What 2026 Looks Like for Pembrokeshire Tourism Businesses
There’s something very West Wales about measuring success in sunshine, full car parks, and the phrase “it’s been a decent season, actually.”
According to the latest Wales Tourism Business Barometer, 2025 was a mixed year, and that feels about right for Pembrokeshire tourism businesses.
Not a boom. Not a bust. Just a careful balancing act.
A Year of Highs and Hesitations
Across Wales, 40% of tourism businesses reported more customers in 2025 compared to 2024, while 28% saw fewer customers….
But the detail matters.
Non-accommodation businesses, attractions, activity operators, pubs and cafés generally performed better. Accommodation providers were more divided, with some enjoying strong summer peaks and others feeling the strain.
For Pembrokeshire, that rings true. Day trips remain strong. Coastal walks don’t require overnight stays. And when the sun shines, people appear, sometimes gloriously, sometimes all at once.
The Weather Factor
Summer 2025 was officially the warmest on record in the UK.
About a third of businesses that saw increased customers credited the weather. Sunshine brings spontaneity. It brings last-minute bookings. It brings that irresistible urge to say, “Let’s just go.”
But warm weather doesn’t lift everyone equally. Some inland and indoor attractions reported quieter days when the coast was irresistible.
In Pembrokeshire, good weather can be both blessing and logistical challenge.
The Cost of Going Away
Economic pressures remain part of the picture.
Among businesses reporting fewer customers:
- 34% cited lack of disposable income
- 19% pointed to wider economic uncertainty.
Operators have noticed shorter stays and more day visits rather than week-long breaks.
For Pembrokeshire tourism businesses, that shift explains a lot. Experiences remain appealing. Long holidays feel more carefully considered.
Occupancy and Confidence in 2026
Late 2025 occupancy levels showed improvement in some sectors, though self-catering operators continue to feel pressure around the 182-day occupancy threshold.
Looking ahead, 64% of tourism operators say they feel either very or fairly confident about running profitably in 2026.
Encouragingly, the proportion saying they are “very confident” has increased compared with recent years.
That’s not blind optimism. It’s resilience.
Adapting, Not Retreating
Most accommodation businesses continue to use online travel agents (OTAs), while many also encourage direct bookings to protect margins.
For Pembrokeshire tourism businesses, it’s about balance: visibility and simplicity on one side, independence and profitability on the other.
Tourism here has always adapted to weather, to economics, to changing visitor habits.
2026 looks set to be another year of steady recalibration rather than dramatic swings.
And in Pembrokeshire, steady can be quietly powerful.
FAQs About Pembrokeshire Tourism in 2026
Is tourism in Pembrokeshire growing in 2026?
The latest Wales Tourism Business Barometer shows mixed performance in 2025, with 40% of Welsh tourism businesses reporting growth. Confidence levels for 2026 are higher than in recent years, suggesting cautious optimism.
How did the weather affect tourism in 2025?
Summer 2025 was the warmest on record in the UK. Around one-third of businesses that saw increased customers attributed it to improved weather conditions.
Are visitors staying for shorter trips in Pembrokeshire?
Yes. Many businesses report shorter overnight stays and more day trips instead of longer holidays, likely linked to affordability concerns.
How confident are tourism businesses about 2026?
About 64% of Welsh tourism operators feel confident about operating profitably this year, with the proportion feeling “very confident” rising compared to previous year.
Do most accommodation providers use online travel agent
Yes. Around 80% of accommodation businesses use OTAs such as Booking.com or Airbnb, though many also encourage guests to book directly.
Read the full report HERE
