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04 May 2018

May the Fourth be with you! ‘Star Wars Day’ promotion highlights the Wild Atlantic Way and Ireland

Tourism Ireland capitalises on unofficial Star Wars holiday – promoting its Star Wars film in 15 markets

Today (May 4th) is commonly known as ‘Star Wars Day’ – a special day of celebration for fans of the science fiction franchise everywhere. Tourism Ireland is taking advantage of this unofficial Star Wars holiday, giving an extra promotional push to its Star Wars film, in which Mark Hamill – aka Luke Skywalker – praises Ireland’s beauty.

May 4th is the date chosen by fans to celebrate Star Wars because of the easy pun on the famous catchphrase “May the Force be with you” (“May the Fourth be with you”) to declare their love of the franchise.

Over the next 24 hours, Tourism Ireland will target Star Wars fans through its social media channels (YouTube, Twitter and Facebook) in 15 different markets – including Britain, the United States, Canada, Germany, France, Spain, Italy, the Netherlands, the Nordic countries, Belgium, Australia, New Zealand, the UAE, India and Japan. Using #MayThe4th and #StarWars, the organisation will join in the buzz of the day, reminding fans of the film’s connection with Ireland.

Niall Gibbons, CEO of Tourism Ireland, said: “The Wild Atlantic Way has been wowing millions of Star Wars fans everywhere and, on this special day of May 4th, Tourism Ireland is taking the opportunity to highlight the link between the famous movie franchise and Ireland. Our aim is to help whet peoples’ appetites to come and visit the Wild Atlantic Way and Ireland.”

Notes To Editors

  • Tourism Ireland is the organisation responsible for promoting the island of Ireland overseas as a leading holiday destination.
  • Tourism is the island of Ireland’s largest indigenous industry; responsible for in excess of 4% of GNP in the Republic of Ireland and employing approximately 281,000 people across the island.
  • In 2017, we welcomed approximately 10.65 million overseas visitors to the island of Ireland, delivering revenue of about €5.78 billion.
  • Tourism Ireland’s international website is, 29 market sites available in 11 language versions around the world, which attracted around 19.3 million visitors in 2017.

Previous Press Release

03 May 2018

Tourism Ireland board meets in Londonderry