08 May 2025
In line with Wales Tourism Week, we caught up with our former Chair, the lovely Jane Rees Baynes of Elm Grove Hotel for her insights into the tourism industry in Pembrokeshire.
Jane Rees Baynes of Elm Grove Hotel
Over your 4.5 years term as Chair of Visit Pembrokeshire, what changes have you seen in that time affecting tourism?
Since VP was launched in 2020 the tourism sector has changed significantly. Covid resulted in huge pent-up demand between 2020 – 2022, meaning reliable income across the sector. However, the challenges facing the sector have also increased significantly – including legislation (182 day rule), explosion of Airbnb type accommodation, staffing challenges, energy price increase, economic downturn, competition from holidays abroad and most recently the increase in NI & min wage. On the upside inbound tourism is starting to bounce back, we’re not quite to pre-covid levels yet – but it’s helping to reduce the impact of a downturn in domestic tourism. There’s also been a noticeable increase in very last-minute bookings – sometimes same day, or same hour, bookings.
Why do you believe that tourism is so integral to Pembrokeshire?
Our tourism sector is a major employer and economic driver in the county – accounting for £604m to the economy and 12,000 jobs (23% of local employment). Without it, huge swathes of our towns and villages would simply cease to exist in the same way they do now. Our family has been running Elm Grove for nearly 70 years, so we’ve seen the evolution of tourism in Pembrokeshire first hand.
With the 'tourism tax' not being introduced under the current PC administration, are you feeling more hopeful about the industry?
It was fantastic news about the “tourism levy”, but our sector continues to face a range of challenges, and continued support is needed. Whether this be from trade bodies such as Visit Pembrokeshire and their fantastic marketing of the county – or Welsh Government listening to the concerns of the sector around current legislation and business rate structure. Our sector is a very resilient one and we will all continue to adapt to the changing demands of guests and the challenges we face.
What advice would you give someone considering a career in tourism?
No two days are the same, no two guests are the same – its important to be able to adapt to changing needs and external factors. Do your research and try and do something you enjoy – it makes all the hard work so much easier. Make sure you join your local tourism association and get involved – you really do get back what you put in.
Why are organisations like Visit Pembrokeshire so important?
For those of us micro and SME businesses, who don’t have their own marketing/PR teams – Visit Pembrokeshire helps fulfil that requirement. They not only market Pembrokeshire as a whole, but they also support members with training and events to help businesses and their owners adapt and stand out of the crowd. In addition, they are the voice of our industry in forums we can’t be in personally – from government lobbying (local and national level) to regional tourism forums – they are plugged into what is happening in the wider tourism & hospitality environment and ensuring Pembrokeshire businesses gets the best possible representation in those situations. The team are always at the end of the phone/email to answer queries on everything from accessing funding to promoting a new offering. They are a reassuring presence and one I hope will be in place for many, many years to come.
For more information on Wales Tourism Week and the work of Visit Pembrokeshire, click here.
