Visit Pembrokeshire

What Visit Pembrokeshire does

Visit Pembrokeshire is a not-for-profit Destination Management Organisation (DMO) that serves as the official tourism body for Pembrokeshire, Wales. Incorporated as a private limited company (Visit Pembrokeshire Ltd) in November 2020, it was established by the Destination Pembrokeshire Partnership comprising Pembrokeshire Tourism, Pembrokeshire County Council, PLANED, and the Pembrokeshire Coast National Park Authority, and is the first DMO of its kind in Wales. Its core product is a unified destination marketing platform at visitpembrokeshire.com that aggregates content modules covering accommodation directories, activities and attractions across more than 20 categories, curated exploration guides for beaches, the Coast Path, and the Pembrokeshire Coast National Park, an events calendar, and travel planning tools that integrate rail and bus partnerships.

The organisation serves two customer segments: tourism businesses and accommodation providers (B2B), who join as paying members to receive marketing exposure, industry communications, and access to events and workshops; and tourists and visitors (B2C), who use the platform to plan trips, discover activities, and book accommodation or experiences. The technology stack is intentionally modest and built on mainstream SaaS: WordPress for the awards subdomain, Mailchimp for email newsletters, Google Analytics for web analytics, Microsoft Office365 for email and Forms for data collection, and GoCardless for membership payment processing. No AI/ML systems, mobile applications, or proprietary platforms are evidenced.

Revenue is generated through recurring membership fees from tourism operators and ancillary event and venue hire services. Pricing is not publicly disclosed. Distribution relies on the official website as the primary global channel, complemented by rail marketing partnerships with Transport for Wales and Great Western Railway across seven Pembrokeshire railway stations, Fflecsi bus integration, email newsletters, and social media. Headcount is approximately ten, and the registered office is at the Bridge Innovation Centre in Pembroke Dock.

Name

Visit Pembrokeshire

Legal name

Visit Pembrokeshire Ltd

Website

https://visitpembrokeshire.com

Company type

Private

Founded year

2020

Operating status

Operating

Headcount range

1–10 employees

Short description

Visit Pembrokeshire is the official not-for-profit Destination Management Organisation for Pembrokeshire, Wales, providing a destination marketing website and membership services to local tourism operators and visitors.

Ownership category

akta.pro rank

Product category

Destination Management and Tourism Marketing Services

NAICS

Convention and Visitors Bureaus (561591)

SIC

Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Permitting, Reservations & Visitor Information Services (Passes, Booking, Visitor Centers) (THAAAGAD)

akta.pro secondary industry

Inbound/Local Retail Travel Agencies (Destination Booking Offices) (THAKABAH)

Keywords

• Destination management services
• Tourism marketing platform
• Membership association services
• Visitor information services
• Regional tourism promotion

Headquarters

HQ city

Pembroke Dock

HQ country

United Kingdom

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Membership fees: Visit Pembrokeshire generates revenue through membership fees from tourism businesses and accommodation providers. The membership includes benefits such as processing and administering membership, communicating about industry news, events and workshops, and making members aware of opportunities from fellow members.
2. Event and venue hire services: The organisation processes bookings for events and venue hire as part of its membership services.

Go-to-market motion1 record

Distribution channels3 records

Marketing channels6 records

Core offering

Visit Pembrokeshire operates as a not-for-profit Destination Management Organisation providing a destination marketing platform that aggregates tourism information, accommodation listings, activities, attractions, events, and travel guides for visitors to Pembrokeshire, Wales. It sells a recurring membership programme to tourism businesses and accommodation providers, delivering marketing exposure, industry communications, networking events, and participation in initiatives such as the Croeso Awards. Auxiliary event and venue hire booking services are processed as part of member activities.

Product overview

Visit Pembrokeshire is a destination marketing platform operated by the Destination Pembrokeshire Partnership (DPP). The platform operates as a unified website consisting of multiple integrated modules: a core tourism website providing comprehensive visitor information, an accommodation listings directory, an activities and attractions database spanning 20+ categories, curated exploration guides, member business listings with enhanced profiles for local tourism operators, an events calendar, travel planning tools including train schedules and cycling routes, and the annual Croeso Awards program. The platform also includes an e-newsletter service and membership program for tourism businesses. The offering is a single unified destination marketing platform rather than a modular software product.

Differentiator

Problem solved

Functional benefit

Products and services

• Visit Pembrokeshire Tourism Website Comprehensive destination marketing website providing information about accommodations, activities, attractions, events, and travel guides for visitors planning a trip to Pembrokeshire, Wales. Free to use by visitors and accessible globally.
• Tourism Business Membership Programme Recurring annual membership for tourism businesses and accommodation providers in Pembrokeshire, delivering marketing exposure, industry news and communications, event and workshop participation, lobbying representation, and access to opportunities from fellow members.
• Events and Venue Hire Booking Service Booking processing service for events and venue hire managed as part of the membership programme, handling reservations for organisations and members hosting or participating in industry events.
• Croeso Awards Programme Annual tourism awards programme recognising excellence among Pembrokeshire tourism businesses across categories such as Best Activity Provider and Family Business of the Year.
• Member E-Newsletter Service Regular email newsletter delivered via Mailchimp to subscribers and members, providing tourism news, special offers, events, and travel tips for Pembrokeshire.

Named customers6 records

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Twelve partnerships are on record, tiered core, major, minor and supporting.

• Pembrokeshire TourismcoreStrategic or Co-development Partner · 16 November 2020Partnership brings together the public, private and third sector to drive growth and development within the tourism economic sector of Pembrokeshire.
• Pembrokeshire County CouncilcoreStrategic or Co-development Partner · 16 November 2020Partnership brings together the public, private and third sector to drive growth and development within the tourism economic sector of Pembrokeshire.
• PLANEDcoreStrategic or Co-development Partner · 16 November 2020Partnership brings together the public, private and third sector to drive growth and development within the tourism economic sector of Pembrokeshire.
• Pembrokeshire Coast National Park AuthoritycoreStrategic or Co-development Partner · 16 November 2020Partnership brings together the public, private and third sector to drive growth and development within the tourism economic sector of Pembrokeshire.
• Transport for WalesmajorGTM or Marketing PartnerRail partnership promoting sustainable travel to Pembrokeshire. Partnership includes discounted ticket options, family tickets, and the Explore West Wales ticket for unlimited travel.
• Great Western RailwaymajorGTM or Marketing PartnerRail partnership promoting travel from London Paddington, Bristol and South West to Pembrokeshire. Partnership includes savings with Railcards, GroupSave, and Long Weekender tickets.
• Fflecsi Bus ServiceminorGTM or Marketing PartnerFlexible bus service connecting rail stations with local attractions, towns and communities for onward travel within Pembrokeshire.
• MailchimpsupportingTechnology or IntegrationThird-party email service provider used for delivering eNewsletters and managing mailing lists.
• GoCardlesssupportingTechnology or IntegrationPayment processing provider used for managing membership fee payments and renewals.
• MicrosoftsupportingTechnology or IntegrationMicrosoft Office365 used for email communication and Microsoft Forms used for data collection including membership applications.
• Google AnalyticssupportingTechnology or IntegrationWeb analytics service used for collecting anonymous information about website users' activity.
• WordPresssupportingTechnology or IntegrationContent management system used for the Visit Pembrokeshire website (pembrokeshiretourismawards.net).

Scale indicators2 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• Visit Cornwall: Regional UK DMO promoting Cornwall as a coastal destination. Highly comparable business model — destination website, member accommodation/activity listings, curated guides — and a similar geographic profile (coastal UK county with national park exposure).
• VisitBrighton: Regional DMO for Brighton & Hove operating a destination website with accommodation, activity, and events directories. Same content-and-member architecture as Visit Pembrokeshire, focused on a single urban-coastal UK destination.
• Visit Norfolk: Regional DMO for Norfolk delivering a destination website, accommodation and activity listings, and curated coastal/natural-area content. Highly comparable coastal-UK destination-marketing operation.
• Marketing Manchester: Regional UK DMO for Greater Manchester delivering destination marketing, member services, and a curated events/attractions platform. Closely comparable operating model, partnership structure, and revenue mix to Visit Pembrokeshire.
• Visit York: Regional UK DMO promoting York through a destination-marketing website, member business listings, and curated events content. Closely comparable membership-DMO model serving a single UK destination.
• Visit Wales: The national tourism body for Wales, operating the same DMO/destination-marketing model as Visit Pembrokeshire but at country scale. Directly comparable function (destination promotion, content platform, member business listings) with overlapping strategic remit covering Pembrokeshire.

Broad incumbents

• VisitScotland: National tourism body for Scotland operating a destination-marketing platform, member scheme, and curated content verticals. Same DMO archetype as Visit Pembrokeshire but at materially larger scale and broader geographic mandate.
• Tripadvisor: Global commercial travel platform aggregating accommodation, attraction, and activity listings with reviews and booking. Overlaps with Visit Pembrokeshire's content-and-directory function but at global scale and with proprietary data/network effects.
• Visit England: National tourism body for England with a comparable destination-marketing mandate, member business listings, and curated regional content. Overlaps with Visit Pembrokeshire's function at a national scale, particularly for cross-border visitor flows.

Regional players

• Destination Canada: National DMO for Canada operating a destination-marketing platform and member/partner programmes. Comparable DMO mandate and member-based structure, but serving a different geographic market.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/visit-pembrokeshire

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Visit Pembrokeshire