Fáilte Ireland says several high profile international TV shows and print media will be among the tens of thousands of overseas visitors soaking up the Saint Patrick's Day atmosphere in Dublin this weekend.
"From today, journalists from across the globe will be arriving to our shores, including reporters from South Africa, India, UK, Denmark, France, Germany, Italy, Netherlands and Spain as well as journalists from US organisations including NPR Radio, The Washington Post and major online sites such as the Huffington Post and AskMen.com," the organisation said, adding that the coverage is worth €230m a year.
Crew from the Ellen DeGeneres TV show will also be in Dublin to film segments in the Guinness Storehouse which will then be broadcast in the US on March 21.
The programme has an audience of up to 4.5 million.
“Ireland is blessed to have an event such as St Patrick’s Day which proves such a magnet for publicity and visitors," said Failte Ireland spokesperson Ciara Sugrue
"As the tourism season starts, it is the perfect advertisement for visiting this country and we will be doing all we can to make sure that tourism benefits as much as possible from the all the colour, variety and energy of the event."
"We are thrilled that The Ellen Show has chosen to film in the Guinness Storehouse over the St. Patrick’s Day Festival weekend.," said Guinness Storehouse director Paul Carty,
"The crew are planning to carry out some quirky Irish tasks but you will have to tune on March 21 to see it play out."