To coincide with Wales Tourism Week 2025, Visit Pembrokeshire is proud to shine a spotlight on the county’s thriving visitor economy – a cornerstone of local life that’s as culturally enriching as it is economically essential.

Tourism is one of the three key economic pillars of Pembrokeshire, alongside energy and agriculture.

It contributes a remarkable £604 million to the local economy each year, welcomes more than 6.3 million visitors, and supports 23% of all local employment. But its value goes far beyond the numbers – it connects people, preserves our heritage, and showcases the unique character of Pembrokeshire to the world.

Neil Kedward, chairman of Visit Pembrokeshire said: “Tourism is the lifeblood of Pembrokeshire – it supports thousands of livelihoods, sustains our rural communities, and showcases the very best of Welsh culture and our extraordinary land and seascapes to the world.

“I am so proud to live and work here and be part of this collective effort to improve our county for both our community and visitors.”

The past five years have been challenging for tourism businesses. This vibrant visitor economy is supported and championed by Visit Pembrokeshire, the official Destination Management Organisation (DMO) for Pembrokeshire.

The DMO works hard to mitigate any negative impacts from tourism on our local communities and to promote regenerative tourism, which aims to deliver a net benefit to the quality of life for those that live and work in our beautiful county.

Emma Thornton, CEO of Visit Pembrokeshire, said: “We support and connect businesses and organisations involved in tourism with each other and our mantra is ‘stronger together’.

“We coordinate delivery of Pembrokeshire’s 2024-28 Destination Management Plan, a shared plan delivered in partnership. Partnership working is at the core of everything we do. There are so many organisations whose activities touch on or are involved in tourism in Pembrokeshire.”