MAYOR Andrew Willcox was at the Whitsunday Gold coffee plantation last Friday to hear the announcement that Emma Deicke would represent Bowen River Rodeo at the upcoming Miss Rodeo titles.

He congratulated the young Collingvale Station nominee and thought it a great thing for the Whitsunday region.

"I think its brilliant,” he said. "She can go away and represent us down there.

"Imagine the publicity we can get from that.

"If Emma does, and I think she will (become Miss Rodeo Australia) because she speaks very well and is beautiful and rides well.

"She has every chance of becoming Miss Rodeo Australia and bringing the crown back to the Whitsundays.

"She will then get to travel throughout Australia, America, Canada promoting the sport and promoting the Whitsundays. I don't think it gets a a lot better.”

Emma said it was not just about the promotion of Proserpine or the Bowen River Rodeo area.

"It's about promoting the whole of the Whitsundays. Collinsvile, Bowen, Proserpine Airlie Beach, Cannonvale - everywhere.

"And its not just rodeoing, it's 'come and see the Whitsundays'.

"The Whitsundays is not just the islands, it is cane farms and its cattle farms and coffee plantations.”

At the announcement of the 2016/17 Budget in July the Whitsudnay Regional Council granted Tourism Whitsundays an extra $450,000 to promote the Whitsunday region.

TW has recently attracted an international fishing event to Lake Proserpine and is actively marketing the Whitsunday hinterland in conjunction with the islands and the reef.