We are a community of business owners and organisations who are passionate about working together to grow the tourism sector in Shetland.

Shetland Tourism Association was formed in 1998 to provide a constituted group to support tourism sector businesses in the Shetland Islands. Since then the Association has gone from strength to strength, recently appointing a Development Officer with funding support from the SIC and HIE to continue to provide support and representation for tourism sector businesses in Shetland and co-ordinate the Shetland Tourism Strategy.

The Shetland Tourism Association is led by an executive committee who represent specific sectors and areas to ensure we provide Shetland Wide support. Our committee members have a wealth of experience in the sector and are keen to support you to help your business grow. In addition to our executive committee we have Associate Members who we work closely with.

Our Associate Members are;

Visit Scotland


Promote Shetland



Northlink Ferries

Lerwick Port Authority

Shetland Food & Drink

Through consultation with our members we have drafted our business plan for the next 3 years of the Shetland Tourism Association.

You can view our Business Plan.

Osla Jamwal-Fraser

Osla Jamwal-Fraser

Development Officer

Osla Jamwal-Fraser was brought up on a croft on the Westside of Shetland. She has been passionate about travel, tourism, and food and drink all her life. For 17 years she lived and worked in Italy, where she is a translator, marketing consultant and copywriter for agritourism businesses and the food and wine sector, as well as being a sommelier. She has a keen interest in the development of sustainable tourism, agritourism in less favoured areas, and the Slow Food Movement. She now lives in Shetland, where she is a tireless advocate for sustainable development in all aspects of rural tourism.

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Join a community of business owners and operators who share your ambition to make your businesses more profitable, successful and innovative as we seek to maximise opportunities in the growing tourism sector in Shetland.