1. Shetland Visitor Survey 2024
The 2024 visitor survey gives updated figures for the volume and value of tourism to Shetland together with a comprehensive understanding of the whole visitor journey and experiences.
Overview
- Research and insight on tourism in Shetland is available from a range of different sources, including tourism monitors, national statistics, and commissioned research.
- On this page, you will find key data for the area. There are also links to further information regarding a particular source or study.
- The most recent source is the 2024 Shetland Visitor Survey which has updated the figures for volume and value to the islands.
- Please note when comparing the value figures for 2024 with the previous survey conducted in 2019 that the figures published on this page do not take account of inflation between the two periods. These figures can be provided on request.
Key statistics 2024 - all visits
89,000
visits to Shetland
£50.3 million
total spend
45%
of leisure visitors were international
73%
of leisure visitors were first time visitors
Source: Shetland Visitor Survey 2024
Overnight visitors to Shetland (leisure) - summary factsheet
Published June 2025
Overnight visitors to Shetland - full report
Published June 2025
2. Shetland Tourism Strategy Refresh
Produced by Shetland Tourism Strategy Group, supported by VisitScotland and various partners. The Shetland Tourism Strategy Refresh looks at strengths, weaknesses, opportunities, and threats for Shetland tourism, as well as actions and priorities.
Shetland Tourism Strategy Refresh 2024 to 2026
Published September 2024
3. Scotland Visitor Survey 2023
In 2023, we commissioned the Scotland Visitor Survey to gather insight on visitor attitudes and behaviours. The scope of the survey was leisure overnight visitors only.
The survey explores all aspects of the visitor experience in Scotland. Further information on the background, methodology, and key highlights from the survey is also available.
Scotland Visitor Survey 2023 - Shetland
Published June 2024
4. Shetland Way Feasibility Study 2022
The Shetland Way is a proposed long distance walking route. In 2022, a feasibility study was carried out by Stantec on behalf of VisitScotland, Highlands and Islands Enterprise, Shetland Islands Council, NatureScot and Shetland Tourism Association.
The study involved case study reviews, stakeholder consultations and a survey of Shetland residents and past and potential visitor to Shetland.
Shetland Way feasibility study
Published April 2023
Find out more about the findings of a wide-ranging feasibility study carried out on the proposed Shetland Way long distance walking route.
Shetland Way executive summary
Published April 2023
Read the executive summary on the findings of a wide-ranging feasibility study carried out on the proposed Shetland Way long distance walking route.
5. Key statistics 2019
80 thousand
visits
£35.8 million
total spend
Figures taken from Shetland Islands Visitor Survey 2019
