80 thousand
visits
£35.8 million
total spend
54%
first time visitors to Shetland
Figures taken from Shetland Islands Visitor Survey 2019
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.
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.
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.
The Islands Visitor Survey 2019 was commissioned by Orkney Islands Council, Shetland Islands Council and VisitScotland. The main aim of the survey was to gather views on a wide range of topics relating to the visitor profile and experience. In addition, due to the 'defined' entry/exit points for each island, information was gathered to estimate the volume and value of visitors to each island at a robust level.
The research was carried out between January and December 2019 by Progressive Partnership Limited. 3,363 calibration interviews were conducted and 424 completed online surveys received.
Key highlights include:
77% of leisure visitors were visiting Shetland for the first time, 23% were repeat visitors.
40% were from Scotland, 32% from the rest of the UK.
15% were from Europe, 7% from North America and 6% from other overseas countries.
50% were visiting for a leisure or holiday trip.
20% were visiting friends or relatives.
28% were on a business trip.
The scenery, the history and culture were the main factors influencing leisure visitors to visit Shetland.
Some leisure visitors were also inspired by TV programmes, travel features in the press and books. The TV detective series ‘Shetland’ and books were particularly influential.
Published May 2020
Published May 2020
Published May 2020
