I'm A Celebrity can have the "Game of Thrones impact" on North Wales - boosting tourism and the wider economy.
The fantasy HBO television series has been credited with bringing thousands of extra visitors to Northern Ireland - where it was filmed.
An economics academic believes I'm A Celebrity coming to Gwrych Castle in Abergele can bring a smaller scale, but vitally important, impact to the economy of North Wales.
Business and tourism chiefs also say this can be a real positive for the area after a pandemic hit spring and early summer.
Bangor University economics lecturer Dr Edward Jones, who works in the university’s renowned Business School, said: "It should be a massive boost to the local tourism sector.
“I’m A Celebrity is a popular show and it’s an opportunity to showcase what we have to offer here in North Wales.
“Game of Thrones has had a considerable impact on Northern Ireland tourism and there is no reason why North Wales tourism cannot benefit from hosting I’m A Celebrity.”
Debbie Bryce, Chief Executive Officer at West Cheshire & North Wales Chamber of Commerce, said: “The news that I’m a celebrity is coming to North Wales means millions of viewers around the UK will get an insight into the region which could lead to a huge boost in the tourism industry that has been so badly hit by the coronavirus pandemic.
"This is a great opportunity for North Wales to showcase what it has to offer and we are certain that any would be tourists won’t be screaming 'Get me out of here' when they visit!”
Jim Jones, the chief executive of North Wales Tourism, said: “This absolutely brilliant news could not have come at a better time for our tourism industry in general and Gwrych Castle in particular.
“North Wales already has an excellent profile, having been recognised by a whole series of publications like Lonely Planet as a must-visit destination, but the arrival of I’m a Celebrity will help put us on the map with a new audience of millions of people on prime time television.
“The issues around coronavirus have already led to an increase in staycations, not least with Ant and Dec and the gang, and the series will help give North Wales the edge and attract more visitors here.
“We can’t guarantee the weather of New South Wales, Australia but North Wales can definitely guarantee the experience of a lifetime thanks to our burgeoning reputation at the European capital of adventure.
“Another reason I was so pleased that ITV have chosen Gwrych Castle to locate the show here is that it will raise the profile of this wonderful, fairy tale castle.
"It is a fantastic and deserved reward for Dr Mark Baker who has been overseeing the renovation of this beautiful site.
“For our tourism and hospitality industry, this exposure is exactly what is needed right now especially looking forward into 2021."
The Federation of Small Businesses hopes the ITV team will use local where possible.
Michael Learmond, Senior Development Manager - Wales, Federation of Small Businesses(FSB), said: "This is positive news and although we don’t know exactly how much the region will be showcased on the show, it is bound to raise the profile of North Wales to some extent.
"Anything which can help our beleaguered tourism and hospitality industry in the longer term is also very welcome.
"In the short term, I would urge broadcasters and the production team to engage with FSB and local business groups to explore working with businesses in North Wales in order to maximise any opportunities which may be available to support the local economy in these difficult times.
"We have lots of businesses in the area, ranging from catering to construction which would all welcome a boost from a 'buy local' policy from the production."
Clwyd West MS Darren Millar said: "The show could really help to raise the profile of the local area and draw attention to the plight to restore Gwrych, one of North Wales' most iconic fairytale castles.
"Local people and businesses should also benefit from the work and supplies required to make a hit show like this happen."
