Economy

Visitors/Tourism

The estimated economic impact of tourism visitors to Shetland in 2022 was £55,421,000.  This showed strong recovery following the Covid pandemic, but had not returned to the pre pandemic levels of 2018 and 2019.  

However, in 2023 the estimated impact exceeded pre pandemic levels, reaching £63,009,000.

Visitors, excluding those arriving by cruise ship

Shetland visitor surveys capture independent travellers entering Shetland through Holmsgarth Ferry Terminal or Sumburgh Airport, and do not include cruise ship passengers.  The last survey was in 2019 and showed that:

  • The total number of visitors, ex cruise ship passengers, was 80,128
  • The total spend of these visitors was £35,790,000
  • 51% of visitors were visiting for leisure, 28% for business and 21% to visit friends and relatives
  • Those visiting friends and relatives stayed for the longest, an average of 6.9 nights
  • Those visiting for leisure had the highest average spend per trip, £520.52
  • The majority of visitors came from the UK, with those from overseas totalling 44% of those visiting for leisure, 13% of those visiting friends and relatives and 11% of business visitors

The next visitor survey is scheduled for 2024.

Cruise Ship Visitors

From small beginnings in the 1980s cruise ship visits steadily increased until Covid-19 hit, which had a significant impact on the industry. 

The industry started to recover in 2022, with 94 cruise ships visiting Lerwick, bringing 58,450 passengers.  Of these passengers 35% were American, 27% German, 25% British and 13% of other nationalities.

Accommodation Supply

In 2022 there were 260 hotels, guest houses, B&Bs, hostels and self-catering establishments in Shetland, offering 2,656 bed spaces. 

While the number of establishemnts reduced by one in 2023, to 259, the number of bed spaces increased, to 2,697.

Tourist Attractions

The top 5 Shetland tourist attractions in 2022 and 2023, by number of visitors, were:

  1. Shetland Museum and Archives
  2. Jarlshof
  3. Hoswick Visitor Centre
  4. Scalloway Museum
  5. Hermaness National Nature Reserve