THE NSW Miss Tourism finalists are undoubtedly beautiful and smart but they all have a striking similarity - and it could just be how organisers want Australians to be represented.
But its director says it's all a coincidence.
Tall, blonde and slim could be the face of this year's beauty pageant title with Taleisha Bonora, 22, Diana Hills, 20 and Sarah Marschke, 18, short-listed for the state.
The women, who could be mistaken for triplets, will compete for the coveted crown for the national finals in Batman's Hill in Melbourne this Sunday, November 5.
Director Deborah Miller said Miss Tourism attracted the blonde beach bum look but its pageant was open to people of various cultural backgrounds despite it.
"We have a mix of girls who have been short-listed for Miss Tourism who are Asian-Australian girls," she said.
"We're not just interested in having blondes - we're always looking for brunettes too. I just hope the blondes don't deter other girls from joining in. We just want someone who will promote our country and who will be a good ambassador for the Miss Tourism brand.
"Beauty pageants are more competitive now - you've got to do well in all aspects."
It's not unusual for tourism campaigns to favour blonde babes as the face of our nation after Australian model Lara Bingle Worthington's fame sky rocketed following her "So where the bloody hell are you?" ad.
The short promo was a $180 million advertising campaign launched in 2006 by Tourism Australia, which could set the benchmark of who will be chosen for Miss Tourism this year.
More recently, blond mega hunk Chris Hemsworth delivered about $137.6 million in advertising value to Australia since he began his role as our ambassador.
When asked whether beauty pageants were outdated, Miller said it had come back and that there had been a rise in older women competing in "Mrs" beauty titles.
"A lot of it is about having fun and making friends and having confidence on stage. It's definitely coming back especially the Mrs titles, which are growing well," she added.
The three beauty queens will be among 25 contestants, who will be judged on evening wear, personality and question sections.
There will be two winners crowned as Miss Tourism Australia and Miss Tourism Queen Australia. The chosen pair will then compete on the world stage in Malaysia and China.
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