Neil Morrissey fans are adding to the number of tourist drawn to the west Wales town of Laugharne.
World famous for its links with Dylan Thomas - tourism officials say they are getting more and more queries about the TV and film actor as well as the poet.
More than 3,000 people called at the tourist office last month following two documentaries about Morrissey on TV.
He has just submitted plans to more than double the size of the Hurst House Hotel, a listed building he co-owns.
Morrissey, who has a long-list of television and film credits including Men Behaving Badly, and voices the cartoon character Bob The Builder, has made Laugharne his second home.
Tourist information officer Jane Tremlett said Morrissey's presence had brought new tourists to the town.
She said in March the information office had 3,200 visitors which coincided with the television programmes.
"There's a great public awareness of Laugharne and Neil Morrissey," she said.
"We get people doing pilgrimages from across the world on the Dylan Thomas trail.
"The interest in Neil Morrissey is UK based. People want to know if he's in town and what he's really like."
Morrissey owns Browns Hotel as well as Hurst House
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Jessica Tracy of World of Wales crafts and gallery said they also had visits from tourists drawn there by Morrissey.
She said, having worked in the Dylan Thomas Boat House for 18 years, the town was no stranger to celebrities.
"We've had Mick Jagger, Pierce Brosnan, Jimmy Carter...Bob Dylan," she said.
"To us in Laugharne they don't mean that much - they just come and go.
"We had four black Mercedes with a police escort this morning (Wednesday) and people did stop to have a look and see who it was but the police said it was just a training exercise."
Mayor of Laugharne, John Williams, said while he had never met the actor he doubted there was not a person living there who had not heard of him.
"I think it's very good for tourism," he said.
"I think he has brought a bit more prosperity to the town - not as much as Dylan Thomas but it's very welcome."
Along with his business partner Matt Roberts, Morrissey has bought two pubs in Laugharne, Brown's Hotel and The New Three Mariners.
The work on Hurst House involves the restoration and conversion of outbuildings at the former farm, as well as two new outbuildings.
They want to add 16 extra bedrooms, new restaurant, spa, sauna, gym and conference facilities.
The application will have to go before Carmarthenshire councillors at a future date.