Tenby's holiday trade received a welcome shot in the arm this week, with news that its application for Regional Tourism Growth Area status has been successful, which could result in up to £1m of WTB capital funds being invested in the area over the next six years.
This investment signals WTB's commitment to long-term development and planning of tourism aimed at improving Wales' competitive position in the marketplace.
Also announced this week were successful applications for Caernarfon (£1m), Tywi Valley (£1m) and Wrexham and the Dee Valley (including Llangollen) (£1.5m) in the regional category, Betws-y-Coed and Wye Valley and Vale of Usk in the rural category (£0.5m each) and Afan Argoed in the Special Interest category (£0.5m).
The funds will be made available to Tenby over the next six years subject to the completion of a satisfactory action plan and WTB will also fund a locally based project manager to take the programme forward.
The aim outlined in the proposals is to reinvest and reposition Tenby to be more relevant to today's market.
The vision is to create an upward spiral where the future visitor will relish the area's built heritage and natural environment as a backdrop to the quality visitor experience, meeting their every expectation and aspiration.
Specific projects include improving facilities for water-based activities, traffic management, providing quality facilities for business visitors and a programme of events/festivals and evening entertainment.
Jonathan Jones, WTB chief executive, said: "This marks a major step forward in our aim of improving Wales' competitive position and in the implementation of Achieving Our Potential, the national tourism strategy for Wales.
"The key feature of all these programmes is the introduction of integrated quality management to progressively improve the visitor's experience while securing benefits for the local communities involved.
"The proposals for Tenby are forward-thinking and exciting and we look forward to working with the community and local authority towards their fruition."