2012-2013 Islands Visitor Survey

The 2012-2013 Islands Visitor Survey results shows the number of visitors to Orkney having risen again, although very slightly.

The Islands Visitor Survey shows that just over 142,800 people visited Orkney spending over £31 million in the local economy over the period of a year.

The survey took place between October 2012 and September 2013 and interviewed 1,328 visitors as they departed from Orkney.  The questions asked covered a broad range of topics, including what influenced them to visit, how they planned and booked their trip, where they stayed, what attractions they visited and what activities they participated in during their time in Orkney.

Overall satisfaction levels with their visit to Orkney were very high, with 87% of visitors being “very satisfied” and 12% being ‘fairly satisfied’.  The main influence on visitors deciding to come to Orkney was an interest in the archaeology and history of Orkney, followed by the fantastic scenery and landscape.  The most likely activities for visitors were visiting Orkney’s coastline and archaeological sites, enjoying short walks, trying local food and shopping for local crafts, amongst others.

One noticeable area of change is that 38% of visitors to Orkney now shared their experiences on-line, the main activity being uploading photos and updating their status on Facebook.

The Islands Visitor Survey was carried out across Orkney, Shetland and the Outer Hebrides in partnership with Orkney Islands Council, Shetland Islands Council, Comhairle nan Eilean Siar, Highlands and Islands Enterprise and VisitScotland.  The research was carried out by Scotinform Ltd and Reference Economics who conducted interviews in each of the island destinations.  The research work was also supported by local industry groups and the main transport operators to the islands.

The Executive Summary and factsheets of the results from each Island region can be found on the VisitScotland website from the 'Related Sites' section of this page.