Visitors spent £50m in Shetland last year, according to new research

VISITORS spent around £50 million in total when in Shetland last year, it has been estimated.

There were also a total estimated 89,000 visits to Shetland in 2024.

The results of the latest survey of visitors – the first since the Covid pandemic – were presented to a meeting of Shetland Islands Council’s development committee on Wednesday.

Development director Neil Grant said the total spend figure was in the “early 30s” of millions before the Covid pandemic.

“It’s good to see that value being progressed,” he added.

The latest survey results show that the average spend in Shetland per visitor in the peak months of April to October was £590.

The survey was conducted between April and October, covering 1,356 visitors at Sumburgh Airport and the Holmsgarth ferry terminal as well as 950 online respondents.

The survey suggests 56 per cent of visitors came to Shetland last year for leisure, with a quarter on business.

For leisure visitors, just over half were from the UK and 45 per cent were international.

Nearly 40 per cent of visitors were aged 65 plus – with only nine percent in the 25-34 category.

Leisure visitors stayed for an average of six nights while in Shetland.

The survey results showed how 67 per cent of visitors said they chose Shetland as a destination because of the scenery and landscape, with wildlife, history, culture and heritage other important factors.

Meanwhile four in ten people said TV programmes featuring Shetland inspired them to visit the isles.

Around half of leisure holidaymakers said they visited an iconic location from the Shetland crime drama series.

Other popular attractions included Sumburgh Head, the Shetland Museum, St Ninian’s Isle and Jarlshof.

Some of the most popular activities undertaken by visitors in 2024 were walks, visiting beaches/coasts, shopping for local crafts/products and birdwatching.

There were also high satisfaction rates on accommodation, food and drink and attractions.

The survey’s notes said travel operators provided departing passenger numbers for 2024 which were used to assist with calculations of estimated passenger volume and spend.