from 20 provinces and municipalities across China will gather in Huainan to vie for the coveted title of "Miss Tourism China". Contestants will not only compete for the crown but also serve as cultural envoys, promoting Huainan's unique city brand and showcasing its scenic charm.

Recognized as one of the world's top three beauty pageants, the Miss Tourism World competition boasts global prestige and influence, with a strong track record in driving cultural and tourism-related industries. Since its debut in China in 2009, the event has been held annually for 15 consecutive years, becoming a key platform for presenting local tourism resources to both domestic and international audiences.

This year's edition will be held under the theme "Charm of Chu Culture, Elegance of Han Style — Landscapes of Huainan". The program will feature five major events including the official launch ceremony, the "I Invite the World to Visit Huainan" initiative and the Miss Tourism World Entry Ceremony.

In a notable addition to traditional segments such as talent showcases and presentation rounds, the 2025 competition will introduce a "Cultural Tourism Promotion" category. Contestants will create short videos and present guided introductions to local attractions, offering in-depth insights into the cultural heritage of their respective regions.

During the launch event, Chu Xiaonan, Huainan's cultural tourism promotion ambassador, and Tian Chunyan, the promotion ambassador of Shouxian county, delivered engaging presentations about the region's tourism highlights. Both extended a warm invitation to visitors, saying: "We look forward to welcoming friends from near and far to Huainan this golden autumn of September."