There's two sides to the ethical issue around all this.
First: my own boundaries and guidelines. Spiritual guardianship of these sites is very much a part of the 'work' I do for my matron deity here, right along with the instruction to "get real information out there". I have a very personal deep down connection to this place, to these energies, stories, and gods... so it'd be very tough for me to coldly take cash and pimp out my paganism to gullible groups. On the other hand, there are so many genuine seekers coming here, more each year, and if I'm not helping them find a genuine experience, somebody else will.
So, I have to walk a very careful line between giving too much of my personal spiritual self to strangers, and supporting them in their journey, as is my job (both everyday mundane, and in a priestess capacity).
Second: there's the community I work in. The Visitor Centre I manage is a local community initiative, with a voluntary board of directors, and it's often tough for them to understand all the facets of the spiritual side of our business. Spiritual tourism is the fastest growing sector for us, with the highest spend per visitor of any other special interest group, so they can see the practical side to marketing this aspect carefully and responsibly. However, when we run events, or feature in the media for this market, there is - every time - a local kerfuffle in the community with regard to the "witch that runs the centre", or for example after our international 'Goddess Gathering' in November, I'm still dealing with open hostility because I "brought witches to the village".
There's a balance to be kept there too, this is after all their place more than mine, and without community support and involvement we're at nothing. Money talks, as they say, so it's up to me to make the case for commercial and economic benefit to supporting the spiritual tourism market.
It's not easy, I must admit, but my attitude - both personally and professionally - has always been to make the case openly that Paganism is not wrong, or indeed even very different to the Ireland of not so long ago, and to be an open door as far as people's questions or concerns need to be addressed. I'm not doing anything wrong here, quite the opposite in fact... and slowly, slowly, the Irish communities are changing.
This piece was written as part of the Cherry Hill Seminary 'Real World Pagan Ethics' class, one of a few Pagan Ministry modules I'm taking this year.