Twenty-five young women are vying for the title.
On Thursday, the contestants participated in the float parade through central Nuku’alofa.
Staff from four government ministries, the Reigning Miss Heilala Kalo Funganitao, and the Miss Pacific Islands Leashina Kariha joined the parade.
Hundreds of people lined the streets to cheer the contestants.
The Miss Heilala programme started on Monday, July 1 with the Formal Interview at Fa’onelua Convention Centre followed by the Miss Heilala Tau’olunga Competition on Tuesday, July 2.