Consultancy.coop has been working with the tourism association for Pembrokeshire, Pembrokeshire Tourism (PT), to consider its future income generation strategy. The study explored the potential to develop additional income for PT at a time when the organisation faces the impact of recent austerity measures and the re-organisation of support for tourism across Wales.
A number of strategic and practical recommendations were made to maximise income from commercial services plus future public sector funding. A review of tourism associations operating across Wales and England reveals the majority play a lead role in actively promoting their destination, in tandem with a strong membership package. The study concluded there is potential to refocus the activities of PT considerably in order to maximise income.