The festival, held annually in the town of Tralee in County Kerry, takes its inspiration from a 19th-century ballad of the same name about a woman called Mary, who because of her beauty and demeanor was called "The Rose of Tralee". Today, the winner of the title "Rose of Tralee" 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.
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