As the 'Detour Destination' trend takes off, Pembrokeshire is emerging as a must-visit alternative to Cornwall.
In 2025, with more travellers seeking peaceful escapes, Pembrokeshire is becoming a top choice.
The area offers a range of attractions, from stunning beaches to exciting outdoor activities, all without the usual tourist crush.
This shift comes as Oakwood Theme Park, a traditional favourite, closed its doors last week.
Now, more visitors are favouring experience-led adventures over theme parks.
Expedia's 'Unpack-25 – The Trends in Travel' report highlights that 63 per cent of consumers are likely to choose a 'Detour Destination' for their next trip.
These travellers are seeking out lesser-known, less crowded places.
Mintel data further supports this trend, showing that 86 per cent of UK staycationers in 2025 are looking for peaceful, crowd-free destinations.
Meanwhile, Cornwall, traditionally the UK's number one holiday hotspot, has seen visitor numbers fall to a 10-year low, with holidaymakers being driven away by costs and overcrowding.
Pembrokeshire has plenty to offer, from its beautiful coastline and beaches, part of Pembrokeshire Coast National Park, to outdoor adventures like surfing, coasteering, kayaking, and hiking along Wales' Coastal Path.
The area also provides opportunities to spot puffins on Skomer Island, as well as dolphins and seals along the coast.
For families, Bluestone National Park Resort, a five-star holiday destination, is in the heart of the national park.
With UK domestic travel on the rise, Pembrokeshire is quickly becoming the go-to alternative to Cornwall and Devon.
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