As Bluestone reports its best-ever January bookings for 2025, the National Park Resort’s data highlights Pembrokeshire’s rising popularity as a natural alternative to crowded tourist hotspots.

Recent Mintel data shows that 86 per cent of UK ‘staycationers’ in 2025 are seeking quieter, more peaceful destinations.

William McNamara, CEO of Bluestone, said: “These strong bookings show that more families than ever are choosing Bluestone and West Wales for their UK holiday, and it’s fantastic to see such strong demand at what is traditionally a quieter time of year.

“Pembrokeshire is becoming a real alternative to busier UK holiday hotspots like Devon and Cornwall, offering some of the country’s best beaches, fantastic food and drink, and a wealth of activities for all ages.”