Agustín Franco (26) is representing Paraguay at an international tourism-focused pageant in Bangkok, Thailand. The competition emphasises not physical appearance alone but cultural representation and sustainable tourism.
Born in Quiindy in the department of Paraguarí, and raised in a rural family, Franco tells The Asunción Times that Guaraní was his first language. “Guaraní was and still is my mother tongue. Spanish came second, like for most Paraguayans. I come from a simple family, from the countryside. Carrying Guaraní with me is not a strategy. It is who I am.”
When Agustín Alberto Franco Mergarejo introduces himself on an international stage, he does so in three languages: English, Spanish, and Guaraní. That choice, he says, was never calculated. It was instinctive.
“Leave a piece of Paraguay wherever I go”
“I started modelling in Paraguay, then worked in Chile and Argentina. Later, I moved to Brazil and lived in São Paulo for five years. A director invited me to become Mister Paraguay. At first, I said no. I did not think it was for me.”
Over time, his perspective changed. “I realised it was a platform. Not just for visibility, but for cultural representation. If fame comes as a result of doing your work well, that is fine. But my real achievement is being able to leave a piece of Paraguay wherever I go.”
He is particularly passionate about language. “Guaraní is something we must protect. It is part of our identity. I finished my presentation at a previous competition in Guaraní, but not just with a short phrase. I spoke it properly, at length, and with pride. That changed everything.”
The moment took place during the Sash Ceremony at the Mister Global competition in Thailand last September. Franco had arrived as Mister Paraguay Global. He left with something far more enduring: international visibility for Paraguay’s culture and indigenous language.
“That video went viral on TikTok, Facebook, and Instagram. After that, I received a proposal to become an international ambassador for Paraguayan culture. This contest is not just about beauty. It is about culture, identity, and sustainable tourism. This year marks its ninth edition, and that focus is very clear.”
Agustín Franco on challenging perceptions
For Franco, the greatest challenge so far has been confronting misconceptions about Paraguay.
“Many people still say Paraguay is poor, that it has no resources, that it has nothing to offer. But I always say the same thing: if you look, you will find.”
He believes Paraguay has changed significantly in recent years. “In the last three to five years, Paraguay has grown enormously. Tourism has increased, and many newcomers are now living in Paraguay.”
According to Franco, “That shows Paraguay has the capacity to receive people. There is infrastructure, support, and opportunity.” Sustainable tourism, in particular, is a growing priority. “I met with Senatur in December, and we will be working closely together on several projects. There is real interest in positioning Paraguay internationally in a responsible way.”
That international positioning is already underway. “After this competition, I have been invited to Jordan. The idea is to act as a tourism representative for Paraguay with the Tourism Embassy there. It is something we are studying carefully.”
A life between continents
Franco currently divides his time between Paraguay and Australia, with frequent travel across Asia and Latin America. “I was in Paraguay all through December, then spent part of January in Australia. Now I am in Thailand finishing work for the competition, including fittings for the national costume.” The national costume, he adds, is central. “In this competition, especially, the national costume is extremely important because it represents the country’s culture.”
Despite the travel, Franco describes himself as deeply family-oriented. “I am very close to my family. Whenever I am not working on official commitments, I try to stay connected with them.”
He also prioritises study. “Education is the foundation of everything. If we want to act as bridges between cultures and countries, we need knowledge.” Franco is currently studying International Relations. “That is why I read so much about governments and global political contexts. It helps me understand how countries connect.”
Knowledge as a social priority
Asked what single change he would implement in Paraguayan society, Agustín Franco does not hesitate. “Knowledge. Education.” Coming from the interior shaped that view. “Sometimes people close themselves off to what they think is correct. But knowledge completely changes how you see life, obstacles, and opportunities.”
He believes education should evolve without losing national identity. “I am not saying we should change the essence of being Paraguayan. But we need broader perspectives.” His own experiences abroad were formative. “When I left Paraguay, the lack of knowledge I had at the time made things harder. That is why education matters so much.” Franco’s plans for the future remain open-ended. “Right now, I am focused on studying. But who knows? Maybe one day I will work in internal politics.”
For now, his goal is preparation. “I am clearing my path. So when opportunities come, I can face them with professionalism, knowledge, and international connections.”
How to vote for Agustin Franco at Mister Tourism World 2026
Public support also plays a role. “There is an official voting link on my Instagram,” Franco explains. “Votes close on 11 February. Reaching the top five would allow me to speak even more about Paraguay on an international stage.”
Paraguay has never reached the competition’s top five. Franco believes this year could be different. “I am confident in the work I am doing and in the support I am receiving.”
Ultimately, Franco wants the world to rethink Paraguay. “Paraguay is not just a destination. Paraguay is an experience.”
He draws a comparison with Thailand. “Here, people are warm, welcoming, open. Paraguay is the same. For us, it is about sharing food, sitting at the table together, and living the culture. Paraguay is not something you just visit. Paraguay is something you live.”
