Tourism businesses across Pembrokeshire are facing a “perfect storm” of challenges at the very start of the tourism season, as industry figures warn that current policy decisions are placing unsustainable pressure on the sector.

With the Easter holidays marking the traditional start of the tourism season, businesses across Penfro and Ceredigion would normally be preparing to welcome visitors and generate vital early income after the winter months.

However, Conservative Candidates for Ceredigion Penfro, Paul Davies and Samuel Kurtz both long-standing advocates for the local tourism industry, say that confidence is being undermined by mounting financial and regulatory pressures.

Tourism is a key economic driver in Pembrokeshire and Ceredigion, supporting thousands of jobs and a wide network of small and medium-sized enterprises.

Davies said: “Easter is the starting point for the tourism season in Pembrokeshire and Ceredigion. It’s when businesses begin to recover after winter and build momentum for the year ahead. But instead of optimism, many are facing a perfect storm created by rising costs and damaging policy decisions.”

Kurtz continued: “Tourism is the backbone of the economy in Penfro and across West Wales. But policies like the proposed tourism tax and changes such as the 182-day rule are adding uncertainty and pressure at exactly the wrong time.”

Businesses have raised particular concerns about:

• The impact of the 182-day rule, which is forcing many self-catering operators to meet higher occupancy thresholds or face significant tax increases

• The introduction of a tourism tax, which risks deterring visitors and making Wales less competitive compared to other UK destinations

• Rising operational costs, including business rates, energy, staffing, and compliance burdens

• A lack of meaningful engagement with local businesses before policies are introduced

Industry representatives are calling for a more balanced and collaborative approach that supports sustainable tourism while recognising the economic importance of the sector to rural communities.