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."
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