Tough trading conditions are having a positive effect on tourism in Pembrokeshire, as operators sharpen their acts to bring in record visitor numbers. Despite the BBC recently choosing Tenby to encapsulate national concerns about the economic downturn, many tourism businesses in the county are thriving in the face of supposed adversity. The change in consumer confidence has led tourism businesses to respond to the shifting marketplace. There have been very positive results, with some businesses reporting a 37 per cent increase on last year. Top hotels and major tourist attractions through to holiday cottages, small bed and breakfasts, campsites and family run guest houses are all reporting a boom in business. Many say the key to the recent boom is remaining positive, focusing on customer relations and creating a united front within the tourism sector. Owners of the five star Stoney Bridge guest house in Saundersfoot, Jon and Alyson Everett, are enjoying a boom in business. They said: "We have taken as much in the first week of July this year as we did in the whole of the month last year. We are offering a high quality product at a reasonable price. People want value for money, especially at times of economic restraint." Folly Farm at Begelly, one of the largest paid for visitor attractions in Wales, is up nearly 10 per cent on visitor numbers compared with last year. "We have found ways to work smarter," said managing director, Chris Ebsworth. "We are working closely with our suppliers to ensure that we can deliver a quality product that represents exceptional value for money." Andrew Evans from St. Brides Spa Hotel, Saundersfoot, believes businesses should be passionate about what they do. He said: "We had positive growth last year and above all this year. We had growth when the hotel was encased in scaffolding. If all you have is lemons make lemonade."
