Pembrokeshire has made a name for itself as a ‘responsible’ tourism destination.
The county’s Destination Management Plan says it can already legitimately claim sustainability as a USP.
What does it mean to take it a step further and pursue a strategy of regenerative tourism?
As we head into the peak spring and summer season, Business News Wales spoke to James Parkin, Director of Nature and Tourism at Pembrokeshire Coast National Park Authority, about what regenerative tourism means for businesses, visitors and the area as a whole.