Activity to support tourism in Shetland
In this update:
Introduction from Steve Mathieson
In this update:
Introduction from Steve Mathieson
Welcome to our latest regional update of the year where we look back at our key activity for the first quarter of 2023 between January and March. There are many challenges still facing our industry but at the start of our traditional tourism season in Scotland, we want to remind those in tourism and events of how far we have come, and the opportunities that lie ahead.
The return of Lerwick Up Helly Aa after a two year absence was a spectacular hit with visitors and locals alike, while the rural fire festivals are carrying on where they left off and steadily growing in popularity. Unfortunately our influencer missed South Mainland Up Helly Aa due to its weather postponement, but still found Shetland in the winter snow an enchanting place to report on.
Scottish Tourism Month in March presented the opportunity to celebrate our achievements and for the industry to come together at events throughout the region to share learnings, best practice and ideas for future collaboration.
And we've had lots of media coverage whether that's through our press team or global and regional marketing activity - it's all promoting our tourism offering on a world stage.
Here’s a round-up of some of our activity in Shetland in recent months.
Steve Mathieson, Development Manager
Our corporate PR team work closely with Scottish and UK media to raise awareness of our work to promote the Shetland to visitors, and how we offer support for the industry.
Some of the most recent highlights include:
Businesses at their appointments at VisitScotland Connect
Blogs are a way to reach potential visitors to Shetland through targeted online content. They are one way in which we can really focus on specific topics that we know, from our research, that our visitors are searching for, or interested in.
You can share our content our blogs which are available on visitscotland.com, here are some blogs which feature Shetland:
Visitors at Braewick Cafe & Campsite, overlooking the shore of Braewick Bay, Eshaness, Shetland.
China & Emerging
Find out more about how we’re working to develop Shetland’s outstanding reputation in the global market. This includes information on what we do, how we do it and who we market to.
In partnership with High Life Highland, we promoted Shetland as part of the Spirit of the Islands campaign. We've supported through a contribution of £125,000 and delivery of the consumer marketing campaign.
The Spirit of the Highlands and Islands project seeks to encourage visitors to explore and experience the more remote and rural parts of the Highlands and Islands. It aims to inspire visitors to support local events, festivals, workshops, visitor attractions and outdoor locations across the Highlands and Scotland's many islands.
Marketing included a multi-channel marketing campaign targeting both UK and international audiences, consumer marketing, visitor insights, press trips, a broadcast campaign, media events, social media activity, work with social and digital influencers and travel trade workshops and content.
As well as targeting wider UK and international visitors, the campaign seeks to encourage Scots to explore their own country and embrace their own cultural heritage; for example through exploring the Gaelic language or even the natural beauty already on their doorstep.
Highlights:
‘Scotland is Calling' is our global marketing campaign, designed to support the recovery of Scotland’s tourism industry, by keeping Scotland front of mind with high-spending international visitors.
The aim of the campaign was to make Scotland the first-choice destination when international travel was possible again. It encouraged forward bookings from late 2021 through to 2022 and beyond – to deliver sustainable long-term growth.
Highlights:
1.82 million reached
by Shetland specific content in the last three months
118,000
reactions, likes, comments, shares and saves on Shetland posts in the last three months