Tourism

Some are inspired to visit after reading about or watching the exploits of DI Jimmy Perez in Ann Cleeves’ Shetland series, some come for the spectacular wildlife, and others head here for one of the islands’ many events, like Up Helly Aa, Shetland Wool Week or the Shetland Folk Festival.

Shetland’s tourism sector has continued to grow strongly into the mid-2020s. Visitor spend now exceeds £50 million annually, with total economic impact estimated at over £60 million. Growth has been supported by strong domestic demand, increasing international interest and a significant rise in cruise tourism through Lerwick.

This reflects a wider shift in travel behaviour. Visitors are increasingly seeking authentic, uncrowded destinations with a strong sense of place – qualities we know that set Shetland apart. Its blend of culture, heritage and wildlife continues to attract high-value visitors from across the UK and beyond.

Extending the tourism season remains a key priority, with growing demand outside the traditional summer peak helping to support a more sustainable, year-round visitor economy.

There is also clear potential to develop more premium, experience-led tourism. Demand is rising for high-quality accommodation, guided experiences and locally rooted food, drink and crafts. With relatively limited provision at the top end of the market, Shetland offers strong potential for carefully considered investment.

Shetland offers a compelling proposition: a distinctive destination with growing demand, increasing global visibility and clear opportunities to invest in a high-quality, sustainable tourism future.

If you’re interested in finding out more about investing in Shetland tourism and the opportunities available, contact Katrina Wiseman from Highlands and Islands Enterprise for further information. Email katrina.wiseman@hient.co.uk or call +44 (0)1463 383203.