The Pembrokeshire coastline is a major draw to tourists; in 2011 National Geographic Traveller magazine voted the Pembrokeshire Coast the second best in the world and in 2015 the Pembrokeshire Coast National Park was listed among the top five parks in the world by a travel writer for the Huffington Post. Countryfile Magazine readers voted the Pembrokeshire Coast the top UK holiday destination in 2018, and in 2019 Consumers' Association members placed Tenby and St Davids in the top three best value beach destinations in Britain. With few large urban areas, Pembrokeshire is a "dark sky" destination. The many wrecks off the Pembrokeshire coast attract divers.
Tourism supports over 10,000 jobs and the county attracts over 4 million tourists each year, who spend over £550 million per annum.
Pembrokeshire County Show, celebrating 60 years at Haverfordwest Showground in August 2019, is the largest three-day such event in Wales. Showcasing agriculture, food and drink, sport, entertainment and other activities, it attracts around 100,000 visitors.
The county has a number of theme and animal parks (such as Folly Farm Adventure Park and Zoo, Manor House Wildlife Park, Blue Lagoon Water Park and Oakwood Theme Park), museums and other visitor attractions including Castell Henllys reconstructed Iron Age fort, Tenby Lifeboat Station and Milford Haven's Torch Theatre. There are 21 marked cycle trails around the county and Pembrokeshire is home to many medieval castles.