Community / Visitor survey results released
A NEW survey suggests that around one third of people who visited Shetland last year were from outwith the UK.
A total of 160 people coming to Shetland completed VisitScotland’s survey.
More than two thirds of Shetland respondents (69 per cent) said they visited a museum or art gallery whilst visiting the islands.
This was closely followed by attending a visitor or heritage centre (68 per cent), visiting an archaeological site (64 per cent), hillwalking, mountaineering, hiking or rambling (60 per cent) and watching wildlife and bird watching (58 per cent).
Amongst the Shetland sample, 81 per cent of those said scenery and landscape were the top reasons for choosing to visit Scotland – higher than the Scotland-wide survey result of 70 per cent – followed by history and culture (56 per cent) and outdoor activities (40 per cent).
Most visitors to Shetland (86 per cent) were repeat visitors to Scotland, and all visitors stayed on average 11.8 nights in Scotland including seven nights in Shetland.
Thirty three per cent of people coming to Shetland who completed the survey were international visitors.
In terms of the age profile of visitors, 38 per cent of people responding the survey who came to Shetland were of retirement age.
It all comes as VisitScotland plans to close all of its tourist offices in the country, including in Lerwick.
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.
Local VisitScotland development manager Steve Mathieson 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.”
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