Preseli Pembrokeshire AM Paul Davies says that the fall in the number of tourists visiting Wales is grim news for the county.
The number of holidaymakers visiting the country has fallen by more than 1.2 million in the last three years.
Figures obtained by the Welsh Conservatives reveal that between 2006 and 2008 visitor numbers dropped from 10.75mn to 9.56mn; a fall of 11 per cent.
The fall covers tourists from both the UK and overseas.
"I find this drop of great concern because Pembrokeshire is one of Wales's busiest tourist destinations," said Mr Davies.
"I am worried that it reveals that the Assembly Government is failing to market Wales properly at home or abroad.
"We were told that more people would be holidaying at home in the past couple of years as the pound has been so weak but Wales has clearly not cashed in on this trend."
The Welsh Assembly Government abolished the Welsh Tourist Board in 2006 and took ultimate responsibility for the marketing of Wales as a tourist destination.
"But the figures clearly show a drop year on year in the overall number of visitors coming to Wales since 2006 – something which I don't think is a coincidence," added Mr Davies.
"We need to do more to market Wales as a place to visit and to capitalise on the weakness of the pound, particularly in the short break market which is the backbone of the industry in Wales ."
