News / Visitors up, but spending less
THE NUMBER of people travelling to Shetland has grown substantially over the past few years, but they are spending less while they are here, according to the latest visitor survey.
The Island Visitor Survey showed that 65,000 people travelled to the islands in the 12 months up to last September, compared to 60,000 in 2006.
The main growth area has been business tourism, which accounted for as many visits as holidaymakers.
The length of time people stay has almost doubled in that time as well, however despite the increased numbers the value of visitors to the local economy has fallen.
The survey shows that people spent £16.2 million in Shetland during the last year, £2 million less than the inflation-adjusted figure from eight years ago.
While the amount business travellers spent in the isles had gone up to £279, the amount spent by holiday makers and people visiting friends and relatives had fallen significantly.
The survey of visitors to the Scottish islands was carried out by Scotinform Ltd and Reference Economics on behalf of the three island councils, Highlands and Islands Enterprise and VisitScotland.
They interviewed almost 1,300 people at the Holmsgarth ferry terminal and Sumburgh airport, and received another 370 responses to an online survey.
Of the three islands, Shetland had the most business visitors who made up 41 per cent of people coming to the isles, equal to the number of holidaymakers. Eighteen per cent were visiting friends or family.
A third of business travellers were unsurprisingly connected to the oil and gas industry.
The most popular destination remained the Shetland museum and archives, followed in order by Sumburgh Head, St Ninian’s Isle, Scalloway Castle and Jarlshof.
People were impressed by the quality of service and the local attractions and historic sites.
They were less impressed with the cost of travelling to Shetland, especially by plane, and the standard of mobile phone reception and wifi/broadband. Value for money of local arts and crafts and dining out also fared poorly.
While 71 per cent said they were satisfied with Holmsgarth ferry terminal, only 42 per cent said the same for Sumburgh airport, some calling it “dilapidated” and commented on poor food and drink outlets.
Overall there was a very high satisfaction rate and around three quarters of visitors said they would recommend that other people make it a destination, though business visitors thought less of their time here, especially the standard of accommodation.
Shetland Islands Council convener Malcolm Bell said he was “extremely pleased” Shetland continued to provide a high level of satisfaction to visitors.
“Tourism contributes significantly to the local economy, and I’m also heartened to see the increase in the number of business visitors which reflects current developments in the oil and gas sector,” he said.
“I welcome this important piece of research, which will be valuable to us as a local authority.”
A summary of the survey’s can be found here.
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