Up Helly Aa from Upholiday, the lowland Scots word for Twelfth Day, and was brought by them to the Shetland Islands in the 19th century. There is a main guizer who is dubbed the "Jarl". There is a committee which a person must be part of for 15 years before one can be a jarl, and only one person is elected to this committee each year. The procession culminates in the torches being thrown into a replica Viking longship or galley. The event happens all over Shetland and is currently celebrated at ten locations – Scalloway, Lerwick, Nesting and Girlsta, Uyeasound, Northmavine, Bressay,
Shetland cruise ships, and in 2010 the Lonely Planet guide named Shetland as the sixth best region in the world for tourists seeking unspoilt destinations. The islands were described as "beautiful and rewarding" and the Shetlanders as "a fiercely independent and self-reliant bunch". Overall visitor expenditure was worth £16.4 million in 2006, in which year just under 26,000 cruise liner passengers arrived at Lerwick Harbour. This business has grown substantially with 109 cruise ships already booked in for 2019, representing over 107,000 passenger visits. In 2009, the most popular visitor attractions were the Shetland Museum, the RSPB reserve at Sumburgh Head,