A group of hoteliers and service providers in Pembrokeshire have joined forces in a bid to capture a greater share of the lucrative business tourism market.

The newly formed Pembrokeshire Business Tourism Group will focus on promoting the region as a first class destination for conferences and other corporate activity. It will highlight the unique elements of the county, such as its breathtaking natural scenery, warmth of welcome and range of top quality independent hotels that set it apart from other business tourism destinations.

Andy Middleton, chair of the new consortium, explains the thinking behind the new group: “Because Pembrokeshire has so successfully presented itself as a holiday and short breaks destination, it’s easy to see why people might not think of putting it at the top of their list of areas for business based activity. We’re looking to turn that preconception upside down and encourage people to think the same way about choosing a conference destination as they would their holiday.

“We firmly believe that the environment you choose and the quality of venues on offer is so much more important than convenience. Pembrokeshire can offer an inspirational place in which to do business, where you can spend a day working hard but then relax on the beach before dinner. It is this ‘wow’ factor that can make an event memorable, worthwhile and ultimately a success.

“The group was formed to tap into Pembrokeshire’s true potential as a business tourism destination. Rather than having each indigenous business compete against each other, it makes much more sense to form a collaboration and compete, instead, for a larger slice of the national and global conference market.”

A range of businesses are signing up to the consortium including Folly Farm, the Fourcroft Hotel and Heatherton Theme Park in Tenby, St Brides Hotel in Saundersfoot, Pembrokeshire College and the Masonic Hall in Milford. Andy Middleton’s own activity centre and hotel, Twr-y-Felin in St David’s, is also involved. As part of their activities to promote themselves, the group aims to run taster events for agents as well as to brief professionals who already use Pembrokeshire as a leisure destination.

Andy Middleton continues: “People who have been to Pembrokeshire once are likely to return. We have a loyal customer base, about 65 per cent of whom are directors and business professionals from the ABC socio-economic bracket. We will make sure that every single visitor gets to hear about the business conference facilities available.”

Pembrokeshire has much to can offer the business tourism market, including :

The Visit Wales is backing the initiative. Pat Crimp, head of marketing and commercial operations at WTB, said: “We are fully supportive of the aims of the Pembrokeshire Business Tourism Group. Currently, business tourism only accounts for 11 per cent of all tourist trips to Wales and 17 per cent of spending. There is therefore huge potential for growth in this sector – and the group is grasping the opportunity with both hands.”

The importance of business tourism to Wales’s economy should not be underestimated. It is the highest growing and highest yielding component of overall tourism. It is resilient, sustainable, non-seasonal and creates quality employment opportunities. Business travellers spend three times more than leisure visitors and research has shown that 40 per cent of business visitors return to a destination on a leisure visit.

Karen Williams, TIC Visitor and Attractions Manager, from Pembrokeshire County Council, has been instrumental in helping the group get off the ground. She said: “The Pembrokeshire Business Tourism Group has shown great determination to work together to succeed in attracting business tourism to the area.”