An event will take place at Mareel next month, aiming to support small businesses and community groups interested in developing opportunities for cruise tourism in Shetland.
“Cruise Forward - Maximising Shetland's Potential” will explore the future of cruise ship tourism to help local enterprises to grow emerging opportunities within the sector. The day-long event hopes to support local businesses to understand where the cruise market is heading, and how best to benefit from it.
Themes covered during the day include – current cruise market context and opportunities, such as expedition vessel operators; future cruise tourism trends; and how to strengthen Shetland’s visitor offer. International and local case studies will also spotlight how communities have responded and collaborated within regions, to provide market ready experiences.
Guest speakers at the event include Saskia Vrolyk, Expedition Voyage Planner for cruise operator HX Expeditions; Aneta Meszka, Head of Operations at Excursions Ltd, a shore excursions specialist; and Jens Skrede, Managing Director of industry network Cruise Europe.
There will be opportunities throughout the day for networking, questions and discussion, including a panel session with all speakers.
The “Cruise Forward” event takes place on Thursday 12th March 2026, at Mareel, Lerwick from 9.30am until 3.30pm. The event is open to anyone interested in cruise tourism in Shetland and is free to attend, with lunch included. Prior registration is required and anyone interested in attending must register in advance.
The event partners are Shetland Islands Council, Lerwick Port Authority, Highlands and Islands Enterprise, VisitScotland and Business Gateway Shetland.
Dennis Leask, Chair of Shetland Islands Council’s Development Committee, said:
“Shetland’s cruise market is evolving and presenting opportunities for individuals, community enterprises and businesses to diversify, collaborate and grow. This ‘Cruise Forward’ event will explore cruise ship trends, understand the needs of the market, and highlight practical ways to enhance visitor experiences.
“There will be a strong emphasis on local enterprise and the benefits to the local economy. I’d urge anyone with an interest in this area to come along, listen in and engage with the discussions.”