An alluring mix of stunning scenery and fascinating history and culture of Scotland’s islands has brought an extra £36.9 million to the local economies.
The islands have seen visits rise by up to 22%, according to the latest Islands Visitor Survey.
The Islands Visitor Survey 2017 found that there were 466,125 total visits to the Outer Hebrides, Orkney and Shetland with a value of £137.7 million to the local economies.
The survey reveals that a third of leisure visitors to the islands come from outside the UK whilst nine in 10 say they would highly likely recommend the islands to others with at least 60% saying they would likely make a return visit within the next five years.
Local authorities in the Outer Hebrides, Orkney and Shetland, in partnership with national tourism body, VisitScotland, commissioned the visitor survey to provide robust and up-to-date estimates of value and volume, as well as information on experiences, motivations, behaviours and perceptions.
The research was carried out by insight firm, Progressive, between January and December last year and was gathered using a two-stage approach: more than 14,000 calibration interviews were conducted face-to-face with visitors at key exit points from the islands – ferry terminals and the airport and a follow-up online survey was issued to gather more detailed feedback.
Skara Brae on Orkney fascinates visitors from all over the world
The survey found an increase in the use of online resources in trip planning, such as using the VisitScotland or local websites, and whilst visiting – with more than half of all leisure visitors actively shared their experience online during or after their visit (e.g. uploading photos or updating their Facebook status).
The scenery and landscape of the islands was the predominant factor for influencing leisure visitors to travel, with the history and culture another major factor, while some were inspired by TV programmes, travel features in the press and books.
Interactions with local people were a particular highlight for many visitors with almost all agreeing that they were made to feel welcome and nine in 10 agreeing that local people really added to the experience.
Scottish Tourism Secretary Fiona Hyslop said: ‘From dramatic and beautiful landscapes and coastlines, to rich cultural heritage and vibrant and welcoming communities, Scotland’s islands have so much to offer to visitors. And with one in three tourists coming from overseas, clearly the international reputation of our islands is on the rise.
Lerwick in Shetland is a stunning place to visit
‘It is fantastic news that 2017 saw a significant increase in visitors choosing to come to the Outer Hebrides, Orkney and Shetland, which has boosted local economies by more than £137 million. This is why the Scottish Government is working in partnership, at a local and national level, to support sustainable growth in rural tourism.’
Malcolm Roughead, chief executive of VisitScotland, said: ‘The findings of the Islands Visitor Survey 2017 clearly demonstrate the vitally-important role that tourism plays within the local economy of the islands and I’m delighted that visits and spend continue to grow in these wonderful parts of Scotland.
‘The Outer Hebrides, Orkney and Shetland are renowned for their beautiful landscapes, unique historical sites and amazing culture, and it’s wonderful to see the warmth and friendliness of the people shines through the survey.
‘Tourism is the heartbeat of the Scottish economy, causing a ripple effect which touches every industry and community, creating employment and economic growth. VisitScotland will work closely with industry and public sector partners in using the findings of the survey to develop and enhance the visitor experience.’
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