By Brendan John Worrell
Updated: 2007-11-30 10:57

A new Miss World was announced in Sanya on December 1. Hainan, China was fortunate to host the 57th annual event which organizers say is "the world's most-watched annual TV show, with an estimated two billion viewers".

The victor competed against 105 other contestants winning the nod from nine judges, in categories including style, fitness, intelligence and overall beauty.

The judges are also trying to decide who among them has enough talent and pizzazz to be a role model and inspiration to others.

That's because the responsibility of being Miss World entails a major year-long charity drive that brings in millions of dollars for needy causes - a fact often forgotten once the contestants hit the catwalk and the cameras start flashing.

This is a challenge to critics who condemn the event as a 'glorification of the suppression of women', or a 'sexist shindig that feeds ogling eyes'.

In actuality Miss China, who won the title of Miss World Saturday night will later spend the next 365 days trotting the globe raising money for victims of natural disasters, disease and poverty. Think about it.

 

At the coronation dinner Miss World 2007, China's Zhang Zilin, 23 from Beijing. Photo c/o Crowne Plaza Sanya, with kind thanks to Jessie Wang

So far the competition and ensuing charity events have seen a whopping $400 million raised during the last 25 years thanks to the theme "Beauty With A Purpose," which was created by Julia Morley the wife of the late Eric Morley, who dreamed up the event way back in 1951 London.

The event also promotes China. The contestants took part in various events like the annual Hainan Carnival Parade, as well as visiting key tourism centers such as the Panda Sanctuary in Sichuan while previewing key Olympic sites in Beijing.

But another big winner was Sanya, Hainan itself.

The seaside beach resort town has hosted four of the last five pageants. Next year it will be held in the Ukraine helping to boost that emerging nation into the world's spotlight.

Organizers chose Sanya in 2003, after the pageant was forced to flee Nigeria the previous year when rioting between Muslims and Christians killed 200 people. Chen Ci, Sanya's mayor at the time successfully secured the privilege to stage the event. `

It was a major coup for the local government, which took a gamble on an industry that was previously looked down upon. But they quickly discovered the event brought new roads and infrastructure and provided a much-needed boost for the local population who had previously struggled with poverty and skills acquisition.

Today Sanya has tourism colleges, and its own university and English and Russian languages. For outlying destinations like Baoting and the mountainside town of Wuzhishan, more travelers are making their way to stay the night or explore the local nature - in no small part thanks to Miss World.

Over the last several years the Hainan Government has actively promoted events that invigorate the local tourism industry. Sanya, twinned with the legendary French city of Cannes, now also holds an annual film and jazz festival. It will also be on the Olympic Torch relay route.

With excellent golfing facilities now established, and a new luxury cruise marina called Phoenix Island completed, the organizers and locals who supported the Miss World contest have helped leverage the former sleepy fishing village into a thriving paradise.

Also, in a short time, local carrier Hainan Airlines has become a major player domestically in China. There are connecting flights for passengers traveling to sunny Hainan from places as far as Hungary, South Korea, Japan and the UK. Just last week Hainan Group announced it was launching a new carrier, Grand China Air.

It may be difficult to fully comprehend the benefits of holding Miss World in a place like Sanya. To dismiss it as another example of the exploitation of women or as the death knell for locals who are now experiencing unprecedented development is to ignore the complexities and positive outcomes that have resulted since 2003.