Rugged and uncrowded, yet warmly welcoming and vibrant, Shetland’s unique heritage and stunning natural environment offer visitors the chance to enjoy contrasting experiences which live long in the memory. As an increasing number of people plan to visit the islands, this page has been created to help the travel trade support their customers and promote the islands as a destination.

Shetland's expanding tourism industry is set up to make visitors' holidays as memorable as possible. The features below provide a wealth of information for the travel trade, helping the industry build the best holiday experiences for those visiting Shetland.

With a busy schecudle of events and festivals all year round, dramatic coastal scenery and unique heritage sites to explore, and wildlife rivalling anywhere in Northern Europe, it's always a good time to visit Shetland.

Whether you run a tour company or assist fully independent travellers, the information included here will help you prepare your guests for a memorable trip to the islands.

Exploring Shetland's natural environment

With internationally significant seabird colonies, the highest density of otters in Europe and year-round sightings of orcas and other cetaceans, our wildlife rivals anywhere in Northern Europe.

Visitors to Shetland can delve into over 5,000 years of human history and explore some of Scotland’s best-preserved brochs, incredible archaeological discoveries, and Viking heritage sites.

They can step back millions of years exploring UNESCO Geopark Shetland, including Europe’s largest tombolo beach, and ancient volcanic landscapes.

Our unique geology helped form the dramatic sea cliffs and unspoilt coastal landscapes that many visitors enjoy exploring, as well as Shetland’s array of beautiful beaches, which remain uncrowded.

There's a lot more to Shetland than enjoying the outdoors. With a diverse range of events and festivals throughout the year, lively bars and restaurants, a cinema, museums exploring many aspects of life in Shetland, and a selection of accommodation options, Shetland is the ideal location for visitors to enjoy a unique experience and rediscover their true north.

Need more information? Get in touch via and we'll be happy to help.

When to visit Shetland

Travel Trade Tour options

Whatever aspect of life in Shetland your visitors want to explore, there are many expert tours and guides on hand to help make the experience memorable.

Our islands are blessed with an exciting range of opportunities, from the adventurous to the traditional, and the wild to the delicious.

Anyone visiting Shetland can enjoy world-class heritage and archaeology or step back millions of years exploring Geopark Shetland.

Transport options

Accommodation choices

Trade ready tours

Check out VisitScotland's travel trade website and search for "Shetland" to discover more about the options for trade bookings. You’ll find companies who have committed to offer special rates, discounts and commissions exclusively available for the travel trade.

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