Cruise Tourism in Shetland – A Big Opportunity for Small Businesses

Yesterday Tom and I attended the “Cruise Forward – Maximising Shetland’s Potential” event at Mareel in Lerwick. The day brought together local businesses, community groups and tourism organisations to discuss the future of cruise ship tourism in Shetland and how the sector continues to grow and evolve.

As a small family business, it was incredibly encouraging to hear about the opportunities that cruise tourism brings to the islands.

A cruiseship anchors in Lerwick, Shetland Islands.

Over the years we’ve seen first-hand just how important cruise visitors are for local businesses like ours. When a cruise ship arrives in Lerwick, the town fills with visitors from all over the world who are excited to explore Shetland, meet local people and discover unique products made here.

For many small businesses, including craft makers, shops, cafés and tour operators, these visitors make a real difference to the local economy.

Supporting Local Island Businesses

One of the key themes of the event was how Shetland businesses can continue to develop experiences and products that appeal to cruise visitors while still keeping our island identity at the heart of everything we do.

Cruise passengers often have only a short time ashore, but they are very interested in authentic local products and stories. Handmade items, local food, crafts and Shetland-made goods are exactly the kinds of things visitors are looking for.

At Love From Shetland, we regularly meet cruise visitors who are fascinated by our story — from our croft and our Golden Guernsey goats to the handmade goat’s milk soaps we produce using milk from our own herd. Many visitors love hearing about croft life in Shetland and are excited to take home a small piece of the islands.

A young Little Miss Goatee greeting Cruise Passengers in Lerwick outside of the shop.

Sharing the Story of Shetland

Another interesting part of the event was hearing about future cruise trends and how Shetland can continue to develop experiences that are unique to our islands.

Visitors aren’t just looking to buy products — they want to learn about our culture, wildlife, crofting traditions and community life.

This is something Shetland does incredibly well. Whether it’s local crafts, wildlife tours, history, food or simply chatting with local people, visitors often tell us that the warmth and authenticity of Shetland is what makes their trip memorable.

Little Miss Goatee entertaining 2 ladies from a cruise ship and raising awareness for the RNLI

Working Together as a Community

One of the most positive messages from the day was the importance of collaboration. By working together — businesses, community groups and tourism organisations — we can help create an even stronger visitor experience while ensuring the benefits are shared across the islands.

Cruise tourism brings people from around the world to our doorstep, and for many small businesses it provides valuable opportunities to grow while continuing to showcase what makes Shetland special.

Looking Ahead

Events like Cruise Forward are a great reminder of how important tourism is for island communities and how much potential there is for the future.

For us at Love From Shetland, meeting visitors from all over the world and sharing our story — from our goats on the croft to our handmade soaps — is one of the most rewarding parts of what we do.

Every cruise ship that arrives in Lerwick brings new faces, new conversations, and the chance to share a little piece of Shetland with the world.

And that’s something we’re incredibly proud to be part of.