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 per cent 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.

Visit Pembrokeshire has now identified five proposed priority areas for further development:

1. Nature: Make water quality a top priority, protect and restore Pembrokeshire’s natural assets, and help visitors understand, appreciate and care for them.

2. 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.

3. 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.

4. Infrastructure and access: Improve rail connections with major UK cities and develop a more integrated local transport network.

5. 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.

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.

“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.”

The survey has helped identify several priority areas. Some of these are wider systemic challenges that extend beyond tourism and Visit Pembrokeshire’s remit; 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.

Read the full survey results at www.visitpembrokeshire.com/industry/10yr-vision .