About us

A new era for tourism in Pembrokeshire

Visit Pembrokeshire is the Destination Management Organisation (DMO) for Pembrokeshire. It is business led and brings together the public, private and third sectors to work in partnership to grow tourism sustainably for the good of Pembrokeshire.

Formed in November 2020, Visit Pembrokeshire provides tourism leadership and advocacy and delivers a wide range of activities including destination marketing, industry liaison and support, research and intelligence and event support. It also coordinates delivery of the Pembrokeshire Destination Management Plan which sets out priorities around which we can unite as a destination.

Our Vision :

To be a global leader in regenerative tourism.

We have established 5 strategic priorities which guide our activity.

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.
Events and seasonality – Building our year-round offer to build additional demand in the spring and autumn.
Wellbeing and Active – “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.”
Shared narrative and brand – Continue to build the new Pembrokeshire brand through trade engagement to sell Pembrokeshire’s year-round offer, communicated through marketing and PR.”
Brilliant Basics – Deliver the foundations of destination stewardship – the underpinning level of the travel experience hierarchy and the visitor welcome.

Through delivering the DMP we expect:

  • The value of the visitor economy in Pembrokeshire to increase by 10% in real terms over 5 years
  • At 25% of that value to be generated between October and March
  • 75% of tourism businesses to be actively engaged with the Pembrokeshire brand
  • Pembrokeshire to become a top 5 UK destination of choice

A full copy of the Destination Management Plan can be downloaded here. The Welsh version can be downloaded here.