Destination Pembrokeshire


Project Description:

The Destination Pembrokeshire Partnership works together to deliver a very broad range of tourism services and support to the wider tourism sector.

The partnership’s aims and objectives are:


  • Working together to achieve common goals
  • Promoting Pembrokeshire as a holiday destination
  • Continued growth outside the main summer months
  • Improving quality
  • Improving the environment, infrastructure and cultural resources
  • Improving business efficiency and profitability.

Recent engagement with the sector has indicated a need to develop the Pembrokeshire Destination Management Plan from its current early draft stage to a fully worked up and professionally published strategy that has the buy in of the whole sector.  This would be a focused piece of work which could be undertaken at the same time as the feasibility study on the basis that the engagement we have already done has provided a clear steer that there is buy in for the development of a single tourism organisation.

Project Achievements:

The project will deliver two outcomes:

  1. A new Pembrokeshire Destination Management Plan
  2. A feasibility study and implementation plan on the creation of a new tourism organisation

Both areas of work will incorporate further engagement and consultation with private sector tourism operators (including micro, SME & large businesses), public and third sector organisations.

In addition to destination marketing activity, we would envisage the new organisation providing the strategic voice for tourism and delivering training, advice and support to the sector.  Increasing sustainable tourism opportunities is a priority within the local development plan (theme one) and the importance of delivering sustainable community tourism initiatives (theme two) is also outlined. The need to explore sector specific economic opportunities that are unique to Pembrokeshire such as our tourism offer, working in partnership with the Destination Pembrokeshire Partnership is specifically referenced in theme two, and this project proposal is a perfect fit for that aspiration.

Project Beneficiaries:

A properly resourced alternative delivery model has the potential to increase visitor numbers, grow visitor spend, increase employment and strengthen local supply chains through a more dynamic and effective approach to destination marketing in the county. The benefits will be felt throughout the Pembrokeshire economy.

Project news:

Plan sets out vision to make Pembrokeshire top 5 for tourism

The Pembrokeshire Destination Marketing Plan is available to download: 
Click here

A Summary of the Pembrokeshire Destination Marketing Plan is available to download:

Click here

Mike Cavanagh

01437 775240