About Visit Pembrokeshire
The official destination management organisation (DMO) for Pembrokeshire with the purpose of coordinating delivery of Pembrokeshire’s 2024-28 Destination Management Plan (DMP). Pembrokeshire is already an established visitor destination but there is room for growth and, going forward, the DMP is designed to set out a shared vision around which the destination and partners can unite. Coordinated by Visit Pembrokeshire it aims to strengthen the county’s approach to tourism, eliminate duplication of effort and provide best value for the resources available now and in the future. While it’s a business led partnership, the DMO is a collaboration between the private, public and third sectors. Together, we are stronger and can develop Pembrokeshire’s unique proposition and set it aside from its competitors.
Our vision is to be a global leader in regenerative tourism, while prioritising the challenges and opportunities we now face, and which are more wide reaching than simply developing a competitive advantage as a destination. To ensure this, we have developed some guiding principles.
Briefly, our visitor economy should:
- Benefit local communities generating sustainable livelihoods and income opportunities.
- Help to protect and celebrate unique cultural identities and traditions (supporting language, arts and heritage).
- Support the circular economy in Pembrokeshire helping businesses to develop and thrive.
- Conserve and respect our environment and help to restore ecosystems and natural resources.
- Be welcoming and inclusive to all.
With those guiding principles in mind, we’ve developed our strategic destination priorities.
A. REGENERATIVE
Ensure our visitor economy takes account of its current, and future economic social and environmental impacts, whilst addressing the needs of all visitors, the environment, the industry, and local communities, delivering a net benefit.
B. BRILLIANT BASICS
Deliver the foundations of destination stewardship - the underpinning level of the travel experience hierarchy and the visitor welcome.
C. SHARED NARRATIVE & BRAND
Continue to build the new Pembrokeshire brand through trade engagement to sell Pembrokeshire’s year-round offer, communicated through marketing and PR.
D. EVENTS & SEASONALITY
Building our year-round offer to build additional demand in the spring and autumn.
E. WELL-BEING & ACTIVE
Re-establish Pembrokeshire as a preferred destination for walking, adventure, and other activities and immersive learning breaks promoting our ecological, environmental and cultural worldwide significance.
Visit Pembrokeshire Events
We host a programme of themed seasonal events throughout the year, ranging from informal “Meet the Team” training workshops, to themed Networking and Thought Leadership events with topical guest speakers e.g the Annual Tourism Summit and the prestigious Croeso Awards
For an up to date schedule of Visit Pembrokeshire events for 2024/25, check out our events page.
Croeso awards
The prestigious Croeso awards, proudly presented by Visit Pembrokeshire, show off the very best of the tourism industry in our county.
Be the first to know about the winners and the 2026 event by signing up to our newsletter. We can’t hold the awards without the support from our sponsors and we extend our thanks to our sponsors this year. We are now inviting enquiries for sponsorship opportunities for the 2026 awards.
Sponsorship of the Croeso awards can elevate your brand and is your chance to support and celebrate the thriving tourism industry while gaining exceptional exposure for your business. By becoming a category sponsor, you'll enjoy a host of exclusive benefits, including VIP tickets to the awards ceremony, professional photos with the award winner for your promotional use, prominent display of your logo on the awards website and inclusion of your logo in extensive pre and post-event publicity, as well as in the awards night program. You will also have a detailed sponsor profile on the awards website for 12 months. Contact us to secure your sponsorship today.
Category winners are selected to be judged at the regional stage with potential to be recognised at the national Visit Wales awards.
By joining Visit Pembrokeshire, you will have access to our range of resources and benefits.
Visit Pembrokeshire is a membership organisation that is open to all. Working on the principle that we are stronger together, we work together to make sure everyone benefits.
Working on the principle that we are stronger together, we work together to make sure everyone benefits.
Visit Pembrokeshire is a membership organisation that is open to all.
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