Twenty million euro is to be spent on cleaning up Dublin's image, in a bid to attract more tourists.
The chairman of Failte Ireland says the city also needs a striking new brand and logo similar to New York's 'I Heart NY'.
Michael Cawley says Dublin is losing out to cities like Edinburgh and Barcelona and needs to drop the Temple Bar image.
The former deputy chief of Ryanair says Dublin's literary heritage and sporting culture should be pushed to the fore.
