Eyewitness News has learnt the City of Johannesburg has paid around R45-million to host this year's Miss World beauty pageant.

That is despite the fact the city is unlikely to recoup much of the investment. Experts also say the market power of such competitions is declining.

EWN understands the metro council paid US$7-million to the Miss World Company to host this year's competition.

However, public relations expert Hein Kaiser said it was not the best way to market the city.

"Probably with a tenth of that amount you could run the most incredible PR campaign, whether here or anywhere in the world," said Kaiser.

The city hosted last year's pageant also at the Sandton Convention Centre after the Ukraine pulled out of hosting the event at the last minute.

The council has not yet responded to requests for comment.

It is understood the city believes it is a good marketing opportunity ahead of next year's 2010 FIFA World Cup.

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