THE future of the South Quay and tourism in Pembroke was announced at an event at Pembroke Castle last week.

The event was held by a newly revitalised Chamber of Trade, to announce their initiative Visit Pembroke, as a way to promote the town, its businesses and attractions.

At the launch event, called Visit Pembroke; Birthplace of a Dynasty, the Welsh Government and Pembrokeshire County Council also made a commitment to the redevelopment of the South Quay.

Stephen Thornton, chairman of the Chamber of Trade said: "Regeneration of Pembroke is not just important for the people of Pembrokeshire, but for the people of Wales.

"We're looking to connect the people of Pembrokeshire and Wales with their history again."

Mr Thornton said that the South Quay development would be mixed-use, including food, retail and tourism.

The county council has committed £1 million to the redevelopment and up to a further £3 million has been set aside through the Welsh Government's Targeted Regeneration Investment Programme, providing a total of £4 million in funding for the site.

Part of the commitment was to the development of a new Henry Tudor visitors centre in Pembroke, subject to a final business case and agreement with local stakeholders.

A feasibility study carried out on a Tudor visitors centre showed that the Tudor brand had international appeal, but to be sustainable the centre must be "perfectly located" because Pembroke has a small residential market but a large leisure tourism one.

Chris Melia, who works for Amion, the consultancy firm who carried out the feasibility study, said that they tried to look at what people would want to see in the future, with young people prioritising experiences over material things.

She added that the South Quay site was "one absolute stand out candidate" for where the centre should be located.

"This site is clearly the obvious choice," she said.

"The clear proximity with the castle, the birthplace of Henry VII, is absolutely key."

Paul Miller, the Authority's Cabinet Member for Economy, Tourism, Leisure and Culture, pledged his personal commitment to transforming the area.

Councillor Paul Miller said: "The redevelopment and improvement of this part of Pembroke is crucial for the regeneration of the town.

"I've been clear since my appointment to Cabinet that we will no longer be playing at economic development without either the political commitment or the resource to make a real difference to our communities.

"Instead we are going to commit and deliver."

The event also saw the launch of the Visit Pembroke brand, based on a Tudor Rose.

Jonathan Grimes from Just Great Design was commissioned to design a brand that would work for the whole town.

"The brief was to promote the town of Pembroke, to reinvigorate tourism, to attract and promote business interests and to raise the profile of the town.

"We wanted to make an instantly recognisable brand, one that shows off Pembroke's world-class heritage status."

Dafydd Elis-Thomas, minister for Culture and Tourism spoke at the event, highlighting the Welsh Government's commitment to the development.

"Pembroke is already an important tourist destination," he said

"We have some £5 million visitor economy in Pembrokeshire already, but what we have been discussing today is how we can use the history of Pembroke and in particular the history of Henry VII to promote tourism even further."