Visitors/Tourism
The estimated economic impact of tourism visitors to Shetland in 2025 was £111,705,000, exceeding £100 Million for the first time.
Visitors, excluding those arriving by cruise ship
Shetland visitor surveys capture independent travellers entering Shetland through Holmsgarth Ferry Terminal or Sumburgh Airport, but do not include cruise ship passengers. The last survey, carried out in 2024, showed:
- The estimated total number of visitors, ex cruise ship passengers, was 88,967.
- The estimated total spend of these visitors was £50,309,650.
- 56% of visitors were visiting for leisure, 24% for business and 18% to visit friends and relatives (April - October visits only).
- Those visiting for business stayed for the longest, an average of 8.2 nights (April - October visits only).
- Those visiting for leisure had the highest average spend per trip, £706.62 (April - October visits only).
- The majority of visitors came from the UK, with those from overseas totalling 45% of those visiting for leisure, 15% of those visiting friends and relatives and 9% of business visitors (April - October visits only).
- When asked their likelihood to recommend Shetland as a holiday or short break destination visitors gave an average score of 9.4 out of 10. They also gave an average score of 9.2 out of 10 for the overall satisfaction of their visit.
- 51% of leisure visitors had been inspired to visit by TV, literature and film sources, with the crime drama Shetland being the top programme mentioned.
- The key reasons for leisure visits remained the same as previous surveys: scenery, landscape, wildlife, history, heritage and culture.
- Sumburgh Head was the top attraction visited by leisure visitors and walking the most popular activity.
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 market recovered relatively quickly, with Lerwick surpassing its pre Covid cruise call figures in 2023.
In 2025 there were 127 cruise ship calls to Lerwick, bringing 129,954 passengers. Of these passengers, 36% were American, 21% German, 16% British and 27% other nationalities.
Smaller ports around Shetland have also welcomed cruise ships, with 43 calls in 2025, the majority of which called at Fair Isle.
Accommodation Supply
In 2025 there were 525 hotels, guest houses, B&Bs, hostels and self-catering establishments in Shetland, offering 4,078 bed spaces.
Tourist Attractions
Of the attractions which reported visitor numbers, the top 5 Shetland tourist attractions in 2025 were:
- Shetland Museum and Archives
- Jarlshof
- Hoswick Visitor Centre
- Hermaness National Nature Reserve
- Scalloway Museum