Plateau State has been officially selected as the host location for the fourth edition of the prestigious Miss Tourism Africa and Mister Tourism Africa International 2025 pageants. Organizers of the international event announced that the scenic city of Jos, the Plateau State capital, will serve as the backdrop for this year’s vibrant showcase of culture, beauty, and tourism potential.

This year’s edition will welcome 50 contestants from various African nations—30 women competing for the title of Miss Tourism Africa and 20 men vying for the Mister Tourism Africa International crown. The event is poised to further spotlight Plateau State as one of Africa’s most compelling tourism hubs, blending breathtaking natural beauty with cultural richness and historical depth.

The forthcoming pageants have received the full backing of Plateau State’s government under the leadership of Governor Caleb Mutfwang, with the endorsement facilitated through the Ministry of Tourism, Culture, and Hospitality.

Jos: Africa’s Hidden Gem Ready for Global Spotlight

Jos, the chosen host city, is renowned for its serene atmosphere, rich heritage, and natural beauty, often earning the moniker “Home of Peace and Tourism.” The state’s elevated terrain, temperate climate, and sweeping landscapes make it an ideal destination for travelers, adventurers, and now, international pageant contestants.

Raymond Okonkwo, Patron of Miss Tourism Africa, emphasized the symbolic and strategic value of the venue choice. “Jos is not just another city on the map—it is Africa’s heartbeat for peace and tourism,” he said. “Our decision to bring this international platform to Jos reflects our commitment to showcasing its hidden treasures and creating meaningful opportunities for young Africans through the intersection of tourism, talent, and trade.”

Okonkwo also highlighted that the event’s visibility would attract investors, tourism stakeholders, and cultural ambassadors from across the continent, igniting economic activity and further promoting Plateau’s untapped tourism sector.

Vision for Continental Tourism Development Through Pageantry

Santiago Roberts, the founder and President of the Miss Tourism Africa and Mister Tourism Africa International platform, echoed similar sentiments. According to Roberts, the initiative has always aimed at using beauty pageantry as more than a glamorous contest—it is designed to be a dynamic tool for sustainable tourism development across Africa.

“From the inception of this platform, our vision has been clear: to harness the influence of pageantry as a force for real impact across African tourism sectors,” Roberts explained. “Jos, with its awe-inspiring geography, ethnic diversity, and peaceful character, embodies everything this project stands for. It is the perfect match for our goals in 2025.”

The event is expected to feature not only traditional pageant components like talent showcases, fashion parades, and cultural presentations, but also tourism-focused initiatives, workshops, and community development engagements. These segments aim to encourage greater integration between pageantry and local economic empowerment.

Economic and Social Impact for Plateau State

Hosting a high-profile, pan-African event like Miss and Mister Tourism Africa comes with multiple socio-economic benefits. First and foremost, the influx of participants, tourists, media personnel, and dignitaries will provide a significant boost to the hospitality and service industries in Jos. Hotels, restaurants, transport services, local artisans, and tour operators stand to benefit from heightened activity in the lead-up to and during the event.

Beyond the immediate economic benefits, Plateau State’s tourism identity will receive continental exposure. With participants from over 20 African countries and thousands more watching via live broadcasts and social media, Jos will gain recognition as a premier travel destination.

The government sees the event as a strategic opportunity to rejuvenate tourism interest in the state after years of fluctuating activity due to regional instability and underinvestment. Through structured partnerships with organizers, Plateau State intends to leverage this platform to signal a new era of safety, hospitality, and cultural tourism.

A Platform for Youth Empowerment

A core philosophy of the Miss and Mister Tourism Africa project is empowering African youth by giving them a platform to express their talents, share their stories, and become tourism ambassadors for their countries. Each contestant will not only represent their nation but also present a project, pitch, or concept related to advancing tourism development in Africa.

Participants will engage in leadership seminars, skill-building workshops, and community visits designed to provide long-term benefits beyond the pageant itself. These activities reflect the organization’s broader goal: to connect tourism with development, education, and pan-African solidarity.

By choosing Plateau State, organizers also hope to inspire local youths to recognize the value of their environment and heritage. Hosting international guests and witnessing their own culture celebrated on such a large scale can be a catalyst for self-esteem, entrepreneurship, and cultural pride among young Nigerians.

Government’s Commitment to Cultural Promotion

Governor Caleb Mutfwang’s administration has consistently emphasized cultural promotion and tourism as pillars for regional development. The partnership with the Miss and Mister Tourism Africa International organization aligns with ongoing government efforts to diversify the state’s economy and reduce reliance on traditional sectors such as agriculture and mining.

Through the Ministry of Tourism, Culture, and Hospitality, the state government is supporting infrastructural upgrades and promotional campaigns leading up to the event. The ministry is also collaborating with local communities, artisans, and hospitality workers to ensure the state puts its best foot forward.

State officials believe that the pageant will mark a turning point for tourism in Plateau, drawing attention from investors and opening avenues for collaborations with other African tourism boards.

Looking Ahead: Jos 2025 as a Model for Future Hosts

With a carefully curated program of activities, cultural exhibitions, and regional tours, the 2025 edition of Miss and Mister Tourism Africa is set to raise the bar for international pageantry in Africa. Organizers have promised that Jos will not only host a contest but also deliver a full-scale cultural experience that reflects the best of African diversity, talent, and unity.

The initiative serves as a testament to how regional governments can use creative platforms like beauty pageants to foster development, encourage youth participation, and market their destinations on a global scale.

As preparations continue, Plateau State is determined to make the most of this opportunity—to not only impress the world with its beauty and culture but also to reaffirm its place as a beacon of peace, hospitality, and tourism in West Africa.