About Us
Our Story
Passionate about working together to grow the tourism sector in Shetland since 1998.
Welcome
Welcome to the Shetland Tourism Association
We are a community of tourism businesses, organisations, and individuals who care deeply about Shetland — its people, its culture, its landscapes, and the visitor experience we offer.
Our mission is simple: to help Shetland's tourism sector grow, thrive, and work together.
What We Do
- Support local businesses with training, resources, and opportunities
- Represent the industry at local and national levels
- Collaborate across sectors to strengthen Shetland's visitor offering
- Share information and keep members connected
- Champion Shetland as a world‑class destination
Our Vision
A vibrant, sustainable tourism sector that benefits everyone — visitors, businesses, and communities.
Our New 5‑Year Strategy
We're proud to launch our new strategy for 2027–2032, built around six priorities:
- Strong representation
- A modern digital presence
- Member support
- Collaboration
- Enhancing the visitor experience
- Sustainability
Join Us
If you're part of Shetland's tourism industry, we'd love to welcome you. Together, we can shape the future of Shetland tourism.
Become a Member