Lerwick hosts Cruise Forward
Shetland’s Cruise Forward event in February brought together more than 140 delegates, creating a positive space for discussion across industry partners, local businesses and community groups.
“The focus was clear throughout the day on how we respond to a changing cruise market, strengthen what we offer, and ensure the benefits of expedition cruising are felt right across Shetland, including in some of our more remote areas,” explained Melanie Henderson, cruise & marketing manager, Lerwick Port Authority (LPA).
“There was palpable energy and enthusiasm in the room across all the sessions, and there is no doubt it has inspired many a conversation about how Shetland will move forwards with leveraging the benefits of cruise across the whole of the islands,” she added.
Shetland is a popular cruise destination on northern European itineraries, with over 147 ships booked to call at Lerwick this season, and a further 47 bookings scheduled with the more remote smaller islands in the archipelago.
The event was ed by Claire White, with an opening welcome from Highlands and Islands Enterprise area manager, Katrina Wiseman, who set the tone for a collaborative and forward-looking day.
Tommy Coutts from Shetland Islands Council introduced the upcoming socio-economic study, outlining how it will help build a clearer picture of cruise tourism’s impact and where future opportunities lie. A strong message here was the importance of input from both industry and communities to help shape meaningful, long-term outcomes.
Henderson shared an overview of the current cruise landscape across Shetland and Scotland, reflecting on the sector’s economic value alongside some of the challenges it needs to navigate including capacity, seasonality and community expectations among them. There was a clear emphasis on getting the balance right between growth and what works for Shetland as a place.
Hearing directly from cruiseline perspective added real value. Saskia Vrolyk from HX Expeditions spoke about what makes Shetland such a compelling destination, from its authenticity and environment to the strength of local experiences. At the same time, she highlighted where there are opportunities to strengthen and refine what is on offer, as well as providing an overview of what HX looks for in a destination.
Looking ahead, Aneta Meszka, head of operations for Excursions Ltd, focussed on trends and product development reinforcing the growing demand for high-quality, authentic and well-prepared experiences. It was useful to understand where demand is strongest, where opportunities are currently being missed, and how expectations differ across cruise segments.
Jens Skrede, managing director of Cruise Europe, brought an international lens, sharing insights from across northern Europe. His thought-provoking perspective on what happens in Norway and how smaller destinations can become ‘must-call’ ports was particularly relevant, with a strong focus on identity, storytelling and developing niche, high-quality experiences.
It was equally important to hear some local case studies on what has been very successful in Shetland. Isla Murray of Shetland Rural Experience spoke about the development of agri-tourism and the value of partnership working, while Eileen Thomson, Fair Isle’s cruise coordinator, shared the positive impact cruise has had on the island, particularly in supporting nature-based tourism and getting the whole community involved.
Henderson commented: “Throughout the day, there was a real openness in the discussions, with contributions from across the room helping to shape the conversation. A few key themes came through strongly. Cruise tourism continues to play a significant role in Shetland’s economy, but there is a shared recognition that future success depends on collaboration, readiness and ongoing innovation.
“There was also a clear focus on the types of experiences that resonate most with visitors, where gaps currently exist, and how smaller businesses can better access and benefit from the market.
“Just as importantly, conversations reflected how visitor expectations are evolving, and what that means for Shetland as a destination. We had very helpful presentations from local agencies offering support from Business Gateway, destination marketing organisation Promote Shetland and from VisitScotland.”
Guests were also treated to a FAM trip to experience first-hand crofting life, nature reserves, ancient historical sites, the Shetland Bus movement, fishing heritage and culture, five-star museums, Fair Isle knitwear and jewellery producers and the well-known Shetland Ponies.
“Overall, the event highlighted the importance of taking a joined-up, considered approach, one that supports sustainable growth and ensures long-term benefits for our communities and businesses across Shetland,” said Henderson.
Following the event, Skrede said: “I have learned so much over the last two days here in Shetland. That Lerwick Harbour is a very well run port comes as no surprise, but the scale of their operations across many sectors is very impressive. The strong focus on sustainable growth in the cruise sector is spot on, and the conference yesterday confirmed the success of LPA’s cruise strategy.
“The visit has also opened my eyes to the comprehensive amount of calls into the smaller destinations on Shetland such as Unst, Scalloway and Fair Isle from the expedition ships.”
(Lerwick hosts Cruise Forward)
