It has been decades since the city has had a Miss Rotorua pageant, but one for later this year has now been launched.
The launch of Miss Rotorua 2017 took place yesterday afternoon at the Blue Baths Social Room.
Organiser Kharl WiRepa said it was "absolutely exciting" to launch the pageant yesterday.
He said it had been decades since Rotorua had a pageant.
"The pageant will be a part of the history of Rotorua - creating dreams and giving our women the necessary tools for success."
He said the launch was an opportunity for the public to meet the contestants and hear from guest speaker Toni Waaka, daughter of the late Rotorua beauty queen Maureen Kingi Waaka who was Miss New Zealand in 1962.
Her advice to contestants was, "be who you are, look after yourself no matter what you do and always be true to yourself".
The launch was also an opportunity for the Miss Rotorua 2017 team to meet with the contestants and share the expectations and guidelines of the training schedule, Mr WiRepa said.
The contestants would have training over the next 10 weeks, with sessions including charity work, leadership skills, photo and catwalk modelling and learning about Maori protocol on the marae, Mr WiRepa said.
"It is training to be leaders and icons amongst our community."
There are four crowns up for grabs.
Miss Teen will go to the best high school student, Miss Te Arawa to the best cultural representative, and Mrs Rotorua to an outstanding mother or married woman.
Miss Rotorua will be the ultimate grand supreme crown.
The winner of Miss Rotorua will contend in the Miss Regency International pageant in 2018, held in Las Vegas.
He said 33 contestants had registered so far and the Miss Rotorua 2017 pageant would take place on September 16.
"I am looking forward to seeing the development of our contestants here in Rotorua.
"Our programme has vocational learning which helps with career and future opportunities for our contestants."
Mr WiRepa thanks the sponsors and all the businesses and people who are supporting the event.