shetland tourism strategy

Tourist industry wants visitors to spend millions more

A new strategy has been launched for Shetland’s tourism industry – with a target to increase visitors’ spending by £10 million in the next five years.

Shetland Tourism Association (STA) created the document, covering 2018-2023, alongside partners including Shetland Islands Council, Visit Scotland and Highlands and Islands Enterprise.

STA chairwoman Emma Miller said: “I’ve only been chair of the Shetland Tourism Association for a year but in that time we’ve put a lot of work into the strategy and I’m really delighted to see that’s come together in a document that does sum up where we are currently with tourism in Shetland and where we need to be going.”

The 34-page strategy claims visitors spent £23.2 million in 2017, up from £16.2 million in 2013.

However, the aim is to reach a figure of £33.5 million by 2023. See more in Friday’s print edition of The Shetland Times .

• Emma Miller
• Shetland Islands Council
• Shetland Tourism Association

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Business / New tourism strategy aims to boost visitor experience

A new tourism strategy for shetland for the next five years is set to be launched at the end of the month..

The strategy will be joined by an action plan in a bid to better Shetland’s visitor experience.

A host of partners have signed up to the Shetland Tourism Association strategy.

They include VisitScotland, Shetland Islands Council, Highlands and Islands Enterprise, Lerwick Port Authority, Promote Shetland, Shetland Amenity Trust, Shetland Arts and ZetTrans.

The key partners are said to have been working with service providers to research and develop the new tourism strategy.

The news comes on the back of confirmation that a record-breaking number of cruise ships will visit Shetland in 2019.

The strategy will be formally launched on the Hjaltland ferry in Lerwick on 30 October.

Shetland Tourism Association chairwoman Emma Miller said: “It’s an exciting time for tourism in Shetland. Visitor numbers are increasing every year and we are identifying new opportunities and new markets to attract.

“The recent visitor survey made for very encouraging reading, and the expected increase in cruise visits is something tourism providers should be seeking to capitalise on

“We hope that this strategy document will facilitate more inter-working between public sector bodies, and individual tourism service providers to help Shetland offer a year-round quality visitor experience – more so than it already does.”

Tickets for the event on 30 October are free, but spaces are limited.

Anyone with an interest in the tourism sector is encouraged to attend. Tickets can be booked at www.thelittleboxoffice.com/realta  or by calling Miller on 07753 806095 .

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Shetland industry update

Activity to support tourism in shetland from october - december 2022.

In this update:

Introduction from Steve Mathieson, Development Manager for Shetland

Update from Lerwick iCentre

Corporate press activity update

New blogs on visitscotland.com

Year of Stories 2022 activity

Regional marketing update

Hear from Steve Mathieson, Development Manager

Steve Mathieson, Development Manager for Shetland

Welcome to the first regional update of the year. In this update, we look back at our key activity in the last quarter of 2022. Our industry continues to adjust to tough new financial circumstances and it is clear that these will continue to impact in the year ahead.

But there is much to build on and we remain committed to doing what we can to support the industry, whether that’s bringing people to Scotland, offering support and guidance to businesses, or creating opportunities for growth and investment.  

Our marketing, funding and business support activities are all aimed at building on these shoots of recovery to support the responsible growth of our industry.  

It has been a busy period in Shetland – from the launch of our film guide to supporting critically-endangered crafts through our Shop Local retail initiative in Lerwick iCentre - and much more.  

Find out more in this regional update on how all our work is helping to support the ambitions of the national tourism strategy, Scotland Outlook 2030, for Scotland to be a world leader in 21st century tourism. 

Update from our iCentre staff

The return of Shetland Wool Week at the end of September and start of October was a welcome sight. The Lerwick iCentre worked closely with the Wool Week team to ensure attendees were able to once again enjoy everything that Shetland has to offer by setting up an outreach iCentre in the Wool Week Hub.

During the week, we also hosted an event in the iCentre highlighting two of our local producers with a focus on the preservation of endangered crafts.

Throughout the winter we continued to see visitors with some Aurora hunters but also several people working in Shetland looking to make the most of their free time. We also saw a number of small group tours visiting in December.

Towards Christmas, the iCentre worked closely with Living Lerwick to support their events on Da Street by taking part in late night shopping events and being the pickup and drop off point for the Christmas Trail and shop window votes. Our local community once again showed their support for local producers by many shopping locally for Christmas.

We've had a steady stream of enquiries for 2023 and the return of Up Helly Aa and Tall Ships have been popular enquiries. For accommodation enquiries, we've noticed that the summer of 2023 is already picking up.

Latest activity from our regional corporate press team

Working with the media.

Steve Mathieson was interviewed by BBC Radio Shetland after we issued an opinion editorial regarding the Shetland tourism industry’s resilience in challenging operating times.

Our feature about how Shop Local is helping support critically-endangered crafts in Shetland was used on BBC Radio Shetland and also in the Shetland Times.

Film guide launch

Our press release about the launch of our Set in Scotland film guide, appeared in the Shetland Times .

Visitors at Shetland Museum

You could inspire your visitors, refresh your website and social media by sharing our blogs. Our regional marketing team create new blogs regularly which feature on VisitScotland.com. We've included Shetland in these latest articles:

9 Free UNESCO attractions to experience in Scotland

9 reasons why you should visit Scotland in 2023

How to enjoy a local community experience in Scotland

6 Scottish fire festivals that will warm your heart this winter

Scottish traditional music to listen to on a musical journey through Scotland

Global PR highlights

All markets.

Up Helly Aa 

• In Europe, we were able to pitch Shetland stories (Tall Ship Races, Viking heritage, UNESCO Global Geopark) to key consumer and trade media during media appointments in Hamburg early November and then Paris late November. The team also had a series of media meetings in New York City for the travel media summit, International Media Marketplace (IMM), in January.
• We created a pitching deck (a sales presentation), which focused on Shetland and Orkney, to send to our our media contacts. This was received by 15 key travel editors in the UK.  
• Two press trips were organised to Up Helly Aa, working in wider Spirit of Highlands & Islands messaging. One trip for the Financial Times, the other for the Metro. Coverage for this activity is pending.  
• Shetland figured quite largely in our Spirit of the Highlands and Islands broadcast campaign as we had Laurie Goodlad from Shetland involved as a spokesperson. Shetland was referenced in interviews such as Laurie being interviewed by BBC Wiltshire where she talked about Isle of Yell.    
• Shetland included in dark skies pitching and from a pan-market perspective it is worth noting that Shetland (Tall Ship Races) featured in our What’s New for 2023 release which was issued to over 1,000 media contacts globally at the start of November.  
• Print coverage has continued to run in regional newspapers across Germany based on a press trip organised for journalist Dörte Nohrden pre-pandemic. Her article for the German press association highlighted Shetland’s unique natural treasures, fascinating heritage and crafts scene. It was one of the most successful pieces of coverage for Germany during 2022. Most recent pick-up included Nordwest Zeitung.  
• We also received a very visual feature on Up Helly Aa in new online travel publication trpstr.de (on the back of hosting journalist Peter Pfänder on a group press trip pre-pandemic).

Getting your content shared

Check out our handy guide on what content works for us and how to get involved..

Getting your content shared by us doesn't need to be difficult. We're always on the lookout for fantastic, relevant content to share with our audience. Help us inspire people to visit Scotland.

Year of Stories 2022

The Year of Stories launch image

The end of 2022 closed the book on the Year of Stories, however there’s a wealth of resources and information here on VisitScotland.org to continue the legacy of the Themed Year.

In case you missed it, Shetland Museum and Archives featured within a story on new initiatives and campaigns created by attractions across Scotland.  Take a look at our news story.

Publishing partnerships with News UK ( The Sun ) was part of Year of Stories supported promotion of the Great Days Out campaign. It focused on:

• storytelling related attractions
• those with a great story to tell
• free attractions

Both Jarlshof Prehistoric and Norse Settlement featured.

Regional marketing

We had a successful end to the year for Scotland’s UNESCO Trail, forming part of a well-received Parliamentary Reception in December. It was attended by representatives from a number of UNESCO designations and MSPs.

There was strong engagement from paid media activity in the UK, France and Germany, which included activity with Wanderlust .

The Trail has so far won two awards - Fondazione Santagata Award for sustainable development projects and the UK - Wanderlust Sustainability Award.

The final phase of paid media activity, across publishing, partnerships and PR, runs between January and March this year.

Shetland UNESCO Global Geopark has a designated page within the trail website. The page also showcases places to visit, eat and stay on the island. 

Before you go...

Join our shetland business facebook group.

You can join using your personal profile or with your business page.

Our business to business Facebook group is a great way to keep up-to-date with what's happening locally and we'll share our latest news and insights.

Related links

Spirit of the highlands and islands consumer website, new visitor website and film launched by assc, scotland residents' views on the role of tourism.

14 Things You Should Know Before Visiting Shetland Islands

The Shetland Islands, nestled in the North Atlantic Ocean, represent a captivating tapestry of history, culture, and breathtaking landscapes.

Situated northeast of mainland Scotland, this archipelago comprises approximately 100 islands, each offering its own distinct charm and allure.

Renowned for its rugged coastlines, rich Viking heritage, and abundant wildlife, the Shetland Islands beckon travelers from around the globe to immerse themselves in its timeless beauty.

The Shetland Islands hold a strategic location between the North Sea and the Atlantic Ocean, making them an integral part of Scotland’s maritime history.

With a total land area spanning over 1,400 square kilometers, the archipelago boasts a diverse topography, ranging from sweeping cliffs and pristine beaches to rolling hills and heather-clad moorlands.

Despite its remote location, the Shetland Islands have played a pivotal role in trade, fishing, and maritime exploration for centuries.

Today, they continue to captivate visitors with their unspoiled landscapes and rich cultural heritage.

The cultural tapestry of the Shetland Islands is woven from a rich blend of influences, including Norse, Scottish, and Pictish heritage.

Evidence of the islands’ Viking past can be seen in its place names, folklore, and archaeological sites, offering a fascinating glimpse into a bygone era.

From ancient stone circles and Iron Age brochs to picturesque fishing villages and historic lighthouses, the Shetland Islands are steeped in history and folklore.

Visitors can explore ruins dating back thousands of years and uncover the stories of generations past, immersing themselves in the island’s intriguing past.

In addition to its rich history, the Shetland Islands boast unparalleled natural beauty.

Dramatic cliffs rise majestically from the sea, while crystal-clear waters teem with diverse marine life.

Visitors can witness spectacular seabird colonies, including puffins, guillemots, and gannets, or embark on scenic hikes along rugged coastal trails.

Whether exploring ancient archaeological sites, sampling local delicacies, or simply soaking in the tranquil beauty of the landscape, the Shetland Islands offer a truly unforgettable experience for travelers seeking adventure, culture, and natural wonders.

Main Islands in the Shetland Islands Group

The Shetland Islands comprise a diverse archipelago, each island offering its own unique character and attractions. Here’s an overview of some of the main islands that constitute this captivating destination:

A. Mainland

• Lerwick : Serving as the capital and largest town of the Shetland Islands, Lerwick is a vibrant hub of culture, commerce, and history. Visitors can explore its charming waterfront, historic buildings, and bustling markets, including the renowned Lerwick Fish Market.
• Scalloway : Located on the west coast of Mainland, Scalloway is steeped in history, boasting attractions such as Scalloway Castle, once a stronghold of the Stewart earls. The village offers glimpses into Shetland’s past, including its role during World War II.
• Mid Yell : The largest settlement on Yell Island, Mid Yell offers stunning coastal scenery and opportunities for outdoor pursuits such as birdwatching and coastal walks. Visitors can explore the island’s rich Norse heritage and archaeological sites.
• Haroldswick : Situated on Unst, the northernmost inhabited island of the Shetland archipelago, Haroldswick is known for its rugged landscapes, diverse wildlife, and historic sites. Highlights include the Hermaness National Nature Reserve and the striking cliffs of Hermaness Head.
• Norwick : Norwick, nestled on the east coast of Unst, is renowned for its picturesque beaches, including the stunning Norwick Beach, framed by dramatic cliffs and pristine sands. Visitors can also explore the nearby Keen of Hamar Nature Reserve.
• Symbister : The main settlement on Whalsay Island, Symbister, is a picturesque fishing village known for its bustling harbor, traditional cottages, and thriving fishing industry. Visitors can explore scenic coastal walks and enjoy fresh seafood delicacies.
• Houbie : Located on the island of Fetlar, Houbie is a charming village surrounded by verdant hills and breathtaking coastal scenery. Visitors can discover Fetlar’s rich natural heritage, including rare bird species and wildflower meadows.

Exploring these main islands offers a glimpse into the diverse landscapes, rich history, and vibrant communities that define the Shetland Islands.

From ancient ruins and scenic coastlines to picturesque villages and wildlife reserves, each island beckons visitors to discover its own unique treasures and experiences.

Now let’s discuss the 14 Things You Should Know Before Visiting the Shetland Islands:

1. Getting There

Planning your journey to the Shetland Islands involves considering various transportation options and ensuring smooth logistics for your trip. Here’s a comprehensive guide to help you navigate the process seamlessly:

A. Transportation Options

• Ferry : Traveling by ferry is a popular option for reaching the Shetland Islands, especially if you prefer a scenic journey across the North Sea. NorthLink Ferries operates services connecting Aberdeen, Orkney, and Shetland, providing both passenger and vehicle transport options. The ferry journey offers stunning views of the coastline and an opportunity to spot marine wildlife along the way.
• Flight : For those seeking a quicker alternative, direct flights are available from several Scottish cities, including Aberdeen, Edinburgh, and Glasgow, to Sumburgh Airport in Shetland. Loganair operates regular flights, offering convenient connections to the mainland. The aerial approach provides breathtaking aerial views of the islands and surrounding seas.

B. Tips for Booking Tickets and Planning Your Journey

• Book in Advance : Whether you opt for ferry or flight, it’s advisable to book your tickets well in advance, especially during peak travel seasons. This ensures availability and may also offer early booking discounts.
• Consider Flexible Dates : If your travel dates are flexible, consider checking different departure times and dates to find the most convenient and cost-effective options.
• Check for Special Offers : Keep an eye out for special offers and promotions from ferry and airline companies. Subscribing to newsletters or following them on social media can help you stay informed about discounts and deals.
• Pack Accordingly : Depending on your mode of transportation, be mindful of baggage allowances and restrictions. For ferry travel, ensure your vehicle is appropriately loaded, and for flights, adhere to luggage weight and size restrictions to avoid additional charges.
• Plan Ground Transportation : Upon arrival in Shetland, familiarize yourself with local transportation options for getting around the islands. Car rentals, buses, and taxis are available, but it’s advisable to book in advance, especially during peak tourist seasons.
• Stay Informed : Monitor weather forecasts and travel advisories, especially if you’re traveling during winter months when adverse weather conditions may affect ferry and flight schedules. Stay in touch with ferry or airline representatives for real-time updates and changes to your itinerary.

2. Weather and Climate

Understanding the weather and climate patterns of the Shetland Islands is crucial for planning a successful and enjoyable visit. Here’s a comprehensive guide to help you prepare for the elements:

A. Overview of Shetland’s Climate

• Mild Temperatures : Despite its northern latitude, the Shetland Islands experience relatively mild temperatures throughout the year, thanks to the influence of the Gulf Stream. Summers are cool, with average temperatures ranging from 10°C to 15°C (50°F to 59°F), while winters are mild, with temperatures typically hovering around 3°C to 7°C (37°F to 45°F).
• Variable Weather : Shetland’s weather is notoriously changeable, with rapid shifts between sunshine, rain, wind, and fog occurring frequently. Visitors should be prepared for sudden changes in weather conditions and dress accordingly.
• Abundant Rainfall : Rainfall is a common feature of Shetland’s climate, particularly during the autumn and winter months. However, precipitation is spread throughout the year, and sunny spells are not uncommon, especially during the summer season.

B. Best Times to Visit Based on Weather Patterns

• Summer (June to August) : The summer months offer the most favorable weather conditions for visiting the Shetland Islands. With longer daylight hours and milder temperatures, summer provides ample opportunities for outdoor activities, sightseeing, and wildlife spotting. Additionally, many cultural events and festivals take place during this time, adding to the vibrant atmosphere.
• Spring (April to May) and Autumn (September to October) : Spring and autumn are transitional seasons in Shetland, characterized by milder temperatures and fewer crowds compared to the peak summer months. While weather can be unpredictable during these seasons, visitors can still enjoy exploring the islands’ natural beauty and cultural attractions.
• Winter (November to March) : Winter in Shetland is characterized by shorter daylight hours, cooler temperatures, and a higher likelihood of inclement weather. While the islands’ stark landscapes and cozy accommodations can offer a unique winter getaway experience, visitors should be prepared for colder conditions and reduced outdoor activities.

C. What to Pack for Different Seasons

• Summer : Lightweight, breathable clothing, including waterproof outer layers and sturdy walking shoes, are essential for exploring the islands during the summer months. Don’t forget to pack sunscreen, sunglasses, and a hat to protect against the sun.
• Spring and Autumn : Layered clothing is key for navigating the variable weather conditions of spring and autumn. Pack waterproof jackets, warm sweaters, comfortable walking shoes, and accessories like gloves and scarves for cooler days.
• Winter : Winter visitors should pack warm, insulated clothing, including waterproof outer layers, thermal underwear, hats, gloves, and scarves. Sturdy footwear with good traction is essential for navigating potentially icy or muddy terrain.

3. Accommodation

Choosing the right accommodation is crucial for a comfortable and enjoyable stay in the Shetland Islands.

Here’s what you need to know about the various types of accommodations available and tips for booking in advance:

A. Types of Accommodations Available

• Hotels : From luxury resorts to cozy boutique hotels, Shetland offers a range of hotel options to suit different preferences and budgets. Many hotels boast stunning coastal views and convenient amenities, making them ideal for travelers seeking comfort and convenience.
• Bed and Breakfasts (B&Bs) : B&Bs are a popular choice for visitors looking for a more personalized and intimate lodging experience. Shetland’s B&Bs often feature charming accommodations, hearty breakfasts, and warm hospitality, allowing guests to immerse themselves in the island’s culture and hospitality.
• Self-Catering Cottages : For those seeking greater independence and flexibility, self-catering cottages provide a home away from home experience. These accommodations range from traditional croft houses to modern apartments, equipped with kitchens and amenities for self-catering convenience.
• Hostels and Guesthouses : Budget-conscious travelers can find affordable accommodations in hostels and guesthouses scattered throughout the islands. These options offer shared or private rooms, communal spaces, and opportunities to connect with fellow travelers.
• Camping and Caravan Parks : Outdoor enthusiasts can embrace the natural beauty of the Shetland Islands by camping or staying at caravan parks. Several campsites offer stunning seaside locations, modern facilities, and easy access to outdoor activities and attractions.

B. Recommendations for Booking Accommodations in Advance

• Plan Ahead : Due to the popularity of the Shetland Islands as a tourist destination, especially during the summer months, it’s advisable to plan and book accommodations well in advance. Start researching and booking accommodations as soon as your travel dates are confirmed to secure your preferred options.
• Consider Peak Seasons : The summer months, particularly June to August, are the busiest times for tourism in the Shetland Islands, with accommodations filling up quickly. If you plan to visit during peak season, book your accommodations several months in advance to avoid disappointment.
• Flexibility is Key : Be flexible with your travel dates and accommodation preferences, especially if you’re booking last minute or during high-demand periods. Consider alternative lodging options or adjust your travel itinerary to secure availability.
• Check Cancellation Policies : Before booking accommodations, review the cancellation policies carefully. Ensure that you understand the terms and conditions, including any fees or penalties associated with cancellations or changes to your reservation.
• Utilize Online Booking Platforms : Take advantage of online booking platforms and travel websites to compare prices, read reviews, and book accommodations securely. These platforms often offer exclusive deals and discounts for booking online.
• Contact Accommodations Directly : In some cases, contacting accommodations directly may yield better rates or availability, especially for smaller establishments like B&Bs and guesthouses. Don’t hesitate to reach out to the property owners or managers to inquire about special offers or tailored packages.

4. Currency and Payment Methods

Ensuring you have the right currency and payment methods is essential for a smooth and hassle-free experience during your visit to the Shetland Islands. Here’s what you need to know:

A. Information about Currency Used in Shetland (British Pound Sterling)

• British Pound Sterling (GBP) : The official currency used in the Shetland Islands, as well as throughout the United Kingdom, is the British Pound Sterling (£). Banknotes come in denominations of £5, £10, £20, and £50, while coins include 1p, 2p, 5p, 10p, 20p, 50p, £1, and £2.
• Currency Exchange : While major banks and currency exchange offices may be limited in the Shetland Islands, currency exchange services are available at airports, ferry terminals, and some banks on the mainland. It’s advisable to exchange currency before arriving in Shetland or withdraw cash from ATMs upon arrival.
• Credit and Debit Cards : Credit and debit cards are widely accepted at hotels, restaurants, shops, and tourist attractions throughout the Shetland Islands. Major credit cards such as Visa, Mastercard, and American Express are commonly used, although some establishments may not accept all card types.

B. Availability of ATMs and Credit Card Acceptance

• ATMs : ATMs are readily available in larger towns and villages across the Shetland Islands, including Lerwick, Scalloway, and Brae. These ATMs dispense British Pound Sterling and may charge fees for withdrawals, especially for international cards. It’s advisable to check with your bank regarding any foreign transaction fees or withdrawal limits before traveling.
• Credit Card Acceptance : Most hotels, restaurants, and retail establishments in the Shetland Islands accept major credit and debit cards. However, some smaller shops, cafes, and rural areas may prefer cash transactions or have minimum purchase requirements for card payments. It’s always a good idea to carry some cash for smaller purchases or in case of emergencies, especially when venturing into more remote areas.
• Contactless Payments : Contactless payment technology is increasingly prevalent in the Shetland Islands, allowing for quick and convenient transactions for purchases under a certain amount. Many establishments now offer contactless payment options, which can be particularly useful for travelers looking to minimize physical contact and handle transactions efficiently.
• Currency Exchange Services : While currency exchange services may be limited in the Shetland Islands, banks and post offices on the mainland offer currency exchange facilities and may provide assistance with international transactions and currency conversions.

5. Language and Culture

Exploring the language and culture of the Shetland Islands provides insight into the rich tapestry of traditions and heritage that define this unique archipelago. Here’s what you need to know:

A. Overview of Shetland’s Cultural Heritage

• Norse Influence : The cultural heritage of the Shetland Islands is deeply rooted in its Norse history, dating back to the Viking era. Norse settlers arrived in the islands over a thousand years ago, leaving an indelible mark on the language, place names, folklore, and traditions of Shetland.
• Fishing and Maritime Tradition : Fishing has been a way of life in Shetland for centuries, shaping the islanders’ identity and economy. Traditional fishing methods, boat-building techniques, and maritime skills continue to be celebrated and preserved, reflecting the islands’ close connection to the sea.
• Music and Folklore : Shetland boasts a vibrant musical heritage, with traditional folk music and dance playing a central role in local culture. From fiddle tunes and ballads to lively reels and dances, music is deeply ingrained in Shetland’s social fabric, with regular gatherings, concerts, and festivals celebrating the island’s musical traditions.
• Arts and Crafts : The Shetland Islands are renowned for their distinctive arts and crafts, including intricate knitwear, textile weaving, and pottery. Local artisans draw inspiration from the islands’ natural beauty and cultural heritage, producing unique handcrafted goods that showcase Shetland’s creativity and craftsmanship.

B. Common Phrases in Shetlandic Dialect

• “Aye” – Yes
• “Noo” – Now
• “Peerie” – Small or little
• “Bonnie” – Beautiful
• “Da” – Dad
• “Mun” – Must or have to
• “Bairn” – Child
• “Kirk” – Church
• “Fae” – From or of
• “Hame” – Home

Learning a few common phrases in the Shetlandic dialect can enhance your interactions with locals and enrich your cultural experience during your visit to the islands.

C. Cultural Etiquette and Customs to be Aware of

• Respect for Traditions : Shetlanders take pride in their cultural heritage and traditions. Visitors are encouraged to show respect for local customs, including observing local festivals, participating in traditional activities, and supporting local artisans and businesses.
• Hospitality and Friendliness : Shetlanders are known for their warm hospitality and friendliness towards visitors. It’s customary to greet people with a smile and engage in friendly conversation, especially in smaller communities where a strong sense of community prevails.
• Environmental Stewardship : Shetland’s pristine natural environment is a cherished asset, and visitors are encouraged to practice responsible tourism and conservation efforts. This includes respecting wildlife habitats, following designated trails, and disposing of waste responsibly to minimize environmental impact.
• Appreciation of Nature : The Shetland Islands boast breathtaking landscapes and diverse ecosystems, making them a haven for outdoor enthusiasts and nature lovers. Visitors are encouraged to take time to appreciate the natural beauty of the islands, whether exploring coastal cliffs, observing seabird colonies, or strolling along sandy beaches.

6. Local Cuisine

Exploring the culinary delights of the Shetland Islands offers a tantalizing journey through its rich maritime heritage and abundant natural resources. Here’s a taste of what to expect:

A. Traditional Shetland Dishes and Specialties

• Shetland Reestit Mutton Soup : A hearty and warming soup made from reestit mutton (salted and dried lamb), potatoes, and root vegetables, simmered to perfection with savory herbs and spices.
• Shetland Lamb : Renowned for its tender texture and rich flavor, Shetland lamb is a prized delicacy, often prepared in traditional dishes such as lamb stew, roast lamb, or slow-cooked shepherd’s pie.
• Shetland Seafood : With its bountiful coastal waters, Shetland is celebrated for its fresh and flavorful seafood offerings. From succulent scallops and plump mussels to delicate smoked salmon and haddock, seafood lovers will delight in the diverse array of oceanic delights available.
• Shetland Black Pudding : A savory delicacy made from locally sourced ingredients, including oatmeal, onions, and spices, blended with blood and suet to create a rich and flavorful sausage with a distinctive dark hue.
• Bannocks : Traditional Shetland bannocks are hearty, oat-based flatbreads, perfect for pairing with soups, stews, or enjoying on their own with a generous slathering of butter.
• Beremeal : Beremeal, a type of barley flour unique to Shetland, is a staple ingredient in many traditional recipes, including bannocks, biscuits, and oatcakes, prized for its nutty flavor and hearty texture.

B. Recommendations for Trying Local Restaurants and Cafes

• The Scalloway Hotel Restaurant : Located in the heart of Scalloway, The Scalloway Hotel Restaurant offers a delightful menu showcasing locally sourced ingredients and traditional Shetland flavors. From seafood platters and lamb dishes to indulgent desserts, diners can savor the best of Shetland cuisine in a warm and welcoming atmosphere.
• Hay’s Dock Cafe Restaurant : Situated within the Shetland Museum and Archives in Lerwick, Hay’s Dock Cafe Restaurant offers panoramic views of Lerwick Harbour and a delectable menu featuring seasonal dishes crafted from locally sourced produce. Visitors can enjoy freshly prepared seafood, homemade soups, and artisanal baked goods while taking in the stunning waterfront vistas.
• The Dowry Cafe : Tucked away in Lerwick’s historic lanes, The Dowry Cafe is a charming spot serving up delicious homemade fare and artisanal coffee in a cozy and relaxed setting. Visitors can enjoy a selection of soups, sandwiches, and baked treats made with locally sourced ingredients, alongside friendly service and a warm welcome.
• Frankies Fish & Chips : For a taste of classic Shetland comfort food, head to Frankies Fish & Chips in Brae, where you can indulge in freshly battered fish, hand-cut chips, and other seaside favorites made to order. With its casual atmosphere and generous portions, Frankies is a beloved local institution for fish and chip enthusiasts.
• Peerie Shop Cafe : Nestled in the picturesque village of Brae, Peerie Shop Cafe offers a cozy and inviting atmosphere, perfect for enjoying freshly brewed coffee, homemade cakes, and light bites made with locally sourced ingredients. Visitors can browse the charming gift shop and sample a selection of Shetland delicacies while taking in the tranquil surroundings.

7. Things to Do and See

The Shetland Islands beckon visitors with a wealth of natural wonders, historical treasures, and outdoor adventures waiting to be explored. Here’s a curated list of experiences to enhance your journey:

A. Exploration of Natural Attractions

• Cliffs and Coastlines : Explore the dramatic coastal cliffs that define the rugged beauty of the Shetland Islands. From the towering cliffs of Eshaness to the majestic sea stacks of Noss, visitors can marvel at breathtaking vistas and geological wonders carved by the relentless forces of nature.
• Beaches : Discover secluded coves and pristine beaches scattered along the Shetland coastline. From the white sands of St. Ninian’s Isle to the windswept shores of West Sandwick, each beach offers its own unique charm and opportunities for relaxation and exploration.
• Wildlife Watching : Embark on wildlife-watching excursions to observe Shetland’s diverse array of marine and birdlife. From seals and otters to seabird colonies teeming with puffins, guillemots, and razorbills, the islands offer unparalleled opportunities for nature enthusiasts to observe wildlife in their natural habitats.

B. Historical Sites and Landmarks to Visit

• Jarlshof : Step back in time at Jarlshof, an archaeological site spanning over 4,000 years of human history. Explore the remains of Neolithic, Bronze Age, Iron Age, Pictish, Viking, and medieval settlements, including dwellings, brochs, and Norse longhouses.
• Mousa Broch : Journey to Mousa Island to marvel at one of the best-preserved Iron Age brochs in Scotland. Towering over 13 meters high, Mousa Broch offers a glimpse into the island’s ancient past and panoramic views of the surrounding seascape.
• Scalloway Castle : Discover the imposing ruins of Scalloway Castle, once the stronghold of the Stewart earls and a key strategic fortress during the medieval period. Explore the castle’s atmospheric chambers, towers, and dungeons, and learn about its turbulent history through interpretive displays.

C. Outdoor Activities

• Hiking : Lace up your hiking boots and embark on scenic trails through Shetland’s diverse landscapes. From coastal paths and heather-clad moors to hill walks and nature reserves, the islands offer a myriad of hiking opportunities for all skill levels.
• Birdwatching : Shetland is a birdwatcher’s paradise, home to a remarkable variety of seabirds, waders, and migratory species. Join guided birdwatching tours or venture out independently to spot puffins, skuas, terns, and other feathered residents along coastal cliffs and nesting sites.
• Kayaking and Coastal Exploration : Take to the water and explore Shetland’s pristine coastline by kayak or boat. Paddle through sheltered sea lochs, explore sea caves and rock formations, and keep an eye out for seals, porpoises, and other marine life that inhabit the surrounding waters.

8. Transportation Within the Islands

Navigating the Shetland Islands efficiently ensures that visitors can explore the diverse landscapes, attractions, and communities with ease. Here’s a guide to transportation options and tips for getting around the islands:

A. Overview of Transportation Options Within Shetland

• Car Rentals : Renting a car provides flexibility and convenience for exploring the Shetland Islands at your own pace. Several car rental agencies operate in larger towns such as Lerwick and Sumburgh Airport, offering a range of vehicle options to suit different needs and budgets.
• Public Transportation : Shetland’s public transportation network includes bus services operated by ZetTrans, providing connections between major towns and villages across the islands. Additionally, ferries operate between various islands, offering scenic crossings and essential links for island residents and visitors alike.
• Taxi Services : Taxi services are available in larger towns and villages, offering on-demand transportation for short journeys or transfers to and from airports , ferry terminals, and accommodations.

B. Renting a Car vs. Using Public Transportation

• Renting a Car : Renting a car provides the freedom to explore remote areas and scenic routes at your leisure. It’s ideal for visitors who prefer independence and flexibility in their travel itinerary, allowing for spontaneous detours and exploration off the beaten path.
• Using Public Transportation : Public transportation offers a cost-effective and environmentally friendly option for getting around the islands. Bus services connect major towns and villages, providing access to popular attractions and amenities. For visitors without access to a car, public transportation is a convenient way to explore the islands’ diverse landscapes and communities.

C. Tips for Navigating the Islands Efficiently

• Plan Your Itinerary : Before setting out, plan your itinerary and prioritize key attractions and activities you wish to experience. Consider distances between locations, transportation schedules, and potential sightseeing opportunities along the way.
• Check Transportation Schedules : Familiarize yourself with bus and ferry schedules, especially if you plan to rely on public transportation. Timetables may vary depending on the season, so be sure to check for any schedule changes or service disruptions in advance.
• Be Mindful of Weather Conditions : Shetland’s weather can be unpredictable, with fog, wind, and rain common throughout the year. Stay informed about weather forecasts and be prepared for changing conditions, especially if traveling by sea or in more remote areas.
• Stay Connected : Keep essential contact information, including transportation providers, accommodation details, and emergency contacts, readily accessible. Consider carrying a mobile phone with a local SIM card for communication and navigation purposes.
• Respect Local Traffic Laws and Customs : Familiarize yourself with local traffic laws and customs, including driving on single-track roads, yielding to wildlife, and respecting pedestrian right-of-way in towns and villages.

9. Safety Tips

Exploring the Shetland Islands offers unforgettable adventures amidst stunning landscapes and rich cultural heritage. To ensure a safe and enjoyable experience, consider the following safety tips:

A. Advice for Staying Safe While Exploring Shetland

• Weather Awareness : Shetland’s weather can be unpredictable, with rapid changes in conditions. Stay informed about weather forecasts and be prepared for sudden shifts in temperature, wind, and precipitation, especially if engaging in outdoor activities.
• Coastal Safety : Exercise caution when exploring coastal areas, cliffs, and beaches. Pay attention to tide times, rough seas, and slippery surfaces, and avoid venturing too close to the edge of cliffs or unstable terrain.
• Wildlife Encounters : Respect wildlife and observe from a safe distance to avoid disturbing or endangering animals. Keep a safe distance from seals, seabird colonies, and nesting sites, and refrain from feeding or approaching wildlife.
• Outdoor Activities : If participating in outdoor activities such as hiking, kayaking, or birdwatching, plan ahead and take necessary precautions. Carry adequate supplies, including water, food, maps, and emergency equipment, and inform others of your itinerary and expected return time.
• Driving Safety : If driving in Shetland, familiarize yourself with local traffic laws, road conditions, and signage. Exercise caution on single-track roads, adhere to speed limits, and yield to pedestrians, cyclists, and livestock.
• Emergency Preparedness : Carry a fully charged mobile phone with local emergency contacts programmed and accessible. Be aware of your surroundings and know how to reach emergency services, including police, fire, ambulance, and coastguard.

B. Emergency Contact Information and Medical Facilities

• Emergency Services : In case of emergencies, dial 999 for police, fire, ambulance, or coastguard assistance. Emergency services are available 24/7 and can dispatch assistance to your location promptly.
• Medical Facilities : Shetland offers medical facilities and healthcare services in major towns and villages, including Lerwick, Scalloway, and Brae. Lerwick Health Centre and the Gilbert Bain Hospital in Lerwick provide primary and emergency medical care, including accident and emergency services.
• Pharmacies : Pharmacies in Shetland provide prescription and over-the-counter medications, as well as healthcare advice and support. Pharmacies are typically open during regular business hours, with some offering extended hours or emergency services.
• Coastguard Services : The Shetland Coastguard provides maritime safety and search and rescue operations around the islands’ coastal waters. In case of maritime emergencies, contact the Coastguard by dialing 999 and requesting Coastguard assistance.

10. Wildlife and Nature Conservation

The Shetland Islands boast a rich tapestry of wildlife and natural landscapes, offering visitors unparalleled opportunities to connect with nature and experience the wonders of the wild.

Here’s what you need to know about Shetland’s diverse wildlife and tips for responsible tourism and nature conservation:

A. Information about Shetland’s Diverse Wildlife

• Seabird Colonies : Shetland is home to some of the largest seabird colonies in the United Kingdom, including puffins, guillemots, razorbills, and kittiwakes. Visitors can observe these magnificent seabirds nesting on coastal cliffs and offshore stacks during the breeding season, providing unforgettable wildlife encounters.
• Marine Mammals : Shetland’s coastal waters are teeming with marine life, including seals, otters, dolphins, and porpoises. Seal colonies can be found basking on rocky shores and remote beaches, while sightings of cetaceans are common during boat trips and coastal walks.
• Rare Bird Species : Shetland’s remote location and diverse habitats make it a haven for rare and migratory bird species. Birdwatchers can spot rarities such as the white-winged scoter, yellow-browed warbler, and Siberian rubythroat, particularly during migration periods in spring and autumn.
• Wildflowers and Plant Life : Shetland’s unique climate and geology support a diverse array of wildflowers and plant species. From colorful carpets of heather and bluebells to delicate orchids and rare alpine flora, the islands’ flora adds vibrant splashes of color to the landscape.

B. Tips for Responsible Tourism and Nature Conservation

• Respect Wildlife and Habitat : Observe wildlife from a safe distance and avoid disturbing nesting sites, breeding colonies, and sensitive habitats. Keep noise levels to a minimum and refrain from feeding or approaching wild animals to prevent stress and disruption.
• Leave No Trace : Practice Leave No Trace principles by disposing of waste responsibly, including litter, food scraps, and plastic waste. Carry out all rubbish and recyclables and leave natural areas as you found them to preserve their beauty for future generations.
• Stay on Designated Trails : Stick to designated paths and trails when exploring nature reserves, coastal areas, and protected landscapes. Avoid trampling vegetation and fragile ecosystems, and respect signage and guidelines provided by conservation authorities.
• Support Conservation Efforts : Consider supporting local conservation organizations and initiatives dedicated to protecting Shetland’s wildlife and natural heritage. Get involved in volunteer programs, wildlife surveys, and habitat restoration projects to contribute to conservation efforts firsthand.
• Educate Yourself and Others : Learn about Shetland’s wildlife, ecosystems, and conservation challenges, and share your knowledge with fellow travelers. Raise awareness about the importance of nature conservation and responsible tourism practices to promote sustainability and stewardship.

11. Events and Festivals

The Shetland Islands are renowned for their vibrant cultural scene and lively calendar of events and festivals, offering visitors a chance to immerse themselves in the rich heritage and traditions of the archipelago.

Here’s a glimpse into the annual festivities and suggestions for attending cultural celebrations:

A. Overview of Annual Events and Festivals in Shetland

• Up Helly Aa : Up Helly Aa is Shetland’s most famous and iconic festival, celebrated annually on the last Tuesday of January in Lerwick. The festival culminates in a spectacular torchlit procession, where thousands of costumed participants march through the streets, followed by the burning of a replica Viking longship.
• Shetland Folk Festival : Held in May each year, the Shetland Folk Festival showcases traditional music and dance from Shetland and around the world. The festival features concerts, ceilidhs, workshops, and sessions in venues across the islands, attracting musicians and enthusiasts from far and wide.
• Shetland Nature Festival : The Shetland Nature Festival celebrates the islands’ natural heritage and biodiversity, with a diverse program of guided walks, wildlife tours, talks, and family-friendly activities. Held in July, the festival offers opportunities to explore Shetland’s landscapes, flora, and fauna in the company of knowledgeable guides and experts.
• Shetland Accordion and Fiddle Festival : The Shetland Accordion and Fiddle Festival is a highlight of the islands’ musical calendar, featuring concerts, dances, competitions, and workshops celebrating traditional Shetland music. Held in October, the festival attracts performers and enthusiasts from across Scotland and beyond.
• Screenplay Film Festival : The Screenplay Film Festival is Shetland’s premier celebration of cinema, showcasing a diverse selection of international and independent films, documentaries, and shorts. Held annually in September, the festival offers screenings, discussions, workshops, and special events for film enthusiasts of all ages.

B. Suggestions for Attending Cultural Celebrations

• Plan Ahead : Research event dates, venues, and program details in advance to ensure you don’t miss out on the highlights of each festival. Consider booking accommodations and transportation early, especially during peak festival periods, to secure your preferred options.
• Immerse Yourself in Local Culture : Take the opportunity to immerse yourself in Shetland’s rich cultural heritage by attending concerts, performances, workshops, and community events during festivals. Engage with locals, participate in traditional activities, and savor the unique atmosphere of each celebration.
• Experience Authentic Cuisine and Hospitality : Sample traditional Shetland cuisine, including local delicacies and specialties, at food stalls, markets, and restaurants during festivals. Embrace the warmth and hospitality of Shetlanders as you enjoy music, dance, and culinary delights in the company of fellow revelers.
• Capture the Moment : Bring your camera or smartphone to capture memorable moments and vibrant scenes from the festivals. Share your experiences on social media and connect with other festivalgoers using event hashtags and online communities.
• Respect Local Customs and Traditions : Show respect for local customs, traditions, and etiquette during cultural celebrations. Follow event guidelines, be mindful of cultural sensitivities, and contribute to a welcoming and inclusive atmosphere for all participants and visitors.

12. Shopping and Souvenirs

Exploring Shetland’s shopping scene offers visitors a chance to discover unique treasures and souvenirs that reflect the islands’ rich culture, craftsmanship, and natural beauty.

Here’s where to find distinctive souvenirs and support local artisans and businesses:

A. Where to Find Unique Souvenirs and Gifts in Shetland

• Craft Shops and Galleries : Explore craft shops and galleries in towns and villages across the islands, where you’ll find a diverse selection of handmade goods and artisanal crafts. From Shetland knitwear and textiles to pottery, jewelry, and artwork, these establishments showcase the talents of local artisans and offer one-of-a-kind souvenirs to take home.
• Lerwick : The capital town of Lerwick is home to a variety of shops and boutiques offering a wide range of souvenirs, gifts, and local products. Explore Commercial Street and surrounding areas to browse specialty shops, art galleries, and craft studios showcasing Shetland’s creative talents.
• Craft Markets and Fairs : Keep an eye out for craft markets, fairs, and artisan events held throughout the year in Shetland. These events provide opportunities to meet local makers, browse handmade goods, and purchase unique souvenirs directly from the artisans themselves.
• Croft Shops and Farm Stores : Visit croft shops and farm stores located in rural areas and on smaller islands, where you’ll find a selection of locally produced goods, including preserves, honey, wool products, and handmade crafts. These charming establishments offer a glimpse into traditional island life and provide authentic souvenirs with a sense of place.
• Online Marketplaces : Explore online marketplaces and websites that showcase Shetland-made products and crafts, allowing you to shop for souvenirs and gifts from the comfort of your home. Many local artisans and businesses offer online platforms to showcase their creations and reach a wider audience.

B. Support for Local Artisans and Businesses

• Buy Local : Support local artisans, crafters, and businesses by purchasing handmade goods and products crafted in Shetland. By choosing locally made souvenirs, you’re not only acquiring unique keepsakes but also contributing to the local economy and sustaining traditional crafts and skills.
• Attend Workshops and Demonstrations : Participate in workshops, demonstrations, and studio visits offered by local artisans and crafters. Gain insight into traditional techniques, learn about the creative process, and engage with the vibrant arts community in Shetland.
• Spread the Word : Share your positive experiences and discoveries with friends, family, and fellow travelers. Recommend local shops, artisans, and products to others, and help raise awareness about the quality and diversity of Shetland-made goods.
• Explore Sustainable Options : Look for eco-friendly and sustainable souvenirs that align with Shetland’s commitment to environmental stewardship and conservation. Choose products made from natural materials, support ethical practices, and minimize waste by opting for reusable and eco-conscious items.
• Connect with the Community : Engage with local artisans and businesses through social media, newsletters, and community events. Follow their creative journey, stay informed about new products and promotions, and foster connections with the people behind the crafts.

13. Internet and Communication

Staying connected while exploring the Shetland Islands ensures that visitors can access essential information, communicate with loved ones, and share their experiences with the world.

Here’s what you need to know about internet and communication services in Shetland:

A. Availability of Internet and Mobile Phone Coverage

• Internet Access : Internet access is available in most accommodations, cafes, restaurants, and public spaces throughout the Shetland Islands. Many hotels, guesthouses, and bed-and-breakfast establishments offer complimentary Wi-Fi for guests, allowing travelers to stay connected during their stay.
• Mobile Phone Coverage : Mobile phone coverage is generally reliable in populated areas and larger towns across Shetland. Major mobile network providers offer coverage across the islands, including 3G and 4G services, enabling visitors to make calls, send texts, and access mobile data services.
• Remote Areas : In more remote and rural areas of Shetland, particularly in the more isolated islands and coastal regions, mobile phone coverage may be limited or sporadic. Visitors should be prepared for potential gaps in coverage when venturing off the beaten path or exploring remote landscapes.

B. Tips for Staying Connected While in Shetland

• Check Roaming and Data Plans : Before traveling to Shetland, check with your mobile network provider regarding international roaming and data plans. Consider purchasing a local SIM card upon arrival for affordable access to voice and data services during your stay.
• Utilize Wi-Fi Hotspots : Take advantage of Wi-Fi hotspots available in cafes, restaurants, libraries, and visitor centers across Shetland. Many establishments offer complimentary Wi-Fi for patrons, allowing visitors to connect their devices and access the internet without incurring additional charges.
• Download Offline Maps : Download offline maps and navigation apps to your smartphone or tablet before exploring Shetland. Offline maps allow you to navigate the islands even in areas with limited mobile coverage, ensuring you can find your way without relying on a constant internet connection .
• Communicate Emergency Contacts : Save emergency contacts, including local emergency services, accommodations, and tour operators, in your phone’s contacts list for easy access. Be prepared for unexpected situations and ensure you can reach assistance quickly if needed.
• Stay Informed : Keep up-to-date with local news, weather forecasts, and travel advisories using online resources and official websites. Stay informed about any changes in transportation schedules, weather conditions, or safety alerts that may affect your travel plans while in Shetland.
• Respect Privacy and Connectivity : Respect the privacy and connectivity needs of others when using shared Wi-Fi networks or public spaces. Avoid streaming large files or downloading heavy data while connected to limited bandwidth networks to ensure a positive experience for all users.

14. Environmental Conservation Efforts

Shetland’s commitment to environmental sustainability and conservation efforts reflects the islands’ dedication to preserving their natural beauty, protecting wildlife habitats, and fostering eco-friendly tourism practices.

Here’s a closer look at Shetland’s environmental conservation initiatives:

• Protected Areas : Shetland is home to a network of protected areas, including nature reserves, wildlife sanctuaries, and Sites of Special Scientific Interest (SSSI). These designated areas help safeguard fragile ecosystems, rare species, and important habitats from development and environmental degradation.
• Community Engagement : The Shetland community actively participates in environmental conservation efforts through volunteer programs, cleanup campaigns, and educational initiatives. Local organizations, conservation groups, and government agencies collaborate to raise awareness, promote sustainable practices, and address environmental challenges facing the islands.
• Environmental Policies : Shetland’s local authorities implement environmental policies and regulations aimed at mitigating climate change, reducing carbon emissions, and promoting renewable energy sources. Initiatives focus on energy efficiency, waste reduction, and resource management to minimize the islands’ ecological footprint and enhance environmental resilience.
• Wildlife Protection Programs : Shetland supports wildlife protection programs and conservation projects focused on safeguarding native species, preserving habitats, and monitoring biodiversity. Efforts include seabird monitoring, marine mammal research, and habitat restoration initiatives aimed at enhancing ecosystem health and resilience.
• Eco-Friendly Tourism Practices : Shetland promotes eco-friendly tourism practices that minimize environmental impact and promote sustainable travel experiences. Accommodations, tour operators, and attractions embrace green practices such as energy conservation, waste reduction, and responsible wildlife viewing to ensure that tourism activities are conducted in harmony with nature.
• Education and Outreach : Environmental education and outreach programs play a crucial role in raising awareness about Shetland’s natural heritage and conservation priorities. Schools, community centers, and visitor attractions offer educational resources, guided tours, and interpretive exhibits that engage residents and visitors in learning about local ecosystems, wildlife conservation, and environmental stewardship.
• Partnerships and Collaborations : Shetland collaborates with national and international partners, including conservation organizations, research institutions, and government agencies, to address global environmental challenges and promote sustainable development. Partnerships foster knowledge exchange, research collaboration, and capacity-building initiatives that support long-term conservation goals and enhance environmental resilience.
• Sustainable Fisheries Management : Shetland’s fishing industry adopts sustainable fisheries management practices aimed at ensuring the long-term viability of marine resources and minimizing ecological impact. Fisheries regulations, quotas, and conservation measures help maintain fish stocks, protect sensitive marine habitats, and support the livelihoods of local fishermen and coastal communities.

As you prepare for your journey to the captivating Shetland Islands, it’s essential to keep in mind several key points that will enhance your experience and ensure a memorable adventure amidst the rugged landscapes, rich culture, and abundant wildlife. Here’s a recap of what to remember before visiting Shetland:

Key Points to Remember Before Visiting Shetland:

• Planning Your Journey : Consider transportation options, accommodations, and itinerary planning in advance to make the most of your time exploring the islands. Book accommodations early, especially during peak seasons, and familiarize yourself with transportation schedules and routes.
• Weather and Climate : Be prepared for Shetland’s unpredictable weather patterns, including wind, rain, and fog, by packing appropriate clothing and gear for varying conditions. Check weather forecasts regularly and plan outdoor activities accordingly.
• Respecting Local Culture : Embrace the unique cultural heritage of Shetland by learning about its history, traditions, and dialect. Respect local customs, etiquette, and wildlife habitats, and engage with the community through cultural events, festivals, and interactions with residents.
• Exploring Natural Beauty : Take advantage of Shetland’s diverse landscapes and natural attractions, from dramatic cliffs and pristine beaches to ancient ruins and wildlife reserves. Explore on foot, by bike, or by boat, and immerse yourself in the stunning scenery and abundant wildlife that await discovery.
• Supporting Local Businesses : Support local artisans, businesses, and conservation efforts by purchasing handmade souvenirs, dining at locally owned restaurants, and participating in eco-friendly tourism practices. Embrace sustainable travel practices that minimize environmental impact and contribute to the islands’ vibrant economy.

As you embark on your journey to the Shetland Islands, embrace the sense of adventure and discovery that awaits you amidst the untamed beauty of this remote archipelago.

From the exhilaration of exploring coastal cliffs and wildlife reserves to the warmth of community gatherings and cultural celebrations, each moment promises new experiences and unforgettable memories.

Take time to savor the tranquility of secluded beaches, the majesty of ancient ruins, and the camaraderie of local festivals that celebrate Shetland’s rich heritage and traditions.

Engage with the natural world, connect with local residents, and immerse yourself in the sights, sounds, and flavors of island life.

FAQ’s About the Shetland Islands:

What language do they speak in shetland.

In Shetland, English is the primary language spoken by the majority of the population.

However, there’s also a unique dialect known as Shetlandic, which reflects the islands’ Norse and Scottish heritage.

This dialect incorporates elements of Old Norse, Scots, and Scottish Gaelic, making it distinct from standard English.

What is special about the Shetland Islands?

The Shetland Islands are renowned for their stunning natural beauty, rich cultural heritage, and diverse wildlife.

With rugged coastlines, pristine beaches, and dramatic cliffs, Shetland offers breathtaking landscapes for outdoor enthusiasts and nature lovers.

The islands also boast a vibrant arts scene, traditional music festivals , and a strong sense of community spirit that makes them truly unique.

How long is the ferry from Scotland to Shetland?

The ferry journey from Scotland to Shetland typically takes around 12-14 hours, depending on the route and weather conditions.

The NorthLink Ferries service operates between Aberdeen or Scrabster on the Scottish mainland and Lerwick, the capital of Shetland.

Is Shetland closer to Scotland or Norway?

Geographically, the Shetland Islands are closer to Norway than to mainland Scotland. However, politically and administratively, Shetland is part of Scotland.

The islands lie approximately 170 kilometers (105 miles) northeast of mainland Scotland and about 340 kilometers (210 miles) southeast of Norway.

What currency does Shetland Islands use?

The currency used in the Shetland Islands, as in the rest of Scotland and the United Kingdom, is the British Pound Sterling (£).

Both banknotes and coins issued by the Bank of England are commonly used for transactions in Shetland.

How do you say hello in Shetland?

In Shetland, a common greeting is “hello” or “hi” in English.

However, in the traditional Shetlandic dialect, you might also hear people say “Höla” or “Höla der” as a friendly hello.

Can you get around Shetland without a car?

Yes, it is possible to explore Shetland without a car.

The islands have a public transportation system consisting of bus services operated by ZetTrans, which connect major towns and villages.

Additionally, taxis are available, and some areas are accessible by foot or bicycle. However, having a car offers more flexibility, especially for reaching remote or less accessible locations.

Is Shetland friendly?

Yes, Shetland is known for its friendly and welcoming atmosphere.

The local residents, known as “Shetlanders,” are renowned for their hospitality and community spirit.

Visitors often find the islands to be a warm and inviting destination, with locals eager to share their knowledge, traditions, and stories with guests.

Why does Shetland belong to Scotland?

Historically, the Shetland Islands were under Norse rule for several centuries before coming under Scottish sovereignty in the 15th century.

In 1469, the islands were pledged to Scotland as part of the dowry for the marriage of Princess Margaret of Denmark to King James III of Scotland.

Since then, Shetland has been an integral part of Scotland, although it retains a distinct cultural identity influenced by its Norse heritage.

(Island Expert)

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15 Top Things To Do In Shetland

From incredible nature to contempory arts, Shetland is a real adventure and a truly cosmopolitan place - not on the edge but in the centre of the northern seas. Step back in time to the dawn of civilisation at ancient ruins, admire beautiful handcrafted Viking-style longships and enjoy some of the most spectacular wildlife sights in Europe. From Shetland beaches to Shetland pubs, there are attractions for everyone.

Walk Across The Shell Sand Tombolo South Mainland

St Ninian's Isle, joined to Mainland by a tombolo of sand at Bigton, Shetland.

© VisitScotland / Paul Tomkins, all rights reserved.

Shetland’s coastline has every sort of beach – boulder-strewn beaches as well as many stretches of white or golden sand beaches and everything in between. With just under 1,700 miles (2,700 km) of breathtaking coastline, it's impossible to list them all, so here is just a selection, each of which has something special to offer.

The most well-known is St Ninian’s. Technically not a beach, it connects St Ninian’s Isle to the Shetland mainland, is 500 metres long and the finest of its type in Britain. Framed by the cliff scenery of north Yell, the sandy beach at Breckon is one of the island’s highlights.

Keep Your Eyes Peeled For Wildlife Shetland

Shetland ponies roaming the hills on Foula

Shetland has a fascinating and unique natural environment, and today the islands are one of the most thrilling wilderness areas in Britain. 

Shetland's world-famous small ponies can be seen throughout the islands - grazing by the roadside, on the beaches or on the heathery hills. They are all owned and tended to by local crofters, and can generally be seen in the West Mainland, Scalloway, Tingwall, Dunrossness and the island of Unst.

Shetland is a brilliant place all year round to watch sea mammals, particularly common seals. Walk along the coastline or take a stroll across a quiet beach and you’re bound to see an inquisitive head popping out of the water. Between May and August, you may be lucky enough to see orcas ('killer whales') hunting seals close inshore, or a school of white-sided dolphins chasing a shoal of fish or even a minke whale. Other species seen occasionally are pilot whales, basking sharks, sperm whales and Risso's dolphins.

Try Your Hand at Kayaking Shetland

A kayaker at the cliffs of Noss

Shetland is an excellent place for an active holiday. If you really want to get to know the islands, there is only one way to do it – get out and get walking. The combination of spectacular coastal scenery on both North Sea and Atlantic facing cliffs, quiet inland lochs, and gentle heathery hills is unsurpassed.

The archipelago is also a great cycling destination, with many quiet roads in excellent condition for cycle touring, and there are bike hire shops in Lerwick, with electric, road and mountain bikes available.

If you’re more of a water person, the region’s extensive and accessible coastline offers endless opportunities for sea kayakers. Uninhabited islands, deserted beaches and countless sea caves are all waiting to be explored around Shetland by kayak. And for a bit of an adrenaline-fuelled surf or a paddle, opt for a surf or SUP (stand-up paddle boarding). There is also a variety of diving experience available, with countless caves, bays, stacks, natural arches, and shipwrecks. 

Get a Taste of Traditional Seafood Shetland

Smoked salmon served at the Busta House Hotel

Thanks to one of the most pristine environments, the food and drink produced in Shetland are exceptional. 

Sample Shetland mussels at the famous, award-winning Frankie’s Fish and Chips on the shores of Busta Voe, or at Fjara Café. The wild, clean waters of the North Atlantic also mean you’ll find the freshest tasting herring, mackerel, and salmon. 

There is also native beef produced in Shetland that is worth seeking out for a truly authentic flavour. It can be purchased at Anderson Butchers and the Scalloway Meat Company, and you may also find it on the menu at Caffe Volare, C'est La Vie, Da Steakhouse, Scalloway Hotel and more.

Experience Europe's Largest Viking Fire Festival Lerwick

Up Helly Aa Exhibition

Join thousands of residents as they take to the streets, dressed in sheepskins, wearing winged helmets and fur-trimmed tunics, carrying axes and shields, and brandishing flaming torches. The people of Shetland are certainly a fiery lot and know how to throw a party. 

Taking place annually on the last Tuesday of January in the town of Lerwick, the Shetland’s Viking Fire Festival, or Up Helly Aa as it’s known locally, is the largest event of its kind in Europe. Thousands of visitors from across the world travel to this northernmost corner of Scotland to join in these Scandinavian Viking-style celebrations of the end of winter and the return of the sun.

The months of February and March will see plenty of smaller fire festivals throughout the islands. They may vary slightly in custom, but all embrace the islands’ Viking past and involve setting Viking longships on fire.

See The Dancing Northern Lights Shetland

Clickimin Broch in Lerwick at night

One of the great experiences during the Shetland autumn and winter is the 'Northern Lights', or Aurora Borealis, known locally as 'The Mirrie Dancers'. Did you know that Shetland lies closer to the North Pole than any other part of Britain, making it one of the best places to see the northern lights in Scotland? In fact, visit these remote isles and you’ll actually be closer to the Arctic Circle than to London by about 200 miles (320 kilometres)! 

There is an abundance of open countryside on Shetland so there are plenty of places to pull up and settle down for a leisurely light-spotting session. And, of course, you should move away from areas with street lighting, particularly Lerwick, to have the best view. Those who get to see them will be enchanted by the curtains of green, yellow, blue and red light swaying and shifting in the night sky. 

The important thing to bear in mind is that aurorae are hard to predict, and you should use the Aurora Watch UK service to receive alerts of when the aurora might be visible from the UK.

Go Island Hopping Shetland

Braewick Caravan & Campsite

Go for a journey off the beaten path. In fact, ditch the path altogether, hop on a boat and do some proper island-hopping. Shetland with its white sandy beaches and clear seas is a great place to hop around – with over 100 to choose from, you’ll be spoilt for choice! Each of the 10 populated islands (that includes the mainland) offers something unique for visitors to experience. 

Witness the incredible sight of thousands of seabirds on cliffs at nature reserves, such as  Hermaness. Unearth the history of the Viking era on Unst. Enjoy lively folk music sessions in pubs in Lerwick and try locally produced spirits and ales. Visit the southerly Fair Isle; head West to Foula, often referred to as the Edge of the World, or head East, to Out Skerries, which is only two miles square. Then there's the uninhabited islands, which don't have ferry services. Mousa, famous for its broch can be visited during summer months via the Mousa Boat, while Hildasay, Oxna and Havra are accessible from Scalloway.

Witness the Volcanic Wonder of The Eshaness Cliffs Shetland

The Eshaness Cliffs

Did you know that Shetland has UNESCO Geopark status, meaning that it has an outstanding geological heritage? Due to the lack of trees and the abundance of stone, Shetland has some of the best-preserved archaeology in Europe. Beneath your feet are some of Britain's oldest rocks. Explore the Shetland Geopark and you’ll discover not just the story of the islands, but the story of how the world has formed and changed over millions of years.

For unrivalled breathtaking beauty, geology and archaeology, set off on the volcanic trail at Eshaness. Located about an hour’s drive from Lerwick, Eshaness is an exposed peninsula in the north-west Shetland mainland. Blasted by the full force of the North Atlantic, it displays a stunning array of stacks, blowholes and narrow inlets.

Find Evidence of Viking Settlements at Haroldswick Shetland

Belmont House, & Wick of Belmont, Island of Unst, Shetland

There is a strong tradition of Vikings living in Shetland. In the south of Shetland, there’s evidence of a Viking settlement at Jarlshof, one of the most important and inspirational archaeological sites in Scotland, and Old Scatness, where you’ll find an Iron Age broch and village. But it’s in Britain’s northernmost inhabited island, Unst, that you’ll find the greatest concentration of evidence of the Viking raiders’ presence and subsequent Norse occupation.

Haroldswick means ‘Harold’s bay’, named after Harald Fairhair who reputedly landed in this beautiful inlet. Just south of the settlement, you can step aboard a full-scale replica of the 9th century Viking longship, the Skidbladner. She is one of the largest replica Viking longships ever built. There is also a longhouse replica, that’s based on the floorplan of one of the best preserved and excavated longhouse sites at Hamar. 

Nearby is the Unst Heritage Centre, which serves both as a museum and a community centre. Here, explore exhibitions about past and recent Unst life, including information about the Vikings and various excavations in Unst.

Follow The Shetland Craft Trail and Stop at Mareel Lerwick

If you’ve been inspired by Shetland’s dramatic scenery, then you might fancy going on a journey to discover the islands’ creative side. Stop at Mareel, the UK’s most northerly music, cinema and creative industries centre – perfect for embracing the art, or simply just relaxing with a coffee enjoying the view and watching the seals and seabirds bobbing just outside the windows. 

Or follow the Shetland Craft Trail and explore the local art scene and visit craft workshops and open studios, from Unst in the north, to Scousburgh and Fair Isle in the south. Join workshops and tuition in traditional and contemporary textile crafts, hand-spinning, knitting, or weaving, or book a tour with an experienced operator – they'll show you the tools and techniques employed to create products like authentic Fair Isle knitwear. You’ll also have a chance to meet the artists and designers, commission special pieces, or simply shop for unique gifts. Why not visit during Shetland Wool Week? This internationally acclaimed event is one not to miss, as it boasts an extensive range of exhibitions, classes and more. 

• Hearing Loop
• Accessible Parking Or Drop-off Point
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• Accessible toilets
• Cafe or Restaurant

Join a Guided Tour and Get Insider Knowledge Shetland

A couple on the beach at Meal Beach in Burra, Shetland

If you have a week, a couple of days or even just an afternoon, Shetland has a range of tour operators offering trips on both land and sea and there is no better way to discover the magic of Shetland than on a guided tour.

From seeking out special winter wildlife visitors to getting a glimpse into the fascinating history of the islands, ther are also full day trips to the island of Foula to see the cliffs to specialised photography or wildlife watching tours You can pick and choose the things you'd like to do to create your ultimate Shetland experience. Bespoke tours can be designed and tailored to suit your requirements. Get in touch with the tour guide of your choice to discuss an itinerary which will leave you chomping at the bit to get there.

Play Britain's Northernmost Golf Course on Whalsay Whalsay

Whalsay Golf Club

What makes Whalsay Golf Course truly one of a kind? It's not only the tranquil surroundings coupled with the treacherous golfing challenges, but also the fact that it’s the most northerly course in the UK. Featuring some superb clifftop holes, this 18-hole course is located on the small island of Whalsay. Bordered by the sea on both sides, it is surrounded by spectacular coastal scenery, which is host to an abundance of wildlife. 

And how about a round of golf at midnight, during the summer months? You can tee off all around the clock thanks to the endless hours of daylight.

There are three golf courses in Shetland. The best 18-hole golf course is Asta Golf Club, located in the fertile and historic valley of Tingwall, not far from Lerwick. The largest with most enthusiastic membership is Shetland Golf Club.

Take the Kids to the Crofthouse Museum Lerwick

Historical Shetland Crofthouse Museum

In Dunrossness you’ll find the Shetland Croft House Museum where the kids can step back in time and see how a traditional family would have lived in the 1870s.

There's no shortage of things to do with children in Shetland – all you need is a bit of time and plenty of imagination. Get up close and personal to the beautiful Shetland ponies at the Shetland Pony Experience. Here children can ride these beautiful animals and all the family can help groom them.

Go back in time at Scalloway Museum – a real treat with the kids. There’s plenty here to keep children captivated from artefacts revealing the islands whaling past to the role it played in the Second World War. Shetland’s Museum & Archives building in Lerwick is absolutely jam packed with artefacts from across the islands and through time. There are boxes for dressing up and lots of opportunities to get interactive with the displays. 

Shetland Fiddle and Music Festivals Shetland

Mareel, the UK s most northerly music, cinema and creative industries centre.

Shetland’s music is more diverse than many outsiders might imagine, encompassing everything from groove metal to jazz, classical, rockabilly, funk, prog-rock and even Balkan klezmer. As you’ll soon discover, Shetland's fiddle music is only one example of a rich oral tradition.

If you want to listen to live music in Shetland, Mareel and Clickimin host regular gigs with local and visiting artists. Shetland’s modern network of country halls also handles many musical events and there are regular jam sessions in local pubs.

Shetland for a Rainy Day Shetland

Lerwick ferry

What things can you do when it’s a rainy day in Shetland? We've got a few ideas that might help.

See the best of Shetland’s artists at Bonhoga Gallery. Situated within Weisdale Mill – a watermill in the central mainland, the gallery is a superb place to see the best of Shetland’s artists. It also has a super shop full of tasteful souvenirs and a marvellous café.

At Tangwick Haa Museum, you can find out about Shetland’s past. This lovely museum was built in the late 17th century and today houses a fine collection of early agricultural tools, 19th century household objects and other artefacts and photographs documenting life in Northmavine through the years.

Alternatively, why not visit the Up Helly Aa Galley Shed and see some of the amazing Viking costumes and galleys created for the yearly event?

Shetland is also famous for fantastic swimming pools with slides. The Clickimin Leisure Complex holds the biggest versatile space within Shetland, catering for the isles ever-growing sports calendar and for large and small-scale concerts and cabaret events.

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• Leading climate change 'transformation' in Shetland

With a background in mechanical and architectural engineering, Claire Ferguson is delighted to have returned to Shetland to lead the local council's climate change strategy team. She is embracing the challenge, and the freedom that comes with island living.

“All jobs should be green jobs in the future, because we need to get away from thinking it’s specific things that are going to drive it. It is a transformational change across everything we do, and it needs to become second nature that everything you do is climate-conscious.”

Those are the words of Shetland Islands Council’s climate change strategy team leader Claire Ferguson. She has spent her first 18 months in the job getting to grips with the scale of a formidable challenge: how to transform a community that has grown rich on oil and gas revenue into an innovative zero-carbon centre for renewables and green technology.

“We’re sitting on the potential to become a significant energy hub of the future, on a large scale,” she says, “and there are really exciting jobs that will open up as a result of that.

“Whether you’re looking at renewables, technological innovation, or any kind of job that helps us to build a greener future, it’s a dynamic industry and as a community Shetland really has so much to offer.”

While the well-documented shift towards wind, tidal and hydrogen energy sources will play a big part, she emphasises that achieving the ambitious target of “net zero” carbon emissions by 2045 goes far wider than skilling up existing and future workforces to go into renewables.

Claire took on the climate change remit within the council in spring 2021. Since then she and her staff, based in offices at Gremista in the north of Lerwick, have been busy drawing up “route maps” not just for the local authority as an organisation, but for the community as a whole.

Whether you’re looking at renewables, technological innovation, or any kind of job that helps us to build a greener future, it’s a dynamic industry and as a community Shetland really has so much to offer. Claire Ferguson

While councils throughout Scotland have similar organisation-wide route maps, Shetland has gone further by covering the wider area and drawing key industries – including big hitters such as fishing and the oil-and-gas sector – into the conversation.

That has involved bringing national and local data together to build up the most accurate picture possible, Claire explains: “It has been great because it really highlights where our highest sources of emissions are, and helps us to really think about appropriate targets that we can put in place across all of the sectors that are ambitious, but also make sense for us in Shetland.”

The 35 year old, who possesses a sharp intellect and a strong grasp of the policy landscape globally, nationally and locally, previously worked as a mechanical engineer in the building services industry in Scotland’s central belt. Prior to that she had graduated with a masters degree in architectural engineering from Heriot-Watt a decade ago.

Moving into the public sector allowed her to take some of the skills she’d learned when looking at zero-carbon technology and minimising energy use in the design of buildings and apply them to the connected but much wider challenge of bringing Shetland’s emissions down across the board by the middle of this century.

“It’s a change to what I was doing in the past,” she acknowledges. “I’m still drawing on the technical engineering aspects of energy reduction, but looking at that bigger picture, where it weaves into policy, strategy, community engagement, consultation.

“It’s taking a step back from that focused area of buildings to look across the whole spectrum of transport, energy, buildings, waste, business and industry, examining land and nature-based solutions, building up a picture of our emissions and then how we can work to get those emissions down.”

With policy-makers often reaching for the lowest hanging fruit, each new carbon-cutting target becomes harder to achieve, Claire acknowledges.

But she points to encouraging signs both large and small – ranging from ongoing work that will culminate in the council moving away from its ageing, polluting fleet of inter-island ferries to a plethora grow-your-own, reuse and recycling schemes and a thriving charity shop sector. “There’s a lot going on in Shetland that has all the principles that are needed.”

She says the legally binding target to reach “net zero” by 2045 had helped focus minds on the challenge, adding that measures designed to tackle climate change “more often than not have wider economic, social and environmental co-benefits too”.

One such example is improving insulation and energy efficiency in homes, which would bring down emissions and also help mitigate the debilitating effects of fuel poverty.

Within a couple of minutes’ walk you can be on the beach, and if you have kids you can give them that freedom and that extra bit of independence. Claire Ferguson

Moving north to take up her post has had its “co-benefits”, too, for Claire, her husband Aaron – originally from Donegal on the west coast of Ireland – and their two young daughters Nuala (5) and Mhairi (2).

She sees the lifestyle as a huge selling point for anyone looking to work in renewables – or indeed any of the green occupations likely to spring up in the years ahead.

“The fact that you could have a great job and live somewhere like Shetland that has all the benefits of getting away from that built up city life is just brilliant,” Claire says. “Within a couple of minutes’ walk you can be on the beach, and if you have kids you can give them that freedom and that extra bit of independence.

“That was one of the big selling points for us, the fact that Nuala can go out and play. When we were in Edinburgh, if we were cooking the tea or finishing off bits and pieces of work, she would’ve had to be in the house, watching TV or looking at a screen, whereas here she can be outside in the garden or along at her friend’s house.”

Following the Covid-19 pandemic, Aaron was able to move to working from home in his job as an actuary with Lloyds Banking Group. When we meet Claire, he is away in London but it is only the third time in 18 months where he’s had to travel to the mainland for work.

Quality of life

The family take regular advantage of the “amazing” facilities at Clickimin Leisure Complex, just across the loch from the family’s extensively and beautifully renovated Lerwick home.

Claire’s palpable enthusiasm for the Shetland way of life is perhaps matched only by a similar level of zeal for the professional challenges that have come her way, and she seems to be truly relishing starting afresh in the community where she grew up.

“We haven’t compromised anything with moving up here from Edinburgh,” she smiles. “The kids have got a much better quality of life and I’m able to enjoy an exciting, dynamic, fast-paced job on the one hand, balanced with this kind of lovely, relaxed lifestyle on the other.”

Learn about Shetland's ambitions to become " clean energy islands ".

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