The grand final of the 73rd Miss World pageant, held in the central coastal province of Khanh Hoa on Saturday, helped promote Vietnamese culture and tourism, with contestants from around the world showcasing the beauty of ao dai (traditional Vietnamese long dress), Vietnam News Agency (VNA) reported.
At the pageant’s grand final, ao dai took centre stage during the announcement of the Top 40. All 111 contestants wore designs by Vietnamese fashion designers, complemented by props highlighting the country’s traditional culture and handicrafts.
Contestants from the Americas and the Caribbean paired their ao dai with conical hats, while European contestants carried patterned wooden fans. African contestants showcased ao dai alongside Bau Truc pottery, while those from Asia and Oceania combined the traditional dress with paper flowers and lotus buds.
The presentation offered an opportunity to introduce not only the elegance of ao dai but also distinctive elements of Vietnamese culture to an international audience. Miss World activities in Khanh Hoa also generated strong interest among domestic and international visitors.
The special art programme ‘Dances of the World – Hello Vietnam, Hello World’ and the grand final attracted large audiences, with more than 6,000 free-standing tickets provided at the fan zone. On Sept. 4-5 alone, Khanh Hoa welcomed around 95,000 overnight visitors, including approximately 38,000 international visitors, highlighting the event’s considerable appeal and the province’s image as a safe, attractive and welcoming destination.
Thai Thi Le Hang, Director of the provincial Department of Culture, Sports and Tourism, said Miss World 2026 generated a clear boost in tourist arrivals, particularly during major events.
The presence of contestants from numerous countries also helped promote Khanh Hoa’s tourism image to a wider international audience, creating favourable conditions for attracting more international visitors in the future.
Miss World activities have been held in Khanh Hoa since Aug. 20, featuring 111 contestants in various competitions and cultural performances. The Miss World 2026 crown went to the representative of the Dominican Republic, with Spain named first runner-up and Malaysia second runner-up.
