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Tourism in Shetland and the importance of air services

Tourism in Shetland and the importance of air services. Alastair Hamilton Head of Planning Shetland Islands Council. Discussion Points. Shetland’s tourist offering: why do people come? Shetland’s brand The scale of tourism in Shetland Transport: visitor origins and modal split

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Tourism in Shetland and the importance of air services

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  1. Tourism in Shetland and the importance of air services Alastair Hamilton Head of Planning Shetland Islands Council

  2. Discussion Points • Shetland’s tourist offering: why do people come? • Shetland’s brand • The scale of tourism in Shetland • Transport: visitor origins and modal split • Challenges for the future in tourism and in air services

  3. Shetland’s tourist offering: why do people come? (1) • Peace and quiet • Dramatic, unusual landscapes • Archaeology

  4. Shetland’s tourist offering: why do people come? (2) • Watching birds, seals, whales • Music • Genealogy

  5. Shetland’s tourist offering: why do people come? (3) • Yachting • Fishing, including sea angling • Walking or cycling

  6. Shetland’s Brand • The vision: a self-reliant, successful Shetland • Goal: to achieve export and tourism targets • Philosophy: excellence in everything and everyone • Proposition: a rich, rare and high quality experience • Essence: a synthesis of soul, fineness and origin • Focal customer: people who are ‘successful idealists’ • Positioning: small, clever, specialised

  7. Branding: Shetland’s ‘creative co-ordinates’

  8. The Scale of Tourism in Shetland (1) AnnualValues in £m

  9. The Scale of Tourism in Shetland (2) • 1,659 bed spaces • 372 people wholly or partly employed • Top 5 visitor attractions: • Shetland Museum (32,629 visitors) • Bonhoga Gallery (art gallery) (12,924) • Jarlshof (archaeological site) (9,617) • Old Scatness (archaeological site) (6,161) • Da Warp and Weft (knitwear museum) (6,466) • A small sector, but one seen as having growth potential and wider marketing relevance

  10. Shetland Transport Links (Summer) Direct air services from Aberdeen, Edinburgh, Glasgow, Inverness, Kirkwall, Oslo and Wick (plus Faroe and London Stansted from 2006) Direct ferry services from Aberdeen, Bergen, Hanstholm, Kirkwall, Tórshavn and Seyðisfjörður

  11. Transport: Visitor Origins

  12. Transport: Modal Split

  13. The challenge for the future: tourism • Shetland has a superb natural ‘product’ – environment, archaeology, culture, distinctiveness • Peripherality is both an asset and a liability • But quality of tourists’ experiences also depends on man-made elements – facilities and service • More work needs to be done on the quality of the man-made elements of the package if we are to maximise our appeal to our target market • More local food, more care for our environment, better, more confident and friendlier service

  14. The challenge for the future: aviation • What opportunities exist for affordable air transport to Shetland of what are necessarily relatively small flows of people: and how to maximise benefit of PSOs? • Air transport currently depends on oil; oil production will peak at some point (many forecasts suggest by 2010) with steadily rising oil prices. How will the economy and aviation cope?

  15. Tourism in Shetland and the importance of air services Alastair Hamilton Head of Planning Shetland Islands Council

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