Pembrokeshire tourism brought in £604 million last year
Visit Pembrokeshire has highlighted the importance of the county's visitor economy during Wales Tourism Week 2025.
The tourism sector is one of the three main economic pillars of Pembrokeshire, alongside energy and agriculture.
It contributes £604 million to the local economy annually, attracts more than 6.3 million visitors, and supports 23 per cent of all local employment.
Neil Kedward, Seren Collection chief executive and chairman 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."
Visitors are drawn to Pembrokeshire's castles, festivals, coastal villages, and traditions, which help preserve the county's unique Welsh identity.
As the only UK National Park primarily designated for its coastal landscape, Pembrokeshire's natural beauty and diverse landscape have earned global recognition.
The tourism sector in Pembrokeshire is diverse, encompassing accommodation providers, attractions, experience and activity providers, artists, retail and hospitality, artisan producers, museums, galleries, and heritage sites.
However, 99 per cent of these businesses are micro-businesses, which can feel isolated at times due to the rural nature of the county.
MP Henry Tufnell said: "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."
The past five years have been challenging for tourism businesses.
Visit Pembrokeshire, the official Destination Management Organisation (DMO) for Pembrokeshire, has been supporting and championing the visitor economy.
The DMO, a business-led public/private sector partnership launched in November 2020, focuses on developing year-round tourism sustainably, promoting value over volume, and encouraging visitors to explore the entire county.
Emma Thornton, CEO of Visit Pembrokeshire, said: "We support and connect businesses and organisations involved in tourism with each other and our mantra is 'stronger together'.
"We coordinate delivery of Pembrokeshire's 2024-28 Destination Management Plan, a shared plan delivered in partnership.
"Partnership working is at the core of everything we do.
"There are so many organisations whose activities touch on or are involved in tourism in Pembrokeshire and we like to say that Visit Pembrokeshire is the glue that brings people together."
Hashtags
Try Our AI Features
Explore what Daily8 AI can do for you:
Comments
No comments yet...
Related Articles
Wales Online
an hour ago
- Wales Online
This sandy Welsh beach has a wood-fired sauna with the dreamiest sea view I've ever seen
This sandy Welsh beach has a wood-fired sauna with the dreamiest sea view I've ever seen This authentic Finnish-style wood-fired sauna has one of the best sea views in Wales Set just above the golden sands is an authentic Finnish-style wood-fired sauna with a full panoramic window that beautifully frames the ocean view (Image: Portia Jones ) Wales' craggy coastline is amongst the most beautiful in the world and has a vast range of sandy shores, secluded bays and pebble-strewn beaches with clear waters for swimming. From Pembrokeshire's golden sand beaches and tiny coves to the windswept Llŷn Peninsula and the Vale of Glamorgan's Jurassic coastline, you are truly spoiled for choice. One of my favourite beaches is a sand and rock surfing hub in South Wales. Here, you'll find golden sand, a brilliant beach café, and a sauna with a sea view. Porthcawl's Rest Bay is a popular spot for swimming, surfing, and powerboating and attracts vast numbers of visitors, especially in the busy summer season. The beach is part of a glorious sweep of coastline that runs from Sker Point to Ogmore, with Porthcawl sandwiched between Port Talbot and Ogmore-by-Sea. There's loads of sandy space to stretch out on, though a few rocky patches mean you'll want to watch your toes. If you fancy a wander, you can head off across the Newton Burrows dunes and trek to the mouth of the River Ogmore. From superstar gigs to cosy pubs, find out What's On in Wales by signing up to our newsletter here Rest Bay is a popular surf spot (Image: Wales Online ) Article continues below Porthcawl's links to golf also have a long history. Here, a Cardiff businessman set up a nine-hole course on Locks Common in 1895. Eventually, it moved to its current position, grew into Wales's first 18-hole course, and gained Royal status in 1909. It has since hosted major tournaments, including the Senior Open, where Bernhard Langer won in 2014. By the early 1900s, charabancs and trains were delivering eager day-trippers to the coast, and by the 1960s, Porthcawl was buzzing with surfboards and speedboats. One of the UK's oldest surf clubs was born here in 1969, and the town's strong lifeguard tradition soon followed. Today, Rest Bay is still riding that wave literally and figuratively, with a brand-new watersports centre leading a fresh chapter in its seaside story. I had come to Rest Bay to try one of the shoreline's newest additions, a wellness escape with an enviable view (Image: Portia Jones ) I had come to Rest Bay to try one of the shoreline's newest additions, a wellness escape with an enviable view. Set just above the golden sands is an authentic Finnish-style wood-fired sauna with a full panoramic window that beautifully frames the ocean view. Unwind with pals or newfound friends in the steamy warmth as the waves roll in, the salty air mixing with the distinctive scent of burning wood. It's restorative, social, and distinctly un-British in the best possible way. This is Hikitalo Sauna, the brainchild of William Jenkins, who's helping to bring a touch of Nordic soul to the Welsh coast with bespoke saunas now at two locations, Rest Bay and Sandy Bay. Hikitalo is part of a small but growing sauna movement in Wales, focusing on physical health and deep, meaningful connection with fellow wellness converts. Its origin story is particularly compelling as William's passion for saunas didn't come from a straightforward business plan but from a personal crisis. 'My journey with all this started with a mental breakdown I experienced three years ago,' he tells me. 'I was burnt out, going through a breakup and unhappy with where I was in life, so I decided to hit the road. I went travelling to do a bit of surfing and a bit of soul searching too.' William's path took a meaningful turn in Mexico, the first stop on that healing journey. "I met a Finnish bloke in a sweat lodge I'd signed up for,' he recalls. 'He was a massive inspiration.' Together, the duo explored the local Temazcals, bonding over the shared love of saunas. That unique connection sparked a deeper curiosity, setting him off on a year-and-a-half-long quest through 14 countries, where he visited more than 70 saunas. 'After I experienced all those, I decided to bring it back, back here to south Wales,' he explains. William's path took a meaningful turn in Mexico (Image: Felipe Sabbag ) What started as personal healing has since evolved into a wider mission: building community, creating space for connection, and harnessing the power of heat and stillness to combat the loneliness so many people feel today. And he's done just that. In the spacious, wood-fired sauna, regulars come to sweat and socialise, reflect, and sometimes say nothing. 'The sauna is like a candle that lights another light. We see laughter in there. We see tears, deep conversations, and sometimes we pure stillness. It's magical.' A real Finnish ethos is at play here: less small talk and more shared presence. 'People have mastered the art of feeling connected to one another without even saying a word. Simply being together in the warmth and listening to the gentle hiss of the löyly, that's enough.' In the spacious, wood-fired sauna, regulars come to sweat and socialise, reflect (Image: Felipe Sabbag ) William believes these communal sweat sessions are more than just good for the pores. 'In today's fast-paced world, it's easy to feel disconnected. Loneliness has become a widespread issue, impacting both mental and physical health. Here in Wales, many people are affected by it. At Hikitalo, we see the sauna as a powerful tool to help change that.' It's certainly a beautiful sentiment and one that feels especially timely. Post-Covid, people are craving spaces that feel both communal and personal. Regulars at Hikitalo are already forming friendships. Summer sauna events and full moon gatherings are in the pipeline. Hikitalo's Sandy Bay location in Hi-Tide's Car Park, Porthcawl (Image: Felipe Sabbag ) While the sauna is great for your body, the social warmth tends to linger. William sees it as an antidote to the decline of traditional third spaces like pubs and community halls where people previously came together. 'New people are looking for new social hubs,' he says. 'And I think sauna has become that. It's already proven in Nordic and Eastern European cultures.' At Hikitalo, that sense of connection is palpable. 'A lot of friendships are being made here,' William adds. 'People meet for the first time in the sauna and end up swapping numbers. Next thing you know, they're out for coffee or a beach walk.' While the emotional warmth of sauna culture is undeniable, the physical benefits are just as compelling. Saunas have long been used to relieve aches, ease tension, and support everything from cardiovascular health to stress relief. For many, it's an almost spiritual ritual, an intentional pause in a world that rarely stops spinning, and I'm here for it. I'll be honest. I'm in my sauna era and was peachy keen to try out this ocean-view sweatbox and have a post-sauna sea swim in the frothing waves of the adjacent Bristol Channel. The ocean view is sublime (Image: Portia Jones ) Despite usually rolling my eyes at anything remotely woo-woo (healing crystals, drum circles, energy healing), I'm convinced that saunas are magic. The healing powers of sweating out all my anxieties and most of last night's wine cannot be overstated. For me, it's less about chasing medical claims and more about switching off. Ignoring the relentless ping of emails and WhatsApp groups, I let the heat do its slow, steady work as I stew in my own thoughts and breathe in the earthy tang of scorched wood and rising steam. Naturally, I brought along my ever-obliging husband, who remains deeply unconvinced by the idea of paying to be slowly poached in a shed. 'So… we're voluntarily sitting in a very hot box?' he asked as we stepped inside, radiating the enthusiasm of a man who'd just been told the local pub only serves kombucha now. But even my sweaty beau couldn't deny the epic setting. The ocean was just beyond the glass, waves rolling in under an uncharacteristically blue sky. We sat in blissful silence, with no buzzing phones, no life admin small talk, and, most importantly, no discussion of who would take the bins out later (definitely not me). My mind floated somewhere between a meditative state and a mild panic about whether my mascara was sliding off my face, as I had, of course, forgotten to remove it. Every pore was open for business. I was sweating from places I didn't even know had sweat glands. (Elbows! Who knew?) But I felt something like peace, or possibly dehydration, in that moment. Either way, it worked. I was full of wellness. Even my husband seemed more chilled, seemingly now sold on the benefits after being promised a post-sauna pint in the swish Rest Bay Cafe. So yes, I'm officially a full-blown sauna girlie now, sweaty, serene, and quietly hoping to return soon for more ocean views and post-sweat beach strolls. Maybe even make a few wellness friends along the way. One day, my sauna people will come. The saunas can accommodate up to 10 guests, with 55-minute private or communal sauna sessions for up to ten guests. You can book here Article continues below
Daily Mirror
an hour ago
- Daily Mirror
Special reason women at front of Wimbledon queue let others move ahead of them
Wimbledon's notorious ticket queue attracts tens of thousands of would-be spectators every year, with only a small proportion of them getting into SW19 each day Linda Jacobs and Aleta Cole, two tennis lovers from Houston, Texas made an epic 5,000-mile journey to join the world-renowned Wimbledon queue, setting up their camp at 10am on Friday. Despite being the first to arrive three days before the championships began, they did something rather extraordinary. Amidst the scorching heat, they began pitching their tent in Wimbledon Park. However, when queue veterans Vicki and Nigel Broad from Neath, South Wales, arrived a few hours later, Linda and Aleta struck up a conversation with them. Realising they were in the presence of seasoned queuers, the American pair graciously allowed the British duo to set up their tent first. Linda, who plays with Aleta on a team called Hotshots back in Houston, told the Express: "We just don't want to be first so we let them go ahead." She admitted that shying away from media attention (due to being first in line) on Monday was part of their strategy, but they also felt it fitting for Brits to lead the queue for their home tournament. Linda added: "It's a British tournament right, so we just felt it was the right thing to do for them to go first. "They have also been here many times before so it was good having them here to tell us what to do - they are the experts and have been extremely helpful." The friends, who plan to stay for three days at the tournament, are eager to watch fellow American Coco Gauff and have praised the queue organisation. "Everything is so beautifully organised and we have been very well looked after," they said. "We have felt completely safe ever since we arrived." The duo from sunny Texas won't be bothered by the expected 35C Wimbledon heat. "This is great for us," Aleta commented. It's actually quite cool for us! We will be fine." For retired nurses Nigel, 59, and Vicki, 57, this isn't a new experience. They're marking their 20th year in the Wimbledon queue, with their first camping trip to the park dating back to 1980. As parents of two and grandparents of four, they've previously made this a family outing, but this time they're here alone. "We have slept out for two weeks before to see as many days as we can as we just love it," Nigel said. "It is the greatest tournament in the world. We would have stayed longer this time but we need to back for our grandson's birthday." They're planning to watch defending champion Carlos Alcaraz, but also intend to cheer on Mimi Xu, the Welsh wildcard facing Emma Raducanu in her opening match. "She's from Swansea, so we have to show our support," Vicki said. Nigel added: "We don't mind who we see though to be honest - Carlos Alcaraz, Katie Boulter - we are just here to watch great tennis." Sisters Suzanne Pyefinch, 59, and Michele Jennings, 57, from Gorleston, Norfolk, have made queuing an annual tradition, having camped out for Wimbledon tickets every year for the last 39 years. Alongside them, fans of Alcaraz from Spain and the USA set up camp in matching red-and-yellow bucket hats in eager anticipation to support the two-time Wimbledon winner. Maria Iniesta, 47, a physician originally from Madrid and now residing in Houston, queued with her family, comprising her husband, sister and three children, aged 13, 16 and 18. Iniesta joked about the British heat, saying: "For us the weather is fine because we're from Spain but we live in Houston. It's been funny to watch the British people sweating - it's been easy for us." The atmosphere of the Wimbledon queue shares more in common with a festival than a sporting event lineup, where fervent fans pitch tents and set up chairs amidst the greenery, hoping to get their hands on coveted last-minute passes. One die-hard fan even went to comical lengths to join the queue, concocting a fake dental emergency to tell his boss. Speaking on condition of anonymity, he said, "I had to take drastic action - anything for a chance to see Alcaraz." With his tale told, he crossed his fingers, hoping not to be spotted by cameras: "Boss is none the wiser but I just need to make sure I don't get caught on the fan-cam."
Wales Online
3 hours ago
- Wales Online
Popular Welsh burger restaurant announces plan to open in Cardiff
Popular Welsh burger restaurant announces plan to open in Cardiff Madbuns is expanding from Swansea to Cardiff with its third restaurant The 'Madbun' is a popular burger on the menu (Image: Madbuns ) A well-known Swansea burger restaurant is expanding into Wales' capital city. Madbuns, a fast-growing independent burger joint, will open its latest branch on City Road, adding to the growing food scene in the area. The burger joint first launched in September 2021 on St Helens Road, Swansea. Founded by a group of local friends, Madbuns gained early traction through social media, where videos of its burgers and signature sides attracted significant attention and it has a growing profile amongst foodies. Their coloured buns - including charcoal black, beetroot red and even a blue bun - made with natural food colouring - have led to big social media interest. Mahdi Uddin, Riyaad Islam and Shah Rahman got the idea for Madbuns after they were looking for somewhere to eat in Swansea and felt they'd have to look outside of the city to find the kind of food they wanted. Joined by two additional childhood friends; a talented Welsh chef who had been reinventing the traditional Indian takeaway and another partner, Madbuns was created. Article continues below It is fully halal and also offers vegetarian and vegan alternatives. You can read the background to their start-up here. They said they wanted to create something new, with locally-sourced ingredients everyday from nearby trade and businesses. Following the success of its original location, Madbuns opened a second branch in Gorseinon, Swansea, in January 2024. While an official opening date for the Cardiff branch has not yet been confirmed, the burger joint has said it will be on City Road in Roath. Article continues below
