A report into Dublin tourism has found that the capital is underperforming and has slipped behind its main city competitors in Europe.
The study, by the Grow Dublin Taskforce, states that Dublin needs to differentiate itself as a "must visit" destination in view of the growing trend towards more trips of shorter duration.
The taskforce has said there are five sectors that offer the best potential for significant growth.
They include cruise, business and event tourism, and attracting those who are "culturally curious" as well as young couples described as "social energisers".
The report finds that although the city has shown the beginnings of a recovery in the last three years, a real awareness of Dublin is not fully appreciated among potential foreign visitors.
The Grow Dublin Taskforce was set up by Fáilte Ireland in 2012 with the aim of increasing the number of visitors.