Wrexham AFC’s co-owners Ryan Reynolds and Rob McElhenney have given North Wales a “£1bn boost”, according to the region’s tourism chief.
Jim Jones, chief executive of North Wales Tourism said the region needed to “capitalise on the fairytale success of Wrexham football club”.
The club was promoted to the English Football League for the first time in 15 seasons earlier this year.
“It’s impossible to accurately calculate the precise value of the profile created by their special brand of magic,” Mr Jones said.
“But the Rob and Ryan factor would undoubtedly be worth more than £1bn if you had to pay for the equivalent coverage in advertising.”
Mr Jones said the Hollywood stars, who bought the club in 2020, were “absolute geniuses” and the whole of North Wales was “benefiting from the golden glow” around the Disney+ documentary series Welcome To Wrexham.
“An influx of tourists” were now exploring the region, according to Mr Jones.
“People used to say that Chester was the gateway to North Wales but Wrexham is the new gateway to North Wales now,” he said.
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Mr Jones was speaking ahead of the Go North Wales Tourism Awards which take place in Venue Cymru, Llandudno, on 23 November.
He said he had “never known a period as tough as it has been” for the tourism and hospitality industry and the sector’s resilience had been “nothing short of heroic”.
“After a particularly tough time in tourism and hospitality, Rob and Ryan are providing a ray of sunshine,” he added.