The Rose of Tralee festival is held every August in Tralee, County Kerry, to choose a young woman to be crowned the Rose. The winner is the woman deemed best to match the attributes relayed in the song: "lovely and fair". She is selected on the basis of personality and should be a good role-model for the festival and ambassador for Ireland during her travels around the world. It is not a beauty pageant and the participants (Roses) are not judged on their appearances but on their personality and suitability to serve as ambassadors for the festival. The festival bills itself as a celebration of the "aspirations, ambitions, intellect, social responsibility and Irish heritage" of modern young women.