News / Visitor numbers on the rise
THE NUMBER annual visitors to Shetland has increased by more than 8,500 over the last four years.
A new survey commissioned by Shetland Islands Council and VisitScotland shows that there were a total of 73,262 visits to the isles in 2017, which were worth around £23.2 million.
The last islands visitor survey was conducted in 2013 and it showed that there were 64,655 visits that year worth £16.2 million.
The figures do not include the tens of thousands of people who visit Shetland on cruise ships.
The average spend per visitor to Shetland, meanwhile, increased from from £251 in 2013 to £317 in 2017.
Nearly one third of leisure visitors last year said they were influenced to come to the isles by TV programmes such as Shetland and An Island Parish.
VisitScotland islands manager Steve Mathieson said the survey findings “clearly demonstrate the vitally important role that tourism plays within the Shetland economy”.
More than half of visitors in 2017 came to Shetland for leisure, while 35 per cent were on business and more than one in ten came to the isles to visit friends or family.
One third of leisure visitors came from outside the UK and 18 per cent were under 35, while the average stay in Shetland was 6.6 nights.
Scenery and landscape, the history/culture and ‘somewhere they have always wanted to visit’ were the main factors influencing leisure visitors to Shetland.
“I am delighted to see the growth in visitor numbers – particularly leisure visitors – and the total value of visits as well as hearing positive feedback about people recommending Shetland as a destination and of people being made to feel welcome whilst here,” Mathieson said.
“Shetland is a place renowned for its astounding archaeological treasures, historical sites, beautiful coastline, wonderful wildlife and stunning scenery, unique culture, arts and music. It comes as no surprise that so many people want to discover these islands and their friendly locals for themselves.”
It wasn’t all positive, however, with survey respondents saying improvements could be made in the availability of free wifi and 3G/4G, while some had bother with mobile phone coverage.
Some visitors said more could be done on travel and transport options and others suggested there could be better signposting to attractions and on roads.
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