The official destination management organisation (DMO) for Pembrokeshire with the purpose of coordinating delivery of Pembrokeshire’s 2024-28 Destination Management Plan (DMP). Pembrokeshire is already an established visitor destination but there is room for growth and, going forward, the DMP is designed to set out a shared vision around which the destination and partners can unite. Coordinated by the not-for-profit organisation Visit Pembrokeshire, we aim to strengthen the county’s approach to tourism, eliminate duplication of effort and provide best value for the resources available now and in the future. While it’s a business led partnership, the DMO is a collaboration between the private, public and third sectors. Together, we are stronger and can develop Pembrokeshire’s unique proposition and set it aside from its competitors.
Our vision is to be a global leader in regenerative tourism, while prioritising the challenges and opportunities we now face, and which are more wide reaching than simply developing a competitive advantage as a destination. To ensure this, we have developed some guiding principles.
Pembrokeshire's visitor economy should:
With those guiding principles in mind, we’ve developed our strategic destination priorities.
A. REGENERATIVE
Ensure our visitor economy takes account of its current, and future economic social and environmental impacts, whilst addressing the needs of all visitors, the environment, the industry, and local communities, delivering a net benefit. With a focus on delivering 'net-positive' tourism to Pembrokeshire that benefits the people that live, work and love our beautiful county.
B. BRILLIANT BASICS
It is essential that that foundations of destination stewardship are delivered - the underpinning level of the travel experience hierarchy and the visitor welcome. This covers a breadth of factors that influence the visitor experience, from signage and potholes through to bin collections and access to public facilities.
C. SHARED NARRATIVE & BRAND
We will continue to build the new Pembrokeshire brand through trade engagement to sell Pembrokeshire’s year-round offer, communicated through marketing and PR. Through proactive communication using our website, social media platforms, newsletters plus industry events, we promote the key themes that distinguish Pembrokeshire as a leading destination.
D. EVENTS & SEASONALITY
Traditionally Pembrokeshire has been a very seasonal destination. Through building our year-round offer of accommodation, activities and package, we will build additional demand across the shoulder months and into the winter. The promotion of off-season events along with Visit Pembrokeshire's own event calendar will also be key to improving the perceptions of Pembrokeshire as an all year-round destination.
E. WELL-BEING & ACTIVE
We believe that Pembrokeshire is 'good for your soul'. We are keen to re-establish Pembrokeshire as a preferred destination for walking, adventure, and other activities and immersive learning breaks promoting our ecological, environmental and cultural worldwide significance. With 186-miles of glorious coastal path plus nearly 40% of Pembrokeshire being a National Park, we have plenty of opportunity and space to promote these key and distinguishing features of our County.
Visit Pembrokeshire Events
We host a programme of themed seasonal events throughout the year, ranging from informal “Meet the Team” training workshops, to themed Networking and Thought Leadership events with topical guest speakers e.g. the Annual Tourism Summit and the prestigious Croeso Awards. At these events, we provide timely industry information, business training and facilitated networking opportunities. We believe that as a County, we are 'Stronger Together' and our Events are a key way to demonstrate to power of local knowledge and team work.
For an up to date schedule of Visit Pembrokeshire events for 2024/25, check out our events page.
Croeso awards
The prestigious Croeso awards, proudly presented by Visit Pembrokeshire, show off the very best of the tourism industry in our county.
Be the first to know about the winners and the 2026 event by signing up to our newsletter. We can’t hold the awards without the support from our sponsors and we extend our thanks to our sponsors this year. We are now inviting enquiries for sponsorship opportunities for the 2026 awards.
Sponsorship of the Croeso awards can elevate your brand and is your chance to support and celebrate the thriving tourism industry while gaining exceptional exposure for your business. By becoming a category sponsor, you'll enjoy a host of exclusive benefits, including VIP tickets to the awards ceremony, professional photos with the award winner for your promotional use, prominent display of your logo on the awards website and inclusion of your logo in extensive pre and post-event publicity, as well as in the awards night program. You will also have a detailed sponsor profile on the awards website for 12 months. Contact us to secure your sponsorship today.
Category winners are selected to be judged at the regional stage with potential to be recognised at the national Visit Wales awards.
By joining Visit Pembrokeshire, you will have access to our range of resources and benefits.
Visit Pembrokeshire is a membership organisation that is open to all. Working on the principle that we are stronger together, we work together to make sure everyone benefits.
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