Partnerships & Sponsorships


We work in collaboration and partnership with many groups locally and from all over the globe who all have their own specific area of interest   We are an extremely popular choice for individuals and family groups and also greatly appreciated worldwide by dedicated natural history groups, wildlife tour groups, tour agents, photographers and film crews, most recently TV’s ‘Simon King’. 

We are ranked NO.1 Boat/Wildlife Tour attraction on TripAdvisor and take an all-inclusive approach to tourism.  This is well recognised through client feedback and industry awards including a double win at the 2023 Highlands and Islands Thistle Awards for ‘Inclusive Tourism’ and ‘Best Visitor Attraction’.  These awards are in recognition of our continuing high standard in customer care and the many adaptions made to ensure our tours are inclusive and enjoyable for all. 

We are great believers in supporting our local community and for many years now we are delighted to work in partnership with so many local businesses, organisations, independent tour guides, charities, festivals and fundraising events.  By listening to our customer’s needs, we took action and implemented many changes to ensure our tours meet a wide range of accessibility & mobility needs.  We have a dedicated page on our website which can be found here, this page details all we have to offer to the inclusive tourism market. 

We welcome new partnerships and sponsorship programmes, if you would like to work alongside us, please do not hesitate to get in touch, you can find our contact details here

Let us share our community spirit by telling you about some of our local partnership and sponsorship programmes, some newly added ahead of our 2024 season. 



Ability Shetland has been active in the Shetland voluntary sector community for nearly thirty years and can trace its roots back to the Shetland Council for Disability which existed in the 1980s. The new organisation was incorporated as a company limited by guarantee on 12th October 2000 and is a Scottish registered charity.

The organisation, which is based in Lerwick’s Market House, is controlled by its own board of trustees and its office is currently staffed by a Team Leader who manages and supports the work of their club leaders, support workers and over sixty volunteers.

Ability Shetland is supported financially by a range of service level agreements, external grants, our own fund-raising events and most importantly, by the generosity of the Shetland public.

We work in partnership with Ability Shetland by promoting them on our website to inform customers that if anyone has mobility or accessibility needs to access our tour and thinking it might stop them joining our tour, think again as we can help.  We have agreed in partnership with the organisation that if anyone requires access to a wheelchair or any other mobility aid then we can source this on our customers behalf.  We encourage customers to contact us directly prior to booking and we can discuss your needs.  We then get in touch with Ability Shetland to make bookings, we collect and deliver to your accommodation and back to the organisation.  In return we as a business makes a donation to ‘Ability Shetland’ – a partnership we are proud to be part of. 


Voluntary Action Shetland (VAS) is a registered charity SC017286, and their role is to support the needs of the local Shetland Community. They support unpaid carers through Shetland Carers.

What can Shetland Carers offer?

They can offer information, advice, signposting and support to local carers and carers groups to help make life a little easier for carers and the people they care for.

Respitality (respite+hospitality) allows Shetland’s hospitality and leisure sector to donate a short break which Shetland Carers pass onto local unpaid carers so that they may have an opportunity to recharge their batteries and take time for themselves.

We were contacted by Shetland Carers a few years ago asking if we would be willing to donate to their scheme.  As a strong business belief in ‘inclusive tourism’ and supporting our local community, we immediate agreed.  For years now we have been donating our tours to Shetland Carers Respitality Scheme. 

We donate to them a FREE trip for one unpaid carer and their cared for one, which they then pass onto local unpaid carers to come and enjoy our boat tour attraction.  We operate from the months of April through to October and donate a FREE trip for each month we operate.  This gives unpaid carers and their cared for ones a chance to get out on the water to experience nature, our beautiful surroundings and an opportunity also to recharge their batteries and of course, take time for themselves.  We get amazing feedback from the clients who have joined us and have shared below a recent testimonial.  This is a scheme we are very proud to be part of, especially when you get reviews like below, brings tears of joy knowing you are playing part in bringing so much joy into their lives. 


The Shetland Befriending Scheme offers a one to one support service to young people and young adults aged between 7 and 18 and to adults aged 16+ years of age. They also offer support to adults 60+ Years in the following categories:

  • Adults aged 60+ years who are affected by Dementia
  • Who are currently living in their own home
  • Who are significantly socially isolated
  • Who have very limited/no support around them
  • Who may be experiencing a period of significant loss or change in their lives

The Shetland Befriending Scheme volunteers support individuals who can benefit from some additional input. There are a whole range of reasons why individuals may want to be part of the scheme but all can benefit from taking part in lots of different and exciting activities in their local community.

A few years ago we were contacted by the scheme asking if we would be willing to provide tours for each of the age groups that they support.  We agreed and plan with them every year for suitable tours and get them booked in.  As some of the ages are attending school, we usually take them out in an evening or then a weekend or when it’s the school holidays.  Some have never been on a boat before and anxious but with the assistance of their dedicated volunteers, team leader and Marie onboard, they are quickly put at ease and become relaxed, before you know it they are shouting out with excitement and delighted they came along.  Many tell us at end of tour feedback that they want to do it all over again, which brings so much joy knowing you have made their day so special.  Marie has a special bond with each and every one due to her caring nature.  She has worked in the past as a learning support worker and social care worker in various settings for diverse clients and from her various caring working roles, on occasions at a senior level.  She has various different qualifications, including ‘disability awareness’ training and knows how to put anyone at ease or answer any questions prior to any tours.  


A warm welcome from Jigar and his staff awaits you at Coffee Culture.

They serve a variety of beverages and amazing sandwiches, panini and salad counter with delicious cakes and deserts.

You can pre-book online by downloading the HOPT app.  The HOPT App allows customers to order online and collect when they want.

Coffee Culture is located in Harrison Square in Lerwick, a little café hidden away and sometimes forgotten about.  We wanted to support them so started a collaboration, whereby each customer that joins our tours, receives a 20% discount voucher which they can use at Coffee Culture or you can also use it at their other establishment on Commercial Street ‘Juice Culture’, both choices popular.  Since starting our partnership, the business has reported that they have seen many more customers entering their business.  


LHD Custom Clothing design, print and embroider garments providing businesses, clubs, sport teams and individuals with branded corporate clothing or leisurewear to meet specific requirements.

They also produce a number of t-shirts, hoodies, hats, jackets and other goods which are sold in their LHD Shop on commercial street, catering to both tourists and locals, perfect shop for your outdoor wear.

Whether a request is placed for a one-off or a run of thousands, they can accommodate as they have no minimum order quantity, and no set-up fee for garments ordered through them.   

We work in partnership with LHD for our full crew clothing range as we believe in supporting local wherever we possibly can, for all that we require to operate our tours.  When purchasing products for the boat we ensure they are ethical and sustainable.  We are always looking at ways to become a more sustainable business.  With the help of LHD’s local shop in Lerwick, they kit us out with all we need for our crew and all made from recycled materials.  Once fitted for size and happy with the products they then go on to apply our logos and always do us proud.  We will continue to support them as long as they keep on providing us with sustainable and ethical products. 

We always advise wearing warm clothing when joining our tours, preferably waterproof.  If you require any outdoor clothing whilst in Shetland, do take a look along their shop on Commercial Street in Lerwick – they will be da blyde tae see you(means they will be delighted to see you).  They have a good range and all reasonably priced – support local where you can.


From Canon to Nikon, Apple to Samsung, Camera Centre are your local photographic and mobile experts.

Their dedication to service, photographic expertise and excellent customer service is underpinned with their ‘Price Promise’ guarantee which means you can buy the very latest digital camera even if you cannot find the product on their website.

They are proud to be Britain’s most northerly winners of former BBC Dragons’ Den star The Paphitis’ Small Business Sunday award.

Think twice, shop local.

We required our binoculars to be upgraded for the 2024 season and with our dedication to working Responsibly, ethically and sustainably, we approached ‘The Camera Centre’ to see if we could work in partnership.  With various communication, we now have this fabulous local business sponsor our binoculars with their own business logo on them.  Great to start another new partnership and support local. 


John Birnie is a pencil artist, he creates greetings cards, calendars and drawings inspired by wildlife and scenery images throughout Shetland.

With stocks of our current online shop coming low for our greetings cards, we are this year keeping to a local supplier.  John is creating greetings cards using his fine pencil art stills and they will all be inspired by photography John has taken on our tours.  He has also suggested adding a photograph of our boat, logo and contact details on the back of each card.  We are very excited with this new collaboration and will have these for sale onboard along with our other branded merchandise, plus other products we promote for other locals.  

This is an exciting new innovative partnership with promotion for both local family businesses.   


The RSPB is a non-statutory body incorporated by Royal Charter and registered as a charity since 1968.  The Charter was originally granted in 1904 and, together with the Statutes, provides the rules and guidelines under which the RSPB operates.  RSPB Council is its governing body.

We are members of the RSPB  and pay our monthly subscription.  We also support them by helping give nature a home.  Every season they provide us with a good stock of pin badges, available in many different bird species, ceteceans, seals, otters as well as crabs, sunstars and more as this relates to our early evening harbour tour with underwater viewing..  During our refreshments stop this is a good time for all onboard to socialize.  This stop also offers further wildlife & photography opportunity and an opportunity to get to know our customers better and share other points of interest during their stay.  During this stop we also share a good bit of history about Noss and the Wardens as the little bay we anchor in, looks right over to their little house.  We then promote our own branded merchandise and books/CD’s we have taken onboard from other suppliers as always happy to support other locals in this way.  At this same time we bring out the RSPB pin badges for all to browse and very popular with a suggested donation and can accept any currency, you can even pay by phone using the QR code provided.  Last year we raised an amazing sum of £2,171.00 and in return we received a certificate of thanks which we have displayed inside our cabin.  Thank you to everyone that gives their support to help give nature a home. 



The RNLI is the charity that saves lives at sea. Powered primarily by kind donations, their search and rescue service has been saving lives for 200 years.

They are a charity founded upon and driven by their values of selflessness, courage, dependability and trustworthiness, with volunteers at their heart. Values shared by generations of supporters like you who have powered their lifesaving work through your kindness and generosity for 200 years.

The vast majority of RNLI people are volunteers – ordinary people doing extraordinary things – supported by expert staff, all working together to help communities at home and abroad save lives

The RNLI relies on thousands of dedicated volunteers to run their lifesaving service. Separate from the coastguard and independent of government, they are a charity with one aim – to save every one.

Ever since the early days of Seabirds-and-Seals which was established in 1992 with 32 years continuous trading, we have always been delighted to host a donations box inside our cabin along with our expertly curated library.  Throughout the year we are invited by RNLI Lerwick to act as a casualty vessel under tow, allowing their crew to practice important skills such as safely attracting tow lines, taking a boat under tow and manoeuvring a boat without power alongside a safe berth in the harbour.  This is extremely valuable experience for their crew.

After each experience we always do a social media post and promote the fabulous work that our heroes at sea do to keep everyone safe at sea.  We always promote how they rely on kind donations, every little helps.    

For ten years, Shetland Webcams have brought stunning live views from Shetland to the world, first under the Promote Shetland banner, now via stand-along Shetland Webcams site, supported by users and commercial partnership opportunities.  

Be inspired by the breath-taking views from the top of Sumburgh Lighthouse, see what’s happening on the streets of Lerwick, watch the harbour traffic at Victoria Pier, and get up close with stunning seabird colonies on the cliffs.

Catch the northern lights, ‘da mirrie dancers’, live on our ‘aurora cam’, or look back at what happened earlier in the day if you are on the other side of the planet using our new ‘on demand’ service.

The vision of one man, Andy Steven, when he was working as Shetland’s tourism chief, Shetland’s webcam network depends on the isles’ fast fibre infrastructure delivered by BT in partnership with Highlands & Islands Enterprise and through the Shetland Islands Council’s “Shetland Telecom” project that provided the catalyst for major changes in broadband connectivity across Shetland.

The webcams have captured killer whales, superb displays of the aurora, seals, otters, vikings galore, sunsets, sunrises and the wildest of weather. And they will continue to do so on this new global platform serving Shetlanders and friends of Shetland wherever in the world they find themselves.

For years now we have worked in partnership with Shetland Webcam, providing funding to assist with keeping up the good work they do for promoting Shetland.  In return we have our own branded business banner advertised on our chosen webcam site.  This gives us fabulous advertising opportunities as the cameras are watched by viewers from all over the world. 


SOTEAG was establishd in 1977, building upon the pioneering work of the Sullom Voe Enironmental Advisor Group (SVEAG).  Today SOTEAG continues to develop and manage comprehensive scientific monitoring programmes to develop and manage comprehensive scientific monitoring programmes that ensure the health of Shetland’s marine and coastal regions, surrounding the Sullom Voe Terminal and Port in the North Sea. 

During the Winter months, we assist SOTEAG by providing our boat as a service to allow them to monitor seabird populations in various locations throughout Shetland. 


NatureScot is the lead public body responsible for advising Scottish Ministers on all matters relating to the natural heritage.

Their purpose is to:

  • Promote, care for and improve our natural heritage
  • Help people to enjoy nature responsibly
  • Enable greater understanding and awareness of nature
  • Promote the sustainable use of Scotland’s natural heritage

They also advise local authorities and work with the Scottish Parliament and public, private and voluntary organisations towards shared aims. Working efficiently like this is part of their commitment to delivering a high-quality public service. 

We provide our boat during the Winter months to assist NatureScot team based in Lerwick, with their Winter seal counts throughout various locations in Shetland.  


Shetland is a UNESCO Global Geopark, an area with internationally important rocks and landscapes, all of which are managed responsibly for tourism, conservation and education.  Shetland Amenity Trust is the manager of the Shetland Geopark. 

We are proud to be partners of Geopark Shetland which is managed by Shetland Amenity Trust and we look forward to our journey with them for many years to come.  We 100% respect the landscape and nature of Shetland, carrying out activities on a yearly basis which protect, improve and promote out environment. 

We show our commitment by providing engaging ‘live’ commentary on the striking geology as we navigate around the island of Bressay and Noss National Nature Reserve, as well as geological points of interest to be found around Lerwick’s beautiful harbour.  We share our knowledge with great passion and enthusiasm which is always commented on as a fabulous touch to our tours, at end of tour feedback and from our many fantastic reviews.  We also share our geology knowledge further afield as we host a display of geology leaflets in our expertly curated library which can be found inside our saloon area and always well stocked, so please do help yourself.  As always we are happy to point you in the right direction to further explore Shetland’s diverse geology. 

The Festival has always been organised by a dedicated committee of volunteers who during the festival weekend rely on an enormous pool of committed helpers that assist in making the event run smoothly. Without the families who open their homes to accommodate the Festival artistes, the voluntary stewards at the Festival Club, The Lerwick Boating Club and others who run the Club bars, the raffle and merchandise sellers at venues, the shop staff, drivers, the country hall committees and overall Shetland hospitality, the Shetland Folk Festival simply would not be the success that it is continuously famed for.

The first festival was held in 1981 and has grown steadily throughout the years. It originated with a conversation held between the late Dr Tom Anderson and Charlie Simpson who had played at several festivals on mainland Scotland with the Shetland Fiddler’s Society. Why shouldn’t Shetland have a festival too, they wondered, and so the planning began. This was the ideal event to celebrate Shetland’s own unique fiddle tradition and rich musical heritage. The inaugural organising committee was formed and in affirming their pride in Shetland’s own musical tradition, the decision was made that local performers would share the concert platforms with visiting artistes. With people like the late Willie Hunter to promote, there was no fear that local talent would be wanting. This is a formula that has continued through all 39 Festivals to date.

Year after year we provide sponsorship to Shetland Folk Festival, which is one of the biggest folk festivals bringing in thousands of musicians/artists and visitors from all over the world.  They promote us by giving us a mention as sponsors at their events throughout the festival and have our logo on their printed materials. As well as the funding we provide, we also donate a gift voucher for each of the three venues for the final nights FOY.

As well as all our local partnerships/sponsorships mentioned above, we as a business sponsor many local community and fundraising events by providing a tour gift voucher as a prize.