Cruise season delivers strong results for Kirkwall businesses as BID and Harbours look to build on success
Orkney’s 2026 cruise season has delivered a significant boost to Kirkwall businesses, with a new survey showing increased footfall and sales for many on cruise days.
There were 219 cruise ship calls to Orkney during the 2026 season and just over 188,000 visitors, but feedback from businesses indicates that cruise continues to make an important contribution to the local economy.
The findings were shared at a Cruise Review meeting organised by Kirkwall BID, bringing together BID members and Orkney Harbours to look at the opportunities and challenges presented by cruise tourism and how businesses and Harbours can work more effectively together in future.
The meeting was described as highly positive, with businesses and Harbours sharing information, ideas and practical suggestions for improving the cruise experience and increasing the benefits for Orkney.
The survey found that footfall was significantly higher for most businesses on cruise days, with the majority also reporting increased sales. Larger ships carrying more than 2,000 passengers were consistently identified by businesses as delivering the greatest value, while American visitors were identified as particularly strong spenders.
However, for some businesses cruise presents a distinct challenge with some reporting reduced footfall and spend.
Overall however, the value of cruise extends well beyond the individual day a ship is in port.
Kirkwall BID Chair Cheryl Chapman said:
“Cruise is an important part of Orkney’s visitor economy and this survey gives us valuable evidence of the difference it makes to businesses and how that translates into community benefit. The money visitors spend in our shops, cafés, restaurants and other businesses during the summer helps sustain those businesses through the quieter months and contributes to keeping shops, restaurants and hospitality businesses open and viable for local people to enjoy throughout the year.
“At the same time, we need to be honest about the challenges and make sure we are getting the best possible value from cruise for Orkney. The meeting with Harbours was a really positive opportunity to have that conversation together. There was a genuine willingness on all sides to share information, understand each other’s needs and find practical ways of working better together.”
The 2026 season is also the first year in which businesses have felt the full impact of the Cruise Booking Policy introduced in 2024. With a slightly lower number of ship visits, the season provides an opportunity to look at what the changing ship mix and visitor numbers mean for local businesses and the wider visitor economy.
The survey found strong interest in attracting more large ships where appropriate, while also recognising the value that smaller and medium-sized ships bring to hospitality businesses. Businesses also identified longer stays, an extended season and later departures as potential ways of increasing economic benefit.
Kirkwall BID Manager Kirsty Talbot said:
“The survey has given us a really useful snapshot of what cruise actually means on the ground for businesses in Kirkwall. What came through very clearly is that cruise days can make a real difference to footfall and sales, but there are also opportunities to make that benefit even greater.
“The meeting was particularly valuable because it brought businesses and Harbours around the same table. We heard lots of constructive ideas – from improving visitor information and communications to exploring promotional initiatives. BID will continue working with Harbours and our members to take those ideas forward.”
Orkney Harbours also welcomed the opportunity to work directly with businesses and hear their experiences of the season.
Orkney Harbours Business Development Manager Sarah Jessen said:
“It was really encouraging to have such an open and constructive conversation with businesses about the cruise season. We want to understand what is working well, where there are challenges and, importantly, where there are opportunities for us to work together to increase the benefits of cruise for Orkney.
“The feedback from businesses gives us some useful areas to explore, including better communication, visitor information, the mix of ships we attract, longer stays and opportunities to extend the season. We look forward to working with BID and local businesses to take those conversations forward.”
The survey also highlighted some of the challenges associated with cruise, including staffing pressures, seasonality, overcrowding at key sites and concerns that some local people avoid the town on large cruise days. At the same time, businesses expressed strong appreciation for harbour communications and a desire for closer coordination with cruise operators.
The BID and Orkney Harbours will now take forward the ideas raised at the meeting, with a focus on improving communication, strengthening the visitor experience and ensuring that cruise continues to deliver meaningful economic benefits for Orkney.
