Nkumba University student Patience Desire Ayona is flying Uganda’s flag high at the Miss Tourism World 2025 Global Finale currently underway in Hunan Province, China. Ayona joined dozens of other delegates showcasing their countries’ beauty and culture on the international stage.
The competition has drawn Miss Tourism winners and titleholders from more than 60 countries and regions, who began arriving in Hunan in mid-September for a packed schedule of activities. The itinerary includes a carnival-style opening in Changsha, a meet-and-greet at the Liuyuan Jinjiang Hotel on September 18, and a welcome gala in Changde’s historic Hejie district on September 20.
Contestants have also taken part in a series of cultural tourism promotions, city tours, and showcases designed to highlight both the host region and the diverse cultures they represent. The global finals are scheduled to climax with a crown ceremony in Changde on October 2, 2025.
Organisers have repeatedly emphasised the unique spirit of the pageant, describing it as more than just a beauty contest. “Tourism promotes peace, culture drives exchange,” is the guiding theme, with hosts highlighting the event’s role in strengthening cultural diplomacy and promoting tourism destinations. According to the Miss Tourism World organisation, the competition is intended to serve as a global platform for exchange, bringing people together through culture while boosting tourism both for the host city and the participating countries.
Patience Desire Ayona joins a long tradition of delegates who earn their places through national contests or by appointment from licensed national directors. Typically, participants are either national titleholders or official representatives tasked with showcasing the beauty, heritage, and tourism potential of their countries. With over 60 countries represented this year, the organisers have called the event one of the largest international tourism pageants staged in recent years.
Miss Tourism World is staged annually and, in recent years, has rotated its host cities within China, becoming a regular fixture on the global tourism and fashion calendar. For Ayona, the platform offers not only an opportunity to represent Uganda but also to add her voice to a chorus of young women championing cultural exchange, tourism promotion, and global friendship.
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