Shetland Tourism Research

Case study: Highland Business Research produces the 2006 - 2009 Tourism Strategy for Shetland.

Informing and delivering the 2006 - 2009 Tourism Strategy for Shetland

VisitShetlandIn order to facilitate the development of the tourism strategy for the islands, HBR worked closely with Shetland Islands Council, Shetland Enterprise, VisitShetland and other bodies and businesses.

During the course of the research project HBR conducted:

  • extensive face to face interviews with individuals and groups
  • trends and opportunities research
  • detailed analysis of the island tourism market
  • strategic prioritisation

Shetland Development Trust congratulated the authors of the Shetland Tourism Plan and said that the Plan sets out very clear opportunities for the SDT to engage with the tourism sector.

The Chairperson of the Shetland Economic Development Forum reiterated his congratulations to those involved in preparing the Plan, which was a good template to work towards during the next 3 years.

Feasibility research for a new Shetland community hotel

Highland Business Research also recently completed technical and feasibility research into the development on a rural community run hotel on the island of Yell, Shetland.

The research was structured so it can be used as guide to future developments of remote rural hotels.

Key to the research was an identification of the costs of establishing a new hotel in a remote rural market, issues such as optimal staffing levels, dealing with highly seasonal demand and potential multiple usages - alongside factors such as potential for job creation and the existing patterns of tourism and demand.

How can we help?

Highland Business Research works with local government, destination marketing groups, their marketing agencies and other travel trade partners in order to understand traveller attitudes and improve marketing results.

We invite you to read more about our tourism and travel research services and how we can help with measuring and improving your marketing effectiveness.

To find out more about how our tourism and travel insight services might be of assistance to you, please contact Stephen Budd or call on (44) 01463 729314.