Islands Visitor Surveys 2024

Today we’re publishing the results of the 2024 Islands Visitor Surveys, conducted in partnership with Orkney Islands Council and Shetland Islands Council. The research, which excludes cruise visitors, was carried out by Progressive Partnership on behalf of VisitScotland and the two local councils, taking place from April to October 2024.

The research aims to identify visitor profiles, explore the visitor journey, evaluate their experience and determine the volume and value of visits.

This is the first Islands Visitor Surveys since the COVID-19 pandemic, with previous research dating back to 2019, and previously 2017. This provides us with an updated outlook on the Islands tourism and events recovery, and the importance and impact of tourism to both Shetland and Orkney.

Shetland in numbers

£50.3 million

total annual visitor spend. When adjusted for inflation, this is over 13% increase on 2019 spend

89,000 visitors

an increase of 11% from 2019 figures

51% of visitors

were inspired to visit from film, TV or literature featuring Shetland

70% of visitors

came from the UK. 42% from Scotland and 28% from rest of UK

Shetland

The majority of visitors to Shetland in 2024 came from the UK (70%), with 42% from Scotland and 28% from the rest of the UK. International visitors made up 45% of all leisure visitors – with 22% from Europe, 14% from North America and other overseas 9%.

Just over half were leisure visitors, with almost a quarter business visitors and almost a fifth were visiting friends and relatives.

Over half (51%) of all leisure visitors surveyed were inspired to visit by film, TV or literature featuring Shetland. This compares to one in five visitors to Scotland who are inspired to visit by screen tourism.

Scenery and landscape were the top reasons for visiting Shetland (67%), followed by almost two-thirds (65%) stating that they had "always wanted" to visit the islands.

The top attractions for visitors were Sumburgh Head, Shetland Museum and Archives, St Ninian's Isle and beach and an iconic location from the “Shetland” TV series.

Satisfaction levels were very high, with almost eight in 10 leisure visitors to Shetland giving their visit to the islands a nine or 10 out of 10.

Seven in 10 agreed it was one of the best holidays they had ever taken. A total of 84% scored nine or 10 out of 10 for the likelihood to recommend Shetland as a holiday or short break destination.

Orkney in numbers

£78 million

total annual visitor spend. When adjusted for inflation, a 6.4% fall from 2019 figures

59% of visitors

said scenery and landscapes was their top reason for visiting

173,037 visitors

a 10% decrease from 192,000 in 2019

2/3 of visitors were

visiting for the first time

Orkney

The majority of visitors to Orkney were there for leisure, followed by visiting friends and relatives and business.

The domestic UK market is the most important market to Orkney. Following the UK, 42% visitors were from overseas; 22% from Europe and 13% from North America.

Scenery and landscape was the top reason for visiting (59%) followed closely by history, culture and heritage (57%). Over half of visitors (54%) stated that they had "always wanted" to visit Orkney.

The top attractions for visitors were Ring of Brodgar, Skara Brae, St Magnus Cathedral and the Italian Chapel.

Two-thirds of visitors who took part in a recent island survey declared their trip to Orkney one of the best they had ever taken, with almost eight in 10 leisure visitors giving their visit a nine or 10 out of 10.