The warm Filipino hospitality is the centerpiece of the 65th Miss Universe pageant’s weeklong kickoff, aimed at, among other things, showing the world that it is safe to go to the Philippines amid the killings in the Duterte administration’s brutal war on drugs.

Coronation ceremonies will be held at Mall of Asia Arena in Pasay City on Jan. 30.

“We have 11 candidates tonight, but in less than a month you’ll have over 90 contestants from all around the world. Over 190 countries watching are going to see the Philippines, are going to see this incredible hospitality, this incredible place,” Miss Universe Organization (MUO) president Paula Shugart said at the kickoff event at Maison Mall of Conrad Hotel in Pasay on Saturday.

Shugart said she was the No. 1 fan of Pia Alonzo Wurtzbach. “I want to thank the fans and all of you here in the Philippines. I say this a million times I love the Philippines. I cannot say anything for what you’ve done for the organization. This is a dream come true not just for Pia, but for me.”

Wurtzbach, the reigning Miss Universe, echoed Shugart’s sentiments.

“Thank you so much for making this happen. This is a dream of Paula, MUO and also a dream of mine to bring back the competition here and show the world how beautiful the Philippines is,” she said.

She said it started with an idea. “I asked Paula if it’s OK if I mention in my interviews during my homecoming in January that we would like to hold the Miss Universe competition here. Who knows it might actually happen,” she recalled. “And now it’s here.”

She added: “This is just the beginning. Let’s keep the momentum going. Welcome to the 65th Miss Universe competition.”

Contestants from nearby

For the kickoff, organizers took proximity into consideration and invited delegates from neighboring countries.

Joining Wurtzbach in the weeklong activities are China’s Li Zhenying, Japan’s Sari Nakazawa, Australia’s Caris Emily Tiivel, New Zealand’s Tania Pauline Dawson, Korea’s Jenny Kim, Thailand’s Chalita Suansane, Malaysia’s Kiran Jassal, Vietnam’s Dang Thi Le Hang, Indonesia’s Kezia Roslin Warouw and Myanmar’s Htet Htet Htun.

Reigning Miss USA Desahuan Barber, a member of the US Army, is also in the country to join the promotional blitz.

Filipino pageant coach Jonas Gaffud, creative head of the 65th Miss Universe competition, said Shugart suggested having a kickoff “to make more noise about the activity.”

The activity was similar to the prepageant blitz in San Francisco, which 2010 Miss Universe fourth runner-up Venus Raj joined before the start of the official competition in Las Vegas.

Generate buzz

Gaffud said the team was optimistic the weeklong event would “generate more buzz in the international community.”

He expressed hope that the 11 delegates would help show that the Philippines was a beautiful country. “It’s not what people think because of the news. I hope they will be able to tell their countrymen that it is safe to go to the Philippines.”

Wurtzbach and the 11 delegates are in Siargao for their initial photo shoot.

They are scheduled to visit Cebu City to enjoy its famous “lechon” (roasted pig) and experience swimming with whale sharks (locally know as “butanding”) in Oslob town.

This is the third time that the country is hosting the beauty contest. The first two editions (in 1974 and 1994), however, did not have a similar prepageant kickoff.

Aside from Wurtzbach, two other Filipinos won the Miss Universe title—Gloria Diaz in 1969 and Margie Moran in 1973.

The Philippines is represented this year by model and interior designer Maxine Medina, niece of former top model and Binibining Pilipinas-Universe Gem Padilla.

The delegates for the 65th Miss Universe pageant, technically its 2016 edition, are expected to arrive in the country starting on Jan. 12.