A recently commissioned report by Visit Pembrokeshire on the economic volume and value of tourism in Pembrokeshire from 2017-2019 has found that 7M tourists visit the county each year and that tourism delivers an annual economic value of £590M to the area.

Tourism is a key employment driver in the area, too, with 12,000 people directly employed in the industry, accounting for over a fifth (21 per cent) of the local workforce.

Visit Pembrokeshire is looking to grow tourism for the benefit of all over the next five years and its 2020-25 Destination Management Plan reflects the ongoing benefits of investment to the area, whilst being mindful of protecting the local environment.

The report also revealed that leisure travel accounts for 86 per cent of all trips and that the majority – 96 per cent - stay in paid-for accommodation, with the average length of stay just over four nights.

The average spend is £32 per trip for day visitors and £55 per night for overnight visitors, with June to September confirmed as the busiest dates and August being the peak month.

Many of Pembrokeshire’s tourism businesses have invested significantly in recent years, helping to boost both local employment and the wider local economy, while ensuring that they remain environmentally aware.

Projects include:

• Bluestone National Park Resort’s £15M investment in building 80 new environmentally-sensitive self-catering lodges which will support 250 jobs in the construction phase alone. It is projected that the new lodges will increase local spending by £1.5M and will deliver a further £1M of spending power within Pembrokeshire.

• A £10M investment at Saundersfoot Harbour has meant an overhaul of the harbour area and improved access, ensuring its long-term viability. The harbour now has a new Marine Centre of Excellence, with an RYA sailing school on site, as well as the Harbour Bites Café, marine supply stores and a workshop, plus the Outer Reef Water Sports Centre. This summer, Ocean Cabins - pod-style accommodation - plus a covered Events Plaza and retail shops will open.

• A £4M investment, backed by £1.7M of European Regional Development Funds, enabled Welsh Water Adventure at Llys-y-Frân Lake to open in July 2021. The country park and reservoir features a new Outdoor Activity centre and a Waterside Cabin for walkers, cyclists and watersports enthusiasts.

• Grove of Narberth has been awarded 5 stars from the AA and is one of just three hotels in Wales to have been achieved this level of excellence in hospitality. The hotel has recently launched six new cottage suites, three of which have stunning architect-designed solar glass box extensions to bring the outside in without affecting the attractive look of the traditional stone buildings.

• In 2017, Folly Farm invested £700,000 in biomass heating, saving 700 tonnes of carbon emissions annually. The popular zoo has recently invested in 18 new electric go karts which were designed and built by a Welsh-based family business, Formula K.

• Ty Hotel Milford Waterfront is due to open in Milford Haven in spring 2022. The 100-bedroom hotel will be managed by the Celtic Manor Resort as part of its expanding Celtic Collection of properties. The hotel will overlook the marina and will bring employment to the area.

Emma Thornton, chief executive of Visit Pembrokeshire said: “This recent report illustrates the significance of tourism to Pembrokeshire’s local economy.

“As we emerge from the Covid-19 pandemic, we know we are set for an exceptionally busy summer which presents great opportunity for our beautiful county but also brings with it some challenges.

“Visit Pembrokeshire’s role, working with partners across the county, will be to ensure our visitors have the best possible experience, to support business recovery, and to lead the development of a new type of regenerative tourism that seeks to balance the economics with the well-being of our natural resources and our local communities.”

Clr. Paul Miller, Cabinet Member for Economy, Tourism, Leisure and Culture commented: “The report underlines once again the vital importance of tourism to the Pembrokeshire economy.

“The County Council continues to invest significantly in this area, providing many core services that visitors rely on, such as beach management, public toilets and coastal bus services, in addition to supporting Visit Pembrokeshire.

“The economic impact demonstrated by this report certainly justifies this investment, which is even more important in light of the enormous impact the pandemic has had on the industry.”

Clr. Di Clements, vice chair of the Pembrokeshire Coast National Park Authority said: “Pembrokeshire has earned its reputation as one of the UK’s leading tourist destinations and its popularity continues to grow.

“These figures, dated back to pre-pandemic, show a positive increase in visitor numbers, which we are confident will increase further as more people choose Pembrokeshire as their staycation destination of choice.

“The National Park is the foundation of Pembrokeshire’s tourism economy. We strive to keep the Park special so that it can be enjoyed now and by future generations, and we’re encouraging everyone who visits to support this work by making a commitment to tread lightly and leave no trace.

“We’re aware that with increased visitor numbers comes greater pressures to our natural environment, so the importance of working in partnership to deliver a sustainable approach to visitor management is more important now than ever before.”

For further details, please visit www.visitpembrokeshire.com