Pembrokeshire’s Folly Farm Adventure Park and Zoo is to invest £1million in a new gift shop and visitor entrance following a 30 per cent increase in visitor numbers over the past three years.

Work has started on the new 1200m2 shop which is designed to be an immersive experience and will feature product displays in a safari truck, tractor and a working carousel. Children will be able to climb aboard the train and tractor to make for an enjoyable shopping experience.

The new shop, which is due to be completed by Easter 2017, will be built next to the Cwtch Coffee shop, with the old shop being turned into a staff training and development centre of excellence.

Managing director at Folly Farm, Chris Ebsworth, said: “Over the last three years, we’ve seen an increase of 120,000 visitors, which meant that we needed to expand our existing shop to accommodate these increased numbers. The new gift shop will offer more space not only to browse, but for visitors to get involved and have some fun while they look around.

“Every element of the Folly Farm offering will form part of the design of the new gift shop; from the carousel representing the vintage fairground, to the zoo-themed safari truck and the farmyard tractor.

“People like to take a piece of Folly Farm home with them after their visit as a memento of their day with us, so we’ve also reviewed and researched our stock and expanded our range of merchandise.

“This is part of our continued infrastructure investment, which has been an important part of ensuring that our visitors have the best possible experience at Folly Farm as we grow.”

Over the last few years, Folly Farm has spent around £2million per year on infrastructure, maintenance and developments, including the recent refurbishment of the on-site Cwtch Coffee shop.

Several new enclosures have also been opened over the last three years, including Penguin Coast, Flamingo Lagoon, Pride of Pembrokeshire, Kifaru Rhino Reserve, the sloth and fruit bat enclosure, the African Aviary, and the Jungle Journey development which is home to squirrel monkeys, tamarins and douroucouli monkeys. Work is also currently taking place to improve the bongo and camel enclosures.

Folly Farm recently submitted plans for a £10million holiday village, consisting of more than 56 themed lodges, touring caravans and glamping facilities including teepees and yurts.

For more information and updates on the new additions at Folly Farm, visit www.folly-farm.co.uk