The Archaeology of Orkney tops the list in why visitors choose the islands for a holiday, according to a 2023 survey, and they do so again, and again.

Between March and October 2023 visitors to Orkney were surveyed by VisitScotland in-person, and then responded to an online survey when they returned home. The visitor survey takes place every 3/4 years but due to the Covid pandemic no surveys took place in 2022.

Of the 270 visitors who responded to the Orkney online survey top reasons were:

• Archaeology: 81%
• A cathedral, church, abbey or other place of worship : 73%
• A visitor or heritage centre: 54%
• Viewing architecture and buildings: 51%
• Visiting a historic house, palace or stately home: 49%.

It was no surprise to see Archaeology so popular as Orkney has the World Heritage UNESCO site ‘The Heart of Neolithic Orkney’ which includes, Skara Brae, Maeshowe, the Ring of Brodgar, and the Standing Stones of Stenness. There are also several active archaeological excavations which take place in Orkney over the summer period: The Ness of Brodgar (in its last year); The Cairns, and Swandro – to name just three.

What was surprising was that wildlife does not rank in this survey by VisitScotland, although landscape does. Nature tourism and guided walks are a strong feature of the enhanced visitor experience in the islands: #Orkney Wildlife Tourism Business Wins Top Award .It must be remembered that in 2019, Orkney welcomed 394,000 visitors, many of course just for one day either on a tour or a cruise liner, and the VistiScotland survey was completed by 270 people who had an overnight stay in Orkney.

The Orkney Tourism Strategy 2020 – 2030 attempts to address the issue of overtourism, particularly at Orkney’s top visitor sites, and produce a sustainable future for the sector.

It states:

Tourism is vital to the prosperity of Orkney’s communities, businesses and economy. It creates and sustains businesses and jobs and generated more than £67 million of visitor spend in 2019 (Orkney Islands Visitor Survey 2019).

Tourism is a key component of Orkney’s economy. Data suggests that in 2019, Orkney attracted approximately 394,000 visitors, a figure which includes cruise passengers (132,000) and crew (circa 50,000), as well as approximately 28,000 other day visitors.

In the Tourism Strategy the key reasons for visiting Orkney cited by Leisure visitors were the scenery and landscape (62%) followed by the history and culture (57%).

Interestingly given VisitScotland’s decision to close all the iCentres, including the one in Kirkwall, and move everything online, the Strategy, which VisitScotland helped to draw up states:

“there is part of the market which, while appreciating the benefit of digital connectivity, values the opportunity to switch off as well.”

Orkney is a great place to visit, even if you only have a day, and what surveys show is that for some people this is a much longed for destination.

The independent traveller who stays in Orkney for several days has the opportunity to visit the smaller islands, all of which offer a different experience. The majority of those who visit Orkney will do so repeatedly.

VisitScotland have produced an information sheet of the results of their survey of 270 visitors to Orkney. You can download it here:

There should be caution when interpreting survey results, especially if the number of respondents are low, and basing future business decisions from them.

Commenting on the results of the VisitScotland survey Cheryl Chapman, Development Manager at VisitScotland, said: 

“Understanding the motivations and experiences of visitors is essential in developing Orkney as a world-class visitor destination.

“It comes as no surprise that visiting an archaeological site was the top activity for visitors as we are spoiled for opportunities here, with the Heart of Neolithic Orkney being a UNESCO World Heritage Site.

“Visiting a cathedral, church or abbey was also chosen by almost three-quarters of visitors and again, Orkney is a perfect fit, with Britain’s most northerly cathedral – St Magnus – and the Italian Chapel, build by Italian prisoners of war – on most people’s must-visit list! 

“This visitor survey will help inform and drive our activities, targeting our visitors with the information they want, when they want it. It helps build a picture of what the visitor experience in Orkney actually looks like.

“We will continue to work with businesses and partners to ensure Orkney is a sustainable tourism destination that benefits all.” 

Fiona Grahame