What we did on our holiday in Shetland

Visiting a museum or art gallery was the top activity undertaken by visitors to Shetland, according to the latest regional research from VisitScotland. 

The Scotland Visitor Survey 2023: Shetland, published today (Wednesday, 26 June) by the national tourism organisation revealed that over two-thirds of Shetland respondents (69%) said they visited a museum or art gallery whilst visiting the islands.  

This was closely followed by visiting a visitor or heritage centre (68%), an archaeological site (64%), hillwalking, mountaineering, hiking or rambling (60%) and watching wildlife and bird watching (58%). 

Amongst the Shetland sample, 81% of those said scenery and landscape were the top reasons for choosing to visit Scotland – higher than the Scotland-wide survey result of 70% – followed by history and culture (56%), and outdoor activities (40%).  

Most visitors to Shetland (86%) were repeat visitors to Scotland, and all visitors stayed on average 11.8 nights in Scotland including seven nights in Shetland.

The Scotland Visitor Survey* usually takes place every three or four years but was delayed due to the pandemic and was conducted in 2023.   

It aims to help understand why visitors take a holiday or short break in Scotland and how they rate their experiences when here.  

Visitors were surveyed in-person between March and October last year, and then responded to an online survey when they returned home.  

Steve Mathieson, Development Manager at VisitScotland, said: “Understanding the motivations and experiences of visitors is essential in developing Shetland as a world-class visitor destination.  

“It’s great to hear that visiting a museum or art gallery came out as the top activity for Shetland visitors who took part in the survey, closely followed by visitor or heritage centres. We are very well served here with the likes of the fantastic Shetland Museum & Archives and Scalloway Museum, as well as all the wonderful local museums and heritage centres throughout the isles.

“Visiting an archaeological site was also chosen by almost two-thirds of respondents and again, Shetland is a perfect fit with Jarlshof Mousa broch and, Clickimin broch among the top sites for exploration.

“This visitor survey will help inform and drive our activities, targeting our visitors with the information they want, when they want it. It helps build a picture of what the visitor experience in Shetland actually looks like.

“We will continue to work with businesses and partners to ensure Shetland is a sustainable tourism destination that benefits all.”  

Scotland Visitor Survey 2023: Shetland can be found here https://www.visitscotland.org/research-insights/regions/shetland

ENDS

*Not to be confused with the Shetland Visitor Survey that VisitScotland is managing this year on behalf of Shetland Islands Council.