News / Clickimin multi-storey car park and Fjara at Sumburgh Head – questionable Shetland travel guide criticised
A SHETLAND guide book featuring inaccuracies, false information and recommendations for places that have either closed or do not exist has caused confusion.
Shetland Travel Guide 2025, which was seemingly published in June by author Dale D. Martinez, makes a number of outlandish and incorrect statements about life in Shetland.
The book claims that the Clickimin Leisure Centre has a multi-storey car park and a service station, and that the Lounge Bar in Lerwick serves “haddock caught that morning” to customers.
Travel on the Yell ferry is free, in a “political decision recognising Yell’s dependence on mainland services”, according to the book.
And it claims that the Holmsgarth ferry terminal – which solely serves the NorthLink ferry – is the “operational heart” of Shetland’s inter-island ferry service, offering 14 routes to the outer isles.
A copy of the book was picked up by a visitor to Shetland at Sumburgh Airport, who brought it to the attention of Shetland News after being confused by its contents – which appear, in part, to have been written by AI (artificial intelligence).
Sumburgh Airport owner Highlands and Islands Airports Limited (HIAL) said it knew nothing about the book, and that it was not being offered to tourists.
Among the book’s bizarre advice is that tourists going to the Lounge Bar in Lerwick “should wait for acknowledgement before joining conversations” with locals.
Tourists are also advised to avoid discussing controversial topics such as “fishing quotas, oil industry politics and Scottish independence” with Shetlanders.
Martinez claims in the book that he arrived off the ferry into Lerwick at 5am on his first visit, at least two hours earlier than the boat would usually arrive, and said that seasickness on the journey had been so bad that it had “claimed” several passengers.
Other fictitious advice includes recommendations for Tesco petrol station, meals at the Lounge Bar, a Tesco Express on Commercial Street and a Currys PC World in the heart of Lerwick.
It also claims that Fjara café bar, located in the centre of Lerwick, is actually based at Sumburgh Head.
Visitors coming for the Lerwick Up Helly Aa are advised they can buy “grandstand tickets” to get a better view of the night-time procession, at prices of around £15-£25 a ticket.
These can be bought from Lerwick Community Council, the book falsely claims.
And it says the Lerwick Jarl Squad prepare all year to “perform scenarios drawn from Icelandic sagas and Norse mythology” for spectators.
As well as inaccurate information, the book encourages visitors to contact restaurants and cafes that are either closed or have never existed.
Shetland’s “culinary pinnacle” is described as being Hay’s Dock, which has been shut since November 2024, while visitors are also told to go to “The New Inn” in Scalloway or “Westside Inn” in Aith – which the book says “regularly wins local competitions” with its fish and chips.
It also recommends the Wind Dog Café in Yell, which has been closed for at least 10 years.
Actual Shetland eateries such as Frankie’s Fish and Chips, The Dowry and No. 88 are not mentioned in the guide.
A number of non-existent charter companies are also recommended, including “Northlink Charters” in Whalsay and another company called “Ocean Dreams Charters”.
Tourists are encouraged as well to book “experienced tours” through a person called Dr. Sarah Winning, whose mobile number in the guide ends in the numbers 123456.
Author Martinez has eight books to his name on Amazon, all of which appear to have been published in June 2025.
His other titles include guides to the Cook Islands, Redwood National Park in California and Sapa in Northern Vietnam.
The book is available for £13.38 through Amazon, which has been contacted by Shetland News.
No contact details for Martinez, or a publisher, are provided in the guide.
Two one-star reviews were left on Amazon for the guide earlier this week, with one reader calling it “utter tosh”.
“I don’t think the author has been to Shetland,” the reviewer wrote.
“His knowledge of where things are or which stores are here is laughable. He gives prices for meals in places that don’t exist or don’t provide meals.
“This book should be withdrawn from sale.”
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