The now-infamous pictures leaked online of Prince Harry naked on holiday in Las Vegas have reportedly given the appropriately-named Sin City a £14m tourism boost.
Tourism bosses say the pics of the royal cupping his crown jewels after playing a game of strip billiards with a topless blonde have made them "a bunch of money" after being viewed by 154 million people worldwide.
According to the Daily Star, a report by the Las Vegas Convention and Visitors Authority (LVCVA) estimated Harry's partying boosted the tourist trade by £14m.
And LVCVA board chairman Tom Collins said at a recent meeting: "God bless Prince Harry. He made us a bunch of money."
Soon after the holiday, Prince Harry flew to Afghanistan where he has been co-piloting an Apache attack helicopter.
One of the girls he was partying with, Melissa Wagner, 32, said: "I suppose if he had military service coming up it makes sense why he wanted to make it a big one."
Nearly all of the British press decided not to print the revealing pics, and Steve Wynn, 70, the billionaire owner of the Vegas Wynn Hotel where the pics were taken, warned staff they would be fired if they spoke to the media.
LCVA spokeswoman Courtney Fitzgerald told USA Today: "Las Vegas is about adult freedom. It's important for friends to know what activities can be shared publicly and what activities are protected by the code."
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