IT boasts top-class attractions like the Book of Kells, Guinness Storehouse and the National Gallery.
But dear aul' Dublin needs a new image to attract more visitors and create tourism-linked jobs, a new report says.
The report predicts that, through better marketing, the capital could have 6.4 million visitors flooding in by 2020 -- a 60pc increase on this year.
The extra tourists would also generate €1.8bn and lead to the creation of 27,000 jobs.
The Irish Tourist Industry Confederation (ITIC), which commissioned the study, said the targets were realistic if the report findings were implemented. It said a Dublin region-specific brand is needed to help the capital compete with other European cities.