Shetland.org

Tourism in Shetland

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Spectacular cliffs at Eshaness.

Although more people than ever before are sampling Shetland, the islands are unlikely to become a mass-market destination. We have some extraordinary things to see and do, but we can’t offer the guaranteed sun that, for many people, is often the primary consideration. However, our more dramatic weather and remarkable light have an appeal all of their own. A 2007 survey by National Geographic Traveler ranked Shetland as the third most desirable destination in the world. The judges said that our islands have everything ‘with bells on’. They praised

‘spectacular sea cliffs, pristine beaches, fascinating geology, over a million breeding seabirds, the highest density of otters in Europe; regular sightings of killer whales and superb displays of sub-arctic flora’

They also mentioned the blend of Scottish and Scandinavian cultures and noted that the environment had been well cared for, adding:

‘Location, climate, and access keep tourism numbers down. Extremely high integrity in all aspects of heritage and ecology, despite oil developments. Great planning controls and attitude."

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Summer days.

Most holidaymakers still visit Shetland between April and September, with a peak in July and August, but it’s no longer unusual to meet visitors at any time of year. Indeed, every season has something to offer: winter visitors stand a good chance of seeing the aurora borealis or watching enormously powerful seas shatter on the rocky coast.  Watching wildlife is popular at any time of year. Aside from these natural attractions, our various festivals appeal to a range of tastes and, if the weather does take a turn for the worse, we have some excellent indoor diversions including the superb museum in Lerwick and great sports facilities.

Visit.Shetland promotes the islands but tourism in Shetland is a collaborative effort between many organisations and businesses, including transport operators, accommodation providers, the owners of eating-places and the bodies that operate facilities and sites. It’s a sector with scope for expansion that offers opportunities for anyone committed to providing excellent service.