The Sanya municipal people's government signs a memorandum of cooperation with Miss World on March 26. [Photo/hinews.cn]

The Sanya municipal people's government signed a memorandum of cooperation with Miss World on March 26.

According to the memorandum, Miss World will locate its Asian headquarters in Sanya, Hainan province to help increase tourism to the city.

Miss World, a globally-influential fashion and culture gala, was established in 1951. By 2018, it had been held 68 times in over 20 countries. Sanya has hosted the event eight times since 2003, more than any other place besides the UK, where the competition started.

Miss World agreed to actively promote Sanya through competitions and media partners to help build up the city's brand. The Sanya government plans to hold a series of charity events to make the event even more market-oriented.

The Miss World 2018 finals [Photo/hinews.cn]

Miss World 2018 contestants visit Sanya scenic spots. [Photo/news.cn]