Business

Pembrokeshire Council rules out ‘toxic tourism tax’ – for now

Published

2 months ago

April 2, 2025

VISITORS to Pembrokeshire will not face a new overnight tourism tax—at least not during the current county council administration.

***Promise: Cllr Paul Miller (Image PCC)***

As the Welsh Government’s controversial Visitor Accommodation (Register and Levy) (Wales) Bill passed its first stage in the Senedd this week, Pembrokeshire County Council has moved quickly to reassure local businesses that it has no plans to introduce the charge locally.

In a statement issued on Tuesday (Apr 1), Cllr Paul Miller, Deputy Leader and Cabinet Member for Place, the Region and Climate Change, said:
“We acknowledge it’s important to recognise there’s balance to be struck between supporting the industry and dealing with some of the challenges associated with peaks in season. Therefore, I’m confirming it’s not our intention to take forward the option of a visitor levy in Pembrokeshire during this administration.”

His comments will come as a relief to the county’s hospitality sector, which has expressed growing concern about the impact of a new per-night charge on tourists. Under the Welsh Government’s plans, local councils would be able to impose a charge of at least £1.25 per person, per night for hotel stays, or 75p for campsites and hostels.

Although the charge would be optional, businesses feared that pressure to raise local revenue could lead to its adoption across Wales—deterring visitors and adding to the already high cost of domestic holidays.

Council backs tourism, acknowledges challenges
Cllr Miller stressed the importance of the sector to the local economy, saying:
“We provide a fantastic tourism offer here in Pembrokeshire and it is an important part of the county’s economy.

“In addition to jobs, this administration’s approach is also about the year-round facilities and attractions that benefit local people too. We recognise the tourism landscape has experienced significant change, be that second homes legislation, tax changes and we’re aiming to provide some certainty to the industry.”

He added that like many in the sector, he was “looking forward to a great summer season” in Pembrokeshire.

‘Toxic tax’ under fire in Senedd

The announcement from County Hall came as the Welsh Conservatives renewed their calls to scrap the proposed legislation, branding it a “toxic tourism tax”.

Sam Rowlands MS, Welsh Conservative Shadow Cabinet Secretary for Finance, said the levy would “hit the poorest families the hardest” and was being introduced at a time when energy, water, and council tax bills were already rising.

Welsh Conservative leader Darren Millar MS accused the Labour-run Welsh Government of “hiding from scrutiny” and said: “Welsh Labour has chosen to add to rising costs for families by creating a toxic tourism tax on domestic holidays. Welsh Conservatives are clear: to fix Wales, we must axe the tax.”

The Bill will now progress to further scrutiny stages in the Senedd, with more votes due later this year.

While councils like Pembrokeshire will retain the power to decide whether to adopt the levy or not, the legislation could still reshape how tourism is funded and managed across Wales in the years to come.

Responding to Pembrokeshire County Council’s decision not to implement a Visitor Levy, local Senedd Member Paul Davies said:

“Pembrokeshire County Council has made the right decision not to take forward a visitor levy. The sector has had a bruising few years and the cumulative impact of several policies and changes has heaped pressure on tourism businesses across the county.

“Tourism is a huge part of the Pembrokeshire economy. Many local people work in the industry or know someone who does. Protecting the sustainability of the sector for years to come is key and I believe operators across Pembrokeshire will breathe a sigh of relief at the Council’s decision not to implement this levy. “

“Nevertheless, this doesn’t stop future Councils implementing this damaging policy. I will continue to oppose the Visitor Levy at the Senedd and stand up for tourism businesses across Pembrokeshire.”

Business

The Imperial Hotel reopens after stunning refurbishment

Published

9 hours ago

May 24, 2025

Tom Sinclair

Tenby’s iconic seaside hotel restored to its former glory

THE IMPERIAL HOTEL in Tenby has reopened following a major refurbishment, restoring one of Wales’ best-loved coastal landmarks to its former splendour.

Now under the ownership of Crest Hotels Group, the Grade II-listed building has undergone a comprehensive transformation blending 19th-century heritage with contemporary luxury. With its position overlooking South Beach, the revamped hotel boasts redesigned rooms, a stylish new lounge, and the launch of a modern dining experience, Essence, offering sweeping views across Carmarthen Bay.

Crest Hotels acquired the property in 2024 and have since delivered what they describe as a “sensitive but ambitious” restoration. Every element of the upgrade respects the historic character of the building, while bringing it in line with today’s expectations for comfort and quality.

Tracy Webb, General Manager at the Imperial Hotel, said: “Crest Hotels has given this hotel what it deserves. The refurbishment is beautiful and will have a hugely positive impact on Tenby. With the new spa and gym opening next year, it will bring something a bit different to the town.”

All guest rooms have been redecorated in sea-inspired tones of blue and green, and now feature high-end fittings including Hansgrohe power showers, luxurious Sleepeezee beds, air conditioning, and high-speed internet. Substantial improvements have also been made to the bar, restaurant, and the hotel’s iconic seafront façade.

The new restaurant, Essence, champions Welsh produce and caters for both residents and visitors. The menu includes everything from small plates to three-course meals, with local ales, craft beers, and bespoke cocktails. The hotel is also dog-friendly, providing canine guests with dog biscuits while their owners enjoy complimentary Welsh cakes.

Tracy added: “The aim is for the Imperial to be as busy in winter as it is in summer. Tenby is such a special place — it means holidays, happiness, sunshine. South Beach has always been my favourite since childhood, so to work here with that view every day is amazing.”

Jason Hiley, Managing Director of Crest Hotels, said: “We want to reclaim the Imperial as the place to go in Tenby — a hotel that locals and visitors alike are proud of. It needed some tender loving care, and we’ve brought back the style and elegance it always deserved.”

Tenby remains one of Wales’ most popular holiday destinations, known for its colourful harbours, golden beaches, and rugged coastal walks. The Imperial Hotel offers a prime base for exploring the wider Pembrokeshire coast, including landmarks such as Carew Castle, Caldey Island, St David’s Cathedral, and the National Botanic Garden of Wales.

For more information or to book a stay, visit: www.imperialhoteltenby.co.uk

Business

Gigabit-capable broadband coverage continues to rise in Pembrokeshire

Published

2 days ago

May 23, 2025

Tom Sinclair

THE ROLLOUT of gigabit-capable broadband in Pembrokeshire is progressing at an impressive pace, supported by the Swansea Bay City Deal’s Digital Infrastructure Programme. Recent data highlights significant year-on-year growth in broadband coverage, reflecting the success of this initiative and its role in enhancing digital connectivity across the region.

Coverage in the county has grown substantially. At the end of March 2021, only 7.6% of Pembrokeshire residents and businesses had access to gigabit-capable broadband. By the end of March 2024, this figure had reached 48.2%, and as of March 2025, it has risen again to 65.1%, demonstrating the program’s momentum (Source: ThinkBroadband).

The rollout has been bolstered by successful projects funded through the UK government’s Gigabit Broadband Voucher Scheme, ensuring that residents and businesses in more remote areas can access high-speed internet.

Key to the success of the rollout in Pembrokeshire has been the collaboration of two Digital Champions, who have worked closely with Pembrokeshire County Council (PCC). These partnerships have been instrumental in scheduling civil engineering works around the county’s bustling tourist economy and existing infrastructure projects, reducing disruption to residents and businesses.

Additionally, a wide range of suppliers are actively contributing to the project. Companies like Openreach, Ogi, Voneus, and the local business Dragon WiFi have all played vital roles in expanding broadband access across the county.

To further boost coverage, Openreach is delivering a £289 million contract as part of the UK government’s Project Gigabit. This initiative will connect around 131,000 homes and businesses in some of the most remote areas of South Wales to reliable, high-speed broadband.

The benefits of this expanded connectivity are significant, from better access to online services and improved opportunities for remote work and education, to supporting Pembrokeshire’s growing local economy.

Cllr Paul Miller commented, “The progress we’re seeing is a result of strong teamwork between the council, our partners, and the local community. We are committed to ensuring that everyone in Pembrokeshire benefits from fast, reliable internet access.”

Cllr Rob Stewart, Leader of Swansea Council and Chair of the Swansea Bay City Deal Joint Committee, said: “Year-on-year increases in gigabit-capable broadband coverage in Pembrokeshire are a tremendous achievement. This collaboration plays a crucial role in boosting the local economy, opening up opportunities, and ensuring that everyone, whether they live, work, or visit here, can benefit from better connectivity.”

Business

Thai massage clinic opens bringing authentic therapy to Milford Haven

Published

2 days ago

May 22, 2025

Tom Sinclair

A NEW traditional Thai massage clinic has opened in Milford Haven, offering specialist treatments for chronic pain, mobility issues, and stress relief — with a strong focus on therapeutic results.

Cosmic Thai Massage, based at 7 Pill Road, is run by Lisa, a qualified therapist originally from Chiang Rai in Northern Thailand. Having lived in the UK for over a decade, Lisa has recently opened the business during her second week of trading and is already earning praise from early clients for her warm manner and clinical skill.

A single mother raising her young daughter, who attends a local primary school, Lisa has invested everything into launching her new venture. She is fully certified in medical massage by the Thai Ministry of Public Health, meaning she is trained not only in traditional Thai and oil massage, but also in treatments for conditions such as lymphoedema, back and neck pain, and muscular inflammation.

One recent visitor said the treatment helped with both lymphoedema and ankylosing spondylitis, noting that while parts of the session were painful due to the nature of the condition, “Lisa treated me with care, professionalism, and real compassion throughout.”

The business operates in a newly refurbished premises with a peaceful and hygienic environment. Clients are required to sign a medical consent form, and treatments are tailored to individual health conditions, with Lisa taking time to understand each client’s needs.

Services offered include:

Traditional Thai massage
Thai oil massage
Deep tissue therapy
Circulatory and lymphatic drainage
Pain relief and mobility support for medical conditions

With many local residents struggling with access to NHS physiotherapy and long-term pain management options, businesses like Cosmic Thai Massage are filling a valuable gap in complementary healthcare.

Lisa told The Herald: “I want to help people feel better and bring Thai healing to Milford Haven. I’ve worked hard to make this space welcoming, and I’m so grateful for the support from the local community.”

Appointments can be booked online via:
👉 Fresha – Cosmic Thai Massage