Shetland cruise sector growth continues

The cruise sector in Shetland continues to grow, with more visits bringing more passengers ready to enjoy a small experience of island life. The trend is set to continue in 2026, when Lerwick could see 149 liners sail into the town, potentially setting a record for the biggest cruise season yet.

That includes a headline visit from the Balmoral on Lerwick Up-Helly-Aa day in late January. This will be the first time that a cruise ship has visited Shetland on the day of Europe’s largest fire festival.

Work is also progressing on a new ultra-deep-water quay in Lerwick. When completed, it will mean larger vessels can berth in the town – paving the way for more visitors to stop off in Shetland in the future.

Lerwick Port Authority oversees the schedule for each year and already has bookings up until 2030, showing the ongoing interest in Shetland as a destination.

The port authority’s cruise and marketing manager, Melanie Henderson, says roughly 130,000 people – almost six times the population of Shetland – visit these shores every year on a cruise ship.

“Cruise activity has become an important part of the local visitor economy, and we see more and more businesses relying on the trade generated by visiting ships and their passengers,” she said.

“Shetland is in an ideal position geographically, which makes it an easy and attractive addition to northern cruise itineraries.

“We sit right on the routes linking Europe, Norway, the Faroes and the Baltic, and that gives cruise planners a lot of flexibility.

“What makes the difference for Shetland as a cruise destination is the experience guests have when they come ashore.

“The feedback we receive consistently highlights the things that matter most. Guests tell us how welcome they felt, how friendly people were, and how safe the islands are. That kind of response plays a huge part in whether cruise lines decide to return.”

Melanie says that passengers spend on average around £100 at every port, money which makes a huge difference to communities and businesses in the isles.

Tour operators are ready and waiting at Lerwick’s piers to whisk visitors up and down the isles, while for those who choose to spend the day in town instead, there is an array of cafes, restaurants and local shops eager to welcome people in.

Outside the town, businesses are just as eager to welcome cruise visitors in. Hoswick Visitor Centre, situated in the South Mainland, is a popular haunt, offering not only a café serving coffee, cakes and meals, but a visitor shop and local crafts.

The centre’s Neville Martin says the money from cruise ship visitors helps them sustain their service for the rest of the year.

“We depend on the income to help keep the cafe open all year round as it helps provide a social service of a meeting place out of season for locals,” he said.

“We have had a very good season with the cruise liners, with numbers nearly back to pre-Covid levels.”

Neville says they can take up to two busloads of visitors every day if they open early – which they often do – and can even open their doors on a Sunday if there is a cruise ship on the shores. An indication of how cruise industry visitors make their way to different parts of the islands.

To ensure every passenger visiting Shetland gets the authentic experience, a huge amount of work goes into every visit – from the welcome at the pier, which often involves Vikings, to the businesses guests frequent throughout the day.

“We never underestimate just how much work goes into planning and delivering a successful cruise call,” Henderson says.

These small touches, combined with the warmth of our local community, help make a visit to Shetland truly memorable.

“From the moment bookings are confirmed with the port, sometimes up to four years in advance, cruise lines are planning logistics and coordinating with local suppliers to meet their requirements.

“It’s a highly professional form of tourism that depends on constant communication with individuals and local businesses, from the first booking all the way through to departure.

“For maiden calls, we aim to impress, inviting the Junior Up Helly Aa squad and Lerwick Jarl Squad to give guests a welcome they won’t forget.

“We also make it easy for guests to access the town centre by providing a complimentary shuttle bus service from Holmsgarth and Mair’s Pier, ensuring everyone can reach shops, attractions, and eateries.

“These small touches, combined with the warmth of our local community, help make a visit to Shetland truly memorable.”

While the Shetland cruise season has typically been a summer business, the last ship of the 2025 calendar visited the isles in November.

And with the 2026 season starting in January, it looks like cruises could become a year-round industry in what would be a major boost to the isles economy.

“The risk of adverse weather will always play a part in the cruise bookings we attract during the shoulder seasons,” Henderson admits.

“That said, there is definitely growing interest, particularly around northern lights cruises and winter festival itineraries.

“Having a harbour that’s open in all weathers is a key advantage, as it allows a wider range of vessels to call, provided there’s capacity onshore to complement their visits.

“The northern climes are becoming increasingly attractive to cruise lines as the experiences we can offer continue to develop.

“For Shetland, it means there’s exciting potential to grow our presence in these niche seasons while continuing to deliver memorable and seamless visits for guests.”

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