Tourism at the heart of Pembrokeshire's economy
Visit Pembrokeshire marks Wales Tourism Week by highlighting the county's vital visitor economy
VISIT PEMBROKESHIRE is marking Wales Tourism Week 2025 by shining a spotlight on the county's thriving visitor economy – a key pillar of local life that is both culturally enriching and economically essential.
Tourism in Pembrokeshire contributes an estimated £604 million to the local economy each year, welcoming over 6.3 million visitors and supporting 23% of all local employment. It stands alongside energy and agriculture as one of the county's three economic cornerstones.
However, the value of tourism goes far beyond economic impact. It supports local supply chains, preserves cultural and natural heritage, and helps sustain services in rural communities. As the only UK National Park primarily designated for its coastal landscape, Pembrokeshire's natural beauty continues to attract visitors from around the world.
Neil Kedward: Chair of Visit Pembrokeshire
Neil Kedward, Chief Executive of Seren Collection and Chair of Visit Pembrokeshire, said: 'Tourism is the lifeblood of Pembrokeshire – it supports thousands of livelihoods, sustains our rural communities, and showcases the very best of Welsh culture and our extraordinary land and seascapes to the world.
'Its value goes beyond visitor spend. It fuels and binds our local supply chains, sustains hospitality and creative businesses, and keeps vital services working in rural areas.
'As we mark Wales Tourism Week, it's time to recognise not only the economic value of our visitors, but the way tourism enriches lives, preserves our heritage, and strengthens our sense of place. Investing in sustainable, high-quality tourism really is investing in the future of Pembrokeshire and the wellbeing of our communities.'
Tourism in the county is a diverse and dynamic ecosystem, encompassing accommodation providers, attractions, activity organisers, artists, retailers, food and drink producers, heritage organisations and more. Despite its diversity, 99% of tourism-related businesses in Pembrokeshire are microbusinesses—many operating in remote or rural locations.
Emma Thornton, Chief Executive of Visit Pembrokeshire
Emma Thornton Visit Pembrokeshire Chief Executive added: 'We support and connect businesses and organisations involved in tourism with each other, and our mantra is 'stronger together'. Visit Pembrokeshire is the glue that brings people together, delivering Pembrokeshire's 2024–28 Destination Management Plan in collaboration with public and private sector partners.'
Visit Pembrokeshire was launched in November 2020 as the county's official Destination Management Organisation (DMO) – the first of its kind in Wales. Its role is to champion sustainable, year-round tourism that balances the needs of visitors with those of residents, while spreading footfall more evenly across the county to ease pressure on popular hotspots.
Recognises important role of tourism in Pembrokeshire: Henry Tufnell MP
Local MP Henry Tufnell also praised the sector, saying: 'Tourism is absolutely central to Pembrokeshire – not only as a cornerstone of our local economy, but as a reflection of the pride we take in our landscapes, heritage and communities.
'While the sector has faced real challenges in recent years, the dedication and resilience shown by local businesses, supported by organisations like Visit Pembrokeshire, is truly inspiring. With continued support and collaboration, I'm confident tourism in the county has a bright and sustainable future.'
The Wales Tourism Week campaign highlights the value of tourism across the nation, and Pembrokeshire's events and achievements this week serve as a reminder of just how deeply embedded tourism is in the county's identity.
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