As the Hollywood
marketing machine floods every available social medium in an effort to promote its
latest Star Wars offering, Irish tourism authorities seem to be finding the urge
to capitalize on the hype irresistible.
With the opening of the film just a day away, Skellig
Michael - a world heritage site on an island off the Irish coast - is being
promoted as the location of a "key scene" in the movie. The
excitement has even reached the halls of the Irish parliament, where Minister
for the Arts Heather Humphrey is reportedly "looking forward to seeing how
Sceilg Mhichíl will feature on the big screen."
While the attempt to promote tourism via a Hollywood
blockbuster is nothing new, the risk - as always - is to do so in a respectful and
sustainable manner, given the environmental sensitivity of sites like Skellig
Michael.
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