Today's royal visit by Prince Harry and Meghan Markle will generate hundreds of millions of euro in free publicity, according to Failte Ireland.
The two-day trip, which kicks off today amid high security, will see the Harry and Meghan visit some of Dublin's most cherished attractions, including Croke Park, Trinity College, the Famine Memorial and the Irish Emigration Museum.
Judging by the 18 million worldwide who tuned in to watch the royal nuptials at Windsor Castle in May, the public's fascination with the newlyweds will generate global media coverage and subsequent free publicity for Dublin's tourist attractions.
"We are delighted that Meghan and Harry have chosen Ireland for their first trip abroad as the Duke and Duchess of Sussex and that they are visiting some of Dublin's brilliant visitor attractions," said Failte Ireland chief executive Paul Kelly.
"With so much media attention on the trip, all eyes will be on Ireland this week, giving us amazing exposure abroad and highlighting our rich and diverse tourism industry, and excellent visitor experiences, to an international audience."
Given the fact an estimated 100,000 people lined the procession route when the couple wed at St George's Chapel on May 19, their visit here is bound to generate a massive influx of visitors from the UK, he added.
"In particular, the coverage from this royal visit will provide a boost to the UK market, which has been a challenge in light of Brexit," he said.
"As the national development authority, Failte Ireland will continue to work with tourism businesses throughout the country to ensure that they can fully capitalise on the afterglow of the visit."
With no end in sight to the heatwave and the current spate of sunny weather, media coverage of their visit to the Irish Emigration Museum at the CHQ building in the IFSC will really shine a light on the story of Irish emigration, added museum founder Neville Isdell.
"We look forward to sharing with them the story of Irish emigration around the globe," he said.
"Their visit is hugely positive for Dublin and Ireland and we hope millions of people worldwide will get a flavour of Irish culture and history."
The unprecedented State visit to Ireland by Harry's grandparents, Queen Elizabeth and Prince Philip in May 2011 generated 1,400 TV news clips from major international news outlets, as well as more than 12,000 articles from newspapers from around the world.
The coverage of their historic four-day visit here, followed by the State visit of former US President Barack Obama shortly afterwards, generated close to €300m worth of free publicity for Ireland.
Harry and Meghan will arrive in Ireland today, after joining other royals at the christening of Prince William and wife Kate's third child, Prince Louis, yesterday.