ABSTRACT
The large and increasing cultural tourism market within Dublin, Eire, has many of its origins in, and is still mainly centred around, a utilization of James Joyce's fictional representations of the city. While a wide variety of other attractions, including the national museums and art galleries, several theatres and more recently a number of restored buildings, have become important attractions in Ireland's capital, Joycean references still abound within advertising and branding for the* city, and some of its longest-running tourist ventures are crucially centred around Joycean themes.
