More than 1,000 voices help shape a ten-year vision for Pembrokeshire’s visitor economy.
PRESS RELEASE: Visit Pembrokeshire
Survey findings inform five proposed priority areas for tourism that benefits communities, businesses and the environment.
Visit Pembrokeshire has announced the results of its Pembrokeshire: Our Future, Our Opportunity survey, with 1,012 respondents sharing their views on the future of the county’s visitor economy. Of those who took part, 65% provided additional written feedback, generating around 80,000 words of commentary and approximately 1,000 individual ideas.
The survey invited businesses, organisations, residents and partners to help shape a shared ten-year vision, aligned with Pembrokeshire’s 2024–2028 Destination Management Plan.
The findings show strong alignment with Visit Pembrokeshire’s ambition for Good Growth: tourism that protects the county’s natural environment, supports sustainable local livelihoods, creates stronger year-round opportunities and delivers positive outcomes for communities.
Over the past year, businesses, community representatives, local organisations and strategic partners have worked together to explore how Pembrokeshire’s visitor economy can deliver greater value while safeguarding what makes the county special. The survey broadened that conversation, giving people across Pembrokeshire an opportunity to help inform its future direction.
Emma Thornton, CEO of Visit Pembrokeshire, said:
“We have been delighted by the level of engagement, with over 1,000 respondents from a wide range of stakeholder groups sharing their views and ideas for the future of Pembrokeshire’s visitor economy.
“The results show strong alignment with our 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.
“Thank you to everyone who took part. Our focus now is on turning these findings into practical action, working with businesses, communities and partners to make this survey count.”
Drawing on the survey findings, the Destination Management Plan and earlier community and partner engagement, Visit Pembrokeshire has identified five proposed priority areas for further development:
· 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, while exploring 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. These priorities align with and sharpen the direction of our current 2024-28 Destination Management Plan. The breadth of additional evidence gathered through the survey will inform the next iteration of the plan and provide extra focus.
Neil Kedward, Chair of Visit Pembrokeshire, said:
“Pembrokeshire’s landscapes, coastline, culture and communities are not simply the backdrop to our visitor economy; they are its foundation. For me, tourism succeeds when it strengthens the place that sustains it—protecting what makes the county special, supporting local livelihoods and creating opportunities for future generations.
“I am so pleased that more than 1,000 people took the time to contribute. Their responses help us understand what people value most, where concerns remain and where they want to see change. This is not a finished plan, but it gives us a much clearer direction.
“The real test now is what we do with it. Turning that direction into practical action will require businesses, communities and public partners to work together, each bringing their knowledge, influence and ability to deliver. If we do that well, we can build a stronger visitor economy and an even better Pembrokeshire in which to live, work and visit.”
What Happens Next?
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. Read the full survey results at: https://www.visitpembrokeshire.com/industry/10yr-vision