Commissioned by Shetland Islands Council in partnership with VisitScotland, Shetland Visitor Surveys aim to identify visitor profiles, explore the visitor journey, evaluate their experience and estimate the volume and value of visits. These surveys capture independent visitors, travelling through Holmsgarth Ferry Terminal or Sumburgh Airport, and do not include cruise ship passengers.
The most recent surveys, carried out in 2024, 2019 and 2017, show that visitor numbers and spend have increased over this period. The 2024 survey also shows that Shetland’s visitor market has experienced a remarkable recovery since the COVID-19 pandemic and continues to be an important contributor to the local economy.
The estimated number of annual visits to Shetland in 2024 was almost 89,000, with an estimated visit spend of over £50.3 million. The breakdown of visits for 2024 was 56% leisure, 24% business, 18% visiting friends and relatives and 2% other. The survey also highlighted that visitor satisfaction levels remain very high.
View full surveys and summary documents