WILLIAM McNAMARA, Chief Executive of Bluestone National Park Resort, has expressed concerns over the Welsh government’s proposed tourism tax, warning it could make Wales a less attractive destination for families and visitors.

Speaking about the plans, which include a £1.25 overnight charge for guests at hotels, B&Bs, and self-catered accommodation, McNamara highlighted the potential risks to Wales’ competitiveness in the UK market.

“Wales risks becoming less attractive to visitors, especially families, who may view this as an additional cost in an already competitive UK market – particularly as this levy is not being introduced in England,” he said.

McNamara also questioned the flexibility given to councils to raise charges in the future, calling it “an element of uncertainty that must be carefully managed.”

Bluestone, a 5-star luxury holiday resort in Pembrokeshire, is known for promoting sustainable tourism and celebrating Wales’ heritage and natural beauty. While McNamara acknowledged the need to invest in local infrastructure, he stressed that any levy must be implemented thoughtfully.

“It is crucial that this levy is implemented thoughtfully and transparently to support both visitors and businesses – especially for those already navigating economic challenges,” he said.

The tourism sector, often referred to as the backbone of rural communities, plays a vital role in areas like Pembrokeshire. McNamara emphasised the importance of reinvestment but warned the success of the tax would hinge on clear accountability for how funds are spent.

“Reinvestment in rural areas can undoubtedly bring benefits. However, the success of this levy will depend on clear accountability for how funds are used and a commitment to ensuring Wales remains a welcoming and competitive destination for all,” he said.

Meanwhile The Wales Tourism Alliance said that the tourism and hospitality industry contributes billions of pounds annually to the Welsh economy and employs over 11% of the working population and the Wales Tourism Alliance does not believe that a Visitor Levy is the right solution for Wales.  

The added that since it became clear that a Visitor Levy is a preferred policy for the Welsh Government they have put a huge amount of work in to ensure that any proposals would both recognise the importance of tourism to Wales and be fit for purpose.  

In a statement released on Monday (Nov 25) they said: “We are disappointed that a number of the key points on which we felt we had reached an understanding with the Welsh Government have not been adequately reflected in the proposed policy.  

“In particular we feel that the Welsh Government has missed a key opportunity to establish a registration scheme for self-catering accommodation that would have incorporated key health and safety criteria and assured visitors that their accommodation meets basic assurance standards.

“What has been proposed will instead increase the costs for tourism and hospitality businesses, which will be passed on to our visitors, without any perceived “added value”.  

“We are also disappointed that there is no clear commitment that the funding raised by the levy will be dedicated to improving the visitor experience in Wales.  We had emphasised the need for tourism and hospitality businesses and representative bodies to be involved with the decision making process on how the levy would be spent, but see no commitment to this.

“This was the Welsh Government’s opportunity to deliver a gold standard in tourism and accommodation – setting Wales apart from the rest of the UK.  Instead it has merely made Wales more expensive without any perceived added-value for our visitors.”

The proposed visitor levy, outlined in draft legislation, would see councils given discretion to implement the tax. It is expected to raise £33 million annually to fund services in tourism hotspots. However, industry leaders and opposition parties have criticised the plan, warning it could deter visitors and place additional strain on businesses.

Welsh Finance Secretary Mark Drakeford has defended the levy, calling it “fair” for visitors to contribute to the facilities and infrastructure they use.

Whether the tourism tax enhances or hinders Wales’ appeal as a top destination remains a topic of heated debate among businesses, councils, and visitors alike.

A PLANNING application has been submitted for the transformation of The Original Factory Shop building on Charles Street, Milford Haven, into a state-of-the-art fitness and well-being centre.

The proposal, put forward by Inner Tiger Fitness, aims to offer a range of facilities, including areas for yoga and fitness classes, a protein bar, sunbeds, and a fitness-focused retail space.

Samantha and Darren Winn, co-founders of Inner Tiger Fitness and lifelong residents of Pembrokeshire, see this project as a chance to breathe new life into the town centre while addressing the growing demand for health and fitness services in the community.

Focus on community and well-being

In a public statement, the applicants emphasised their vision of creating more than just a gym. Samantha Winn explained: “We don’t class ourselves as a gym, but as a centre for health, fitness, and care. We aim to build a friendly, non-judgmental space where people of all ages and abilities can improve their physical and mental well-being.”

The facility will provide a range of offerings designed to appeal to both seasoned fitness enthusiasts and beginners, including modern gym equipment, group training areas, and classes such as Pilates and yoga. There will also be a dedicated space for those nervous or hesitant to use the main gym floor. Samantha and Darren Winn hope to foster a welcoming environment where individuals can connect, socialise, and embark on their fitness journeys with confidence.

The protein bar, a key feature of the new facility, will serve pre- and post-workout drinks and snacks, such as healthy smoothies and protein shakes. The owners were keen to clarify that this would not be a café in the traditional sense. “We will not be serving teas, coffees, cakes, or sandwiches,” they stated, countering concerns about competition with other local establishments.

Addressing high street challenges

The building on Charles Street has been on the market for a year, with no other substantial interest shown in its lease. The applicants argued that their proposal offers a solution to the decline of retail in town centres, a trend seen across the country. “Retail is dying on the high street. Town centres must adapt and evolve, or they risk becoming derelict,” they said. “We believe a busy, thriving facility like ours will attract more people to Milford Haven and benefit surrounding businesses.”

They also noted that no exterior changes to the property are planned, apart from essential maintenance and improvements. With peak hours expected to fall outside traditional retail times, they reassured residents that parking would remain adequate, with spaces available in nearby authority-run car parks.

Creating opportunities for Pembrokeshire

Inner Tiger Fitness plans to operate as a family-run business initially, with Samantha and Darren at the helm. As the facility grows, they aim to create both full- and part-time jobs, including roles for coaches, retail assistants, and receptionists. They also hope to establish career paths for young adults in the fitness industry by supporting apprentice trainers and helping them gain the qualifications needed to succeed in their careers.

“Our goal is to make a meaningful investment in Pembrokeshire, not just financially but also socially,” said the couple. “We care deeply about creating opportunities for local people and providing a space that helps everyone feel healthier and happier.”

Responding to public feedback

The proposal has generated mixed reactions on social media, but Inner Tiger Fitness has welcomed the discussion, encouraging residents to share their opinions via the planning consultation process. In a Facebook post, they addressed concerns raised by some members of the community, particularly regarding the future of the current tenant, The Original Factory Shop.

“We are not responsible for any decisions made by the Factory Shop or its internal communications with staff,” the post read. “The building has been on the market for over a year. If retail businesses were thriving, the property would not have been available. Our vision is to bring this space back to life and offer something unique that meets the needs of the community.”

Inner Tiger Fitness also clarified that their facility would not compete directly with existing gyms or leisure centres, such as the Meads. “The Meads offers a range of facilities that we do not, such as swimming, tennis, and squash. Our focus is entirely different. We are building something new and innovative,” they said.

Looking ahead

If the planning application is approved, the facility could open as early as 2025. Samantha and Darren Winn remain optimistic about the project’s potential to make a positive impact on Milford Haven. “We would rather try and fail than never try at all,” they said. “We want to create a space where people can improve their fitness, build friendships, and feel part of a supportive community.”

Residents are invited to view the plans and submit their feedback online. Samantha and Darren concluded: “For those who support us, we are truly grateful. For those with reservations, we hope to change your mind. Our vision is about more than just financial gain—it’s about building something meaningful for Pembrokeshire.”

The Original Factory Shop recently announced it was closing its Haverfordwest Branch, but it was widely assumed that the Milford Haven shop was going to remain open, despite speculation earlier this year that it was to shut down.

It has been reported that The Original Factory Shop is struggling financially, with several restructures having recently taken place in an attempt to keep the firm solvent.

A NEW brunch spot has opened its doors in St Davids, promising a delicious twist on classic dishes in a welcoming and vibrant setting.

The Brunch House, a passion project by hospitality duo Hannah Bowie and Adam Sawyer, opened at Oriel Y Parc Visitor Centre on Saturday (Nov 16), drawing over 250 visitors on its first day.

With more than two decades of combined industry experience, Hannah and Adam have transformed the space through extensive renovations, creating an inviting environment for locals and visitors alike.

Hannah, who previously ran 35 Main Street in Solva, shared her excitement: “Brunch is my favourite meal of the day, and bringing The Brunch House to life has been a dream come true. We’re thrilled to offer something fresh and unique to St Davids.”

The menu features an inspired blend of Middle Eastern flavours from Hannah’s heritage alongside brunch staples like the Full Welsh and Pancake Stack. Standout dishes, such as chicken and waffles drizzled with house-made hot maple sauce, have already earned rave reviews.

Ben Richardson, one of the first customers, said: “The chicken and waffles were absolutely delicious. We’re already planning our next visit.”

The eatery’s warm atmosphere and quality cuisine have struck a chord with the community. Bethany Ellison, a local customer, remarked: “What Hannah and Adam have created here is phenomenal. The ambience, combined with the exceptional food, makes this place truly special. I wish them every success.”

Adam added: “We’ve worked hard to make The Brunch House our own, and the support from locals and holidaymakers has been incredible. It’s been amazing to see so many people walk through our doors already.”

The Brunch House is open daily from 9:30am to 4:00pm, with food served until 3:00pm.

Pictured above – Brunch with a twist: The Brunch House in St Davids run by Adam Sawyer and Hannah Bowie is the newest spot to enjoy freshly made dishes