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.
Published September 2024
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.
67%
were domestic visitors
33%
were international visitors
86%
were repeat visitors
8%
were on a trip of a lifetime
Source: Scotland Visitor Survey 2023
Published June 2024
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.
80 thousand
visits
£35.8 million
total spend
Figures taken from Shetland Islands Visitor Survey 2019
