Pembrokeshire. Our Future. Our Opportunity.

Over the past year, a growing network of passionate people from across Pembrokeshire, including businesses, community representatives, local organisations and strategic partners, has come together to help develop a long-term vision for the future of our visitor economy.

Pembrokeshire has the opportunity to pursue what we call Good Growth.
Growth that creates greater value for local businesses and communities, supports stronger year-round employment opportunities, protects our natural environment, and strengthens pride in place for future generations.

“We have been delighted by the level of engagement, with 1,012 respondents from a wide range of stakeholder groups sharing their views and ideas for the future of Pembrokeshire's visitor economy” – says Emma Thornton, CEO of Visit Pembrokeshire.

“The results show strong alignment with Visit Pembrokeshire's vision for Good Growth: tourism that protects what makes Pembrokeshire special, provides sustainable local livelihoods, works positively for communities, and delivers greater value from the visitors we attract.”

Based on the survey findings, Visit Pembrokeshire believes the following should be key priorities for our visitor economy over the next ten years. These are all aligned with our current 2024-28 Destination plan, which will be updated in due course to reflect these more focused priorities:

• Nature: Make water quality a top priority, protect and restore Pembrokeshire’s natural assets, and help visitors understand, appreciate and care for them.
• Seasonality and value: Build and promote a stronger year-round programme of events and experiences, spreading tourism activity more evenly across the year and county while encouraging longer stays and greater local spending.
• Workforce, affordable housing and skills: Improve apprenticeships, work experience and career pathways to support year-round employment and progression, whileexploring how housing policy can better support local communities and the workforce on which tourism depends.
• Infrastructure and access: Improve rail connections with major UK cities and develop a more integrated local transport network.
• Awareness and visibility: Use food festivals, cultural events and more joined-up destination marketing to strengthen Pembrokeshire’s visibility and attract visitors whose values align with those of its communities.

The survey has helped identify several priority areas. Some of these are wider systemic challenges that extend beyond tourism and Visit Pembrokeshire’s remit, affecting the quality of life in Pembrokeshire as a whole. Others are areas where Visit Pembrokeshire is well placed to lead and deliver meaningful action. No single organisation has the authority, capability or resources to lead across all the priorities.

Over the coming months, our focus will be to :

• Determine where Visit Pembrokeshire can make the greatest impact across the five priority areas.
• Develop action plans for these areas in partnership with businesses, communities and stakeholders.
• Map the key channels of influence and collaboration needed to address strategic issues such as water quality, transport and infrastructure, and affordable housing.

In summary, visit Pembrokeshire will lead where it has the authority and capability; convene where progress depends on collaboration; support where someone else leads; and advocate where the formal levers sit elsewhere.

We are committed to making this survey count. We will maintain an open dialogue throughout this process and will continue to provide regular updates as the work progresses.

Together, we can create a visitor economy that benefits communities, businesses, visitors and the environment, ensuring Pembrokeshire remains a special place to live, work and visit for generations to come.