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Article published 10/07/2023

Introduction from Development Manager, Steve Mathieson

Welcome to the April to June 2023 quarterly edition of our regional industry update for Shetland with an overview of some of the ways we’ve been promoting and supporting tourism in the islands over the last few months.

With the season in full swing, we are seeing and hearing encouraging signs from tourism and events businesses about the season ahead. We know that challenges certainly remain for you all, however as the schools break up for the summer holidays, the appetite for holidaying in Scotland is strong, from both the domestic and international markets.

The recent sunny, warm weather is an added bonus, with outdoor activities such as boat trips and guided walks reporting very brisk trade! The weather has also been great for the camping and caravanning sector, where we’ve recently seen the opening of the new 5* Scalloway Caravan Park.

Shetland has been buzzing with events over the past three months including the Shetland Folk Festival, Shetland Noir, the Simmer Dim Rally and the annual Bergen-Shetland Yacht Race.  And of course we are looking forward to the Tall Ships Race coming to Lerwick in July, with Cruise in Company calls at Cullivoe and Baltasound (the latter coinciding with Unstfest). 

Read on for more information on our activity to support tourism and events in Shetland, and promote the fantastic things to see, do and enjoy across the region.

Fjara cafe bar Shetland
Visitors enjoy food and amazing views at Fjarå Café Bar in Lerwick, Shetland

Global PR

Recent UK press activity

Our UK press team work closely with Scottish and UK media to raise awareness of our work to promote Shetland to visitors, and how we offer support for the industry. Some of the most recent highlights include: 

  • Steve Mathieson cutting the ribbon to open the new Scalloway campsite and presenting their 5* Quality Assurance award
  • coverage in the Shetland Times and Shetland News, as well as an interview with Steve on BBC Radio Shetland
  • providing a quote to the Scottish Daily Express about the boost the TV show Shetland has given to the islands’ tourism industry and an interview to BBC Radio Shetland on the same topic
  • issuing a press release about the launch of a series of new online resource to help tourism businesses in Shetland consider how they can tackle climate change and meet consumer needs
View all press releases on our media centre

HermanessHermaness National Nature Reserve


  • BBC Radio Shetland interviewing Steve Matheson about the Shetland UNESCO World Heritage Site bid
  • issuing a media release highlighting the success of our travel trade event Connect and Promote Shetland’s attendance
  • Steve Mathieson giving an interview to travel writer Simon Parker for his article on the Shetland Way in The Times


Shetland on

Read and share our new and recently updated blogs on our consumer website, Latest content featuring Shetland includes:

Top 15 things to do in Shetland

Best Time of Year to Visit Islands in Scotland

11 Off-the-Beaten-Track Holiday Destinations in Scotland

Here’s some more Shetland inspiration for your visitors:

Scotland's Airports & Flights Around The Country

Best Time of Year to Visit Islands in Scotland

Romantic honeymoons in Scotland

Beach in Shetland

Shetland on our social media

1.7 million

reached by Shetland specific content in the last three months


reactions, likes, comments, shares and saves on Shetland posts in the last three months


reach for top performing post on Instagram which was featured Fair Isle sheep

Lewick iCentre

Located at the Market Cross in the centre of Lerwick’s main shopping street our iCentre is open all year round.

The team at Lerwick iCentre can help visitors with many queries they may have. Things includes finding accommodation, booking trips and tours, transport advice and and providing information on all there is to see and do. 

The iCentre also stocks a range of locally made crafts,. Visitors will many unique items from traditional Fair Isle knitting, to silver jewellery, and more.

Lerwick icentre
Lerwick icentre

Find out contact information and opening hours

Scotland's Year of Stories evaluation

Year of Stories
Photocall for Year of Stories

Over the Scotland's Year of Stories 2022, we saw a programme of stories, films and events at locations including Shetland Museum, and more. 

Find out more about the full impact of Scotland's Year of Stories 2022 and take a look at our key insights, learnings and results.


Read the full evaluation

Future Themed Year

We're asking for your help to scope out options for a future Themed Year. Our Themed Years celebrate the very best of Scotland and its people. Take part in our survey – it’s open until Thursday 20 July 2023.

Complete the survey

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