Fridah Kariuki crowned the new Miss Tourism Africa.

Ms Alice runs the Miss Earth and Miss Tourism Kenya beauty pageants and is also the President Miss Tourism East Africa.

"Beauty pageants are not so supported here in Kenya and probably that tells you where there was not so much hype around this one. I keep on telling girls to go out there and make a name for themselves and that is exactly what Fridah has done. The pageant is a revolving one and we might have the next one going to South Africa next year," said Alice.

During a previous interview with The Standard, Fridah, who is also a former Miss Tourism, Embu, crown holder, said having a crown gave her a platform to advocate for environmental issues.

 Fridah is also a former Miss Tourism, Embu.

"I now have a platform, nationally and internationally to create awareness and make a positive impact on environmental issues," said Fridah.

The big win comes barely a month after another Kenyan model scooped yet another continental crown.

Messry Lung'atso, 23, won the Beauty of Africa International pageant during a colourful ceremony held in Abuja, Nigeria, a competition that saw Ghana's Prisca Abah and Miss Nigeria, Okereke Juliana, take second and third places respectively.

The ceremony saw the top 12 contenders battle it out. "We had a dream, we believed and we hit the road running. God has been faithful," said Messry.

Model Miss Tourism Beauty pageant Miss Earth