Emma Thornton, Chief Executive of Visit Pembrokeshire tells us how important the Torch is to tourism here in Pembrokeshire …

As one of only three building based producing Theatres in Wales the Torch Theatre is truly a jewel in Pembrokeshire’s crown.

With over 2,000 events across the year, the Torch’s artistic programme supports Visit Pembrokeshire’s ambition to build Pembrokeshire’s reputation as an all-year-round destination. It nurtures and celebrates creativity in its broadest sense and its diverse programme from drama, comedy, live music, ballet, dance, family shows, live broadcasts, opera, and new work, as well as film screenings means it is genuinely accessible and welcoming to all. We know that arts and culture are an important motivation for visitors as they play a significant role in delivering immersive authentic experiences and creating sense of place. 

When Visit Pembrokeshire launched in 2020 one of our very first projects was to develop a shared brand for Pembrokeshire that would communicate what makes Pembrokeshire such a special place, and to help us deliver the strategic goals set out in our 2024-28 Destination Management plan (DMP). Our brand proposition is that Pembrokeshire is “Soul food” and that when people visit, they leave seeing life that little bit differently. We believe that the Torch theatre embodies “Soul food” so is very much on brand! It is worthy of note that a significant part of the visitor economy is made up by visiting friends and family who will no doubt make up part of the 100, 000 visitors to the Torch each year.

Visit Pembrokeshire hosted one of our recent business Networking events at the Torch Theatre and everyone was so welcoming and supportive at every stage from the initial welcome on arrival, the tech/ event support and the catering provided by Café Torch. It was also wonderful as part of the event for our attendees to hear from Chesley Gillard, Artistic Director about all the fantastic work that the Theatre engages in and to get a tour behind the scenes. 

The Torch supports several strategic goals within our Destination Management Plan which is a shared plan delivered in partnership with the aim of growing tourism sustainable for the benefit of all, and our wider mission to become a global leader in regenerative tourism. In simple terms regenerative tourism is about working to ensure that the tourism we develop delivers a net positive to the quality of life for those that live and work in Pembrokeshire. 

The diversity in the Torch’s programme with the “My Moves” Disability movement groups and the Dementia Friendly “Movies and Memories” screenings build on our 2024 “Open to All project” and our ambition to develop Pembrokeshire as a world class inclusive and accessible destination.

We love the Sunset cinema programme and the way this throws the spotlight on some of Pembrokeshire’s iconic and lesser-known locations. As well as developing Pembrokeshire as an all-year-round destination and not somewhere to only visit during the summer months, we are keen to encourage visitors to explore the wider geography of the county and in doing so spread the benefits of our vibrant visitor economy more widely. Initiatives like the Sunset Cinema are an innovative way of helping us to do this. 

With all of this alongside its Youth Theatre, education, and volunteer programme, it is clear that The Torch is a community hub in the heart of our county. We should feel extremely proud and privileged that Pembrokeshire is its home. 

Further information on Visit Pembrokeshire

Visit Pembrokeshire is the official Destination Management Organisation (DMO) for Pembrokeshire. It is a business led public private sector partnership providing tourism leadership and advocacy, destination marketing, campaign and project delivery, business support and research and intelligence. We also take the lead on coordinating delivery of Pembrokeshire’s 2024-28 Destination Management plan. 

To find out more about Visit Pembrokeshire, visit: https://www.visitpembrokeshire.com