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Business / New tourism strategy aims to boost visitor experience

A NEW tourism strategy for Shetland for the next five years is set to be launched at the end of the month.

The cruise ship Celebrity Silhoutte in Lerwick last summer. Photo: David SpenceEven more cruise ship passengers will visit Shetland in 2019. Photo: David Spence

The strategy will be joined by an action plan in a bid to better Shetland’s visitor experience.

A host of partners have signed up to the Shetland Tourism Association strategy.

They include VisitScotland, Shetland Islands Council, Highlands and Islands Enterprise, Lerwick Port Authority, Promote Shetland, Shetland Amenity Trust, Shetland Arts and ZetTrans.

The key partners are said to have been working with service providers to research and develop the new tourism strategy.

The news comes on the back of confirmation that a record-breaking number of cruise ships will visit Shetland in 2019.

The strategy will be formally launched on the Hjaltland ferry in Lerwick on 30 October.

Shetland Tourism Association chairwoman Emma Miller said: “It’s an exciting time for tourism in Shetland. Visitor numbers are increasing every year and we are identifying new opportunities and new markets to attract.

“The recent visitor survey made for very encouraging reading, and the expected increase in cruise visits is something tourism providers should be seeking to capitalise on

“We hope that this strategy document will facilitate more inter-working between public sector bodies, and individual tourism service providers to help Shetland offer a year-round quality visitor experience – more so than it already does.”

Tickets for the event on 30 October are free, but spaces are limited.

Anyone with an interest in the tourism sector is encouraged to attend. Tickets can be booked at www.thelittleboxoffice.com/realta or by calling Miller on 07753 806095.

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