Shetland’s Tourism Advocate: Steve Mathieson

Steve Mathieson, our Development Manager for Shetland, has been a dedicated advocate for Shetland’s tourism for over a decade, after joining VisitScotland in 2010.

Steve’s passion for his home is evident. He works tirelessly to build strong relationships with key partners, ensuring that Shetland’s tourism sector has a voice in national conversations about investment and growth.

We spoke to Steve about his deep connection to the islands, the exciting projects he’s involved in and his vision for the future of Shetland tourism.

Living and working in Shetland

Steve’s a brilliant advocate for Shetland, and he talks with a love for the islands.

“Firstly, Shetland is a beautiful part of the world, with stunning scenery and amazing wildlife, history, archaeology and geology. For anyone with an interest in the outdoors, whether nature-watching, hiking, boating, kayaking, swimming, or simply watching the dynamic sky and the northern lights, I can’t imagine anywhere better.”

“My own family history here goes back several centuries at least, and I appreciate that association between the past and present. Shetland is a small and tight-knit community with a strong sense of identity and place. Our Viking heritage is a key highlight, alongside the warm and friendly welcome visitors receive.”

Steve told us that Shetland’s appeal lies in the very qualities that visitors most often cite as reasons for visiting: it’s stunning landscape, unique wildlife, rich history, vibrant culture, and remarkable archaeology.

Steve Kayaking in Shetland. Credit: Yolanda Bruce

Working in partnership

Steve works with many key stakeholders and strategic partners in Shetland.

These include:

• Shetland Island Council’s Economic Development department
• Promote Shetland
• Highlands and Island Enterprise
• Shetland Tourism Association
• NatureScot
• Historic Environment Scotland
• Lerwick Port Authority
• Shetland Amenity Trust
• Shetland Arts Development Agency

In addition to Steve’s work with the Shetland Tourism Strategy Group, he holds leadership roles in several other organisations. He has chaired Living Lerwick, the Business Improvement District, for over eight years, led the Saxavord Spaceport Promotion and Tourism Group and co-chair’s the Islands with Small Populations Tourism Group.

“I’m a Trustee and Treasurer of the Shetland Community Bike Project, a director of Shetland Food and Drink Ltd, a Board Member of Developing the Young Workforce (DYW), and was recently re-appointed as an advisor to the Shetland Transport Partnership (ZetTrans) for another four years. I also serve on the Shetland Tourism Infrastructure Development Group, the local action group for community led development, the Geopark Shetland Working Group, and the Active Travel Group, among others. Additionally, as an organisation, VisitScotland are active members of the Shetland Partnership Community Planning group, and I also chair the Shetland Way Steering Group."

By engaging with these partners, groups, and projects, we help advance the cause of tourism, align national and local strategies, and open doors for funding and investment.

Beaming Shetland to the world

A significant boost to Shetland’s profile as a tourism destination has been the BBC detective series Shetland, which, according to the latest Visitor Survey , is the number one inspiration for visits. With series ten currently airing, this influence is likely to continue well into the future - and series eleven has recently been confirmed for 2026.

The influence of film, literature and television on our visitors is unavoidable, and it’s an important market to tap into. Our famous crime-writing festival, Shetland Noir, returns during 11 - 14 June 2026. This event celebrates Shetland’s unique connection to the phenomena of Nordic genre crime writing, with a busy programme including author talks, workshops, panel discussions and special events. Patron Ann Cleeves, creator of Jimmy Perez, and Marsali Taylor, author of the popular Shetland Mysteries series  are curating the programme and headline guests include Lee Childs, creator of the Jack Reacher novels.

“One of Shetland’s greatest strengths is its authenticity as a destination. Tourism is not the island’s primary industry, and visitors value the opportunity to experience a genuine and authentic glimpse of island life— not an overly curated “tourist experience.” Another key advantage is Shetland’s status as a “niche” destination, as it takes effort, planning and intention for visitors to come to us. While this can sometimes be seen as limiting, it also means Shetland isn’t overcrowded, particularly given our limited transport links - especially by sea, which keeps mass tourism at bay.”

Shetland Noir. Credit: Shetland Noir

Supporting key events and projects

Shetland Food and Drink have recently held two very successful events in rural locations in Shetland based on international cuisine using local produce, with the prime intention of bringing together producers and hospitality providers, as well as informing and entertaining the public. This event was planned and funded with the support of VisitScotland. There are also plans being drawn up for a brand new food festival in the summer of 2026, celebrating Shetland seafood.

The Shetland fire festival season begins in the New Year, and we are providing logistical and financial support to the DMO (Promote Shetland) with the visits of film crews, journalists and influencers coming for Lerwick Up Helly Aa at the end of January 2026. Promote Shetland are returning the favour and supporting a familiarisation trip to Shetland that we are organising for around a dozen international tour operators prior to VisitScotland Connect 2026, taking place in in Glasgow in April, at which Promote Shetland will also be representing the islands.

There are plans for an industry Cruise Conference in March, aimed at encouraging new products onto the market, build on the success we’re seeing in agritourism, croft diversification etc, growing the sector in other ports throughout Shetland, explaining to businesses and potential businesses how to engage with shore-ex companies and cruise lines and discussing a possible cruise levy. There are also plans for a socio-economic survey into Shetland cruise, which is intended to kick off at the conference.

Early 2026 will hopefully see the first vertical space rocket launch from British soil, from the Saxavord Spaceport in Unst. This exciting event is sure to also see the advent of space tourism to Shetland. I chair the Promotion and Tourism Group for the spaceport, which initiated a Visitor Potential Study (funded by SIC Economic Development).

Plans for creating a long-distance walking route through Shetlands, The Shetland Way, have been progressing well, and there is hope that at least a section of it will be commissioned in 2026.

The world famous Up Helly Aa event in Shetland. Credit: VisitScotland / Kenny Lam

Success story

Steve talked about some tourism successes in Shetland.

“SIC Economic Development invested in the creation of the Shetland Tourism Infrastructure Development Plan, which has pinpointed a number of projects that will help establish a more sustainable and resilient industry here as well as enhance the visitor experience. This includes the current project to upgrade visitor facilities on the island of Foula, funded by the Rural Tourism Infrastructure Fund.”

"This is part of a series of successful RTIF projects, including the Hermaness boardwalk, interpretive centre, and toilet block, a collaborative effort between SIC, NatureScot, and VisitScotland. Other completed projects include the Hoswick Visitor Centre car park and the Scalloway Caravan Park."

"HIE has been a key partner with us in several tourism projects, including funding a feasibility study for the Shetland Way, a proposed long-distance walking route. We also provide logistical support to Promote Shetland’s tourism efforts, ensuring direct and valuable communication between the DMO and various VisitScotland departments."

"On a different front, the Shetland Community Bike Project, a social enterprise, provides work placements for individuals fulfilling Unpaid Work Requirements or seeking to build employability skills. The project refurbishes donated bicycles and makes them accessible to those in need, offering a valuable community service. This year, the charity has received sufficient funding to expand its fleet of bikes and e-bikes for hire and purchase a new van. This allows them to support community groups in rural areas and remote islands, offering bikes to visitors and increasing direct bike hire income, including from cruise ship passengers."

"Finally, as an advisor to ZetTrans, I provide a tourism perspective on transport policy matters, including the Regional Transport Strategy and the Active Travel Strategy. Recently, I assisted with ZetTrans’ response to the Scottish Government’s Public Consultation on the next Northern Isles Ferry Services Contract 4.”

Bigton Community Tourism Event, Shetland. Credit: Steve Mathieson