MILFORD HAVEN and Pembroke Dock have been named among the top five towns in Wales for sex toy purchases per capita, according to new data from adult retailer Lovehoney.

The UK Sex Map 2025, released this week, reveals that Milford Haven ranks third and Pembroke Dock fifth in the all-Wales rankings. They are joined by Tonyrefail (1st), Aberystwyth (2nd), and Aberdare (4th), with Cardiff, Swansea, and Newport failing to make the top five.

The data is based on anonymised online sales figures, adjusted by population, to determine where residents are most enthusiastic about buying adult products.

A spokesperson for Lovehoney said: “We analysed the number of purchases per person to get a true picture of which towns in Wales are most passionate about sexual wellness. Some of the smaller communities are clearly leading the way.”

Locals in Milford Haven and Pembroke Dock met the news with a mix of humour and curiosity. One resident told The Herald: “We might be quiet, but we’ve got our ways of keeping busy behind closed doors.” Another said: “I suppose we have to make our own fun — there’s not much else to do in winter!”

Why Pembrokeshire?
There may be more to it than meets the eye. While some might find the figures surprising, local factors could explain why the two Pembrokeshire towns are so high up the list.

For starters, there are no licensed sex shops in the county. Pembrokeshire County Council has historically steered away from licensing adult premises, which means residents looking to buy sex toys must do so online. With retailers like Lovehoney offering discreet packaging and next-day delivery, it’s an easy and private alternative.

In addition, everyone knows everyone in towns like Milford and the Dock. The idea of shopping locally for something so personal is enough to put most people off — but the anonymity of an online purchase makes it far more appealing.

Perhaps most intriguingly, Pembrokeshire has one of the oldest populations in Wales. Yet rather than shy away from the topic, older residents appear to be embracing sexual wellness.

One retired resident of Pembroke Dock, laughing, told The Herald: “We might be older, but we’re not dead!”

National trend
Lovehoney’s figures also show that interest in adult products spikes during the winter months and around Valentine’s Day, as people look for ways to improve intimacy or practise self-care.

The data comes with some extra quirks — the company’s interactive map also allows users to compare towns by average dildo length, girth, and lube volume sold.

Whatever the reason, it appears Pembrokeshire is anything but prudish.

As one local quipped: “At least it proves we’ve still got a sense of adventure!”

AN APPEAL against a national park refusal of decking at a Pembrokeshire seaside village pub, installed for safety reasons after a child had near miss with a vehicle, has been launched.

Last year, Kath Lunn, of the Hibernia Inn, Angle, sought retrospective planning permission from Pembrokeshire Coast National Park to keep wooden decking installed at the front of the pub that April.

The application was submitted after national park enforcement investigation.

The proposal – in the village’s conservation area – was supported by Angle Community Council, and two letters in support of the scheme, on highway safety grounds, were also received.

Kath Lunn, in her application said the decking was erected following a near miss with a child on the adjoining road earlier this year.

“There has always been bench seating there with umbrellas, but earlier this season there was a very close miss when a diner’s child ran into the road and was almost knocked down. We felt it our duty of care to the customers to make the area safe.

“We considered a brick wall but thought this decking would be more aesthetically pleasing being made of natural wood. We did extend out a little further than we wanted to, to avoid cars parking and causing an obstruction in the roadway as we have experienced this in the past.”

Concerns were raised about the design by the park’s building conservation officer, who said: “The works clearly neither preserve the character or appearance of the conservation area, especially the latter.

“I am aware of the problems facing village pubs and the need to provide improved facilities – and the pub is clearly vital to the community.

“There is potential here for an alternative scheme whereby the front garden is enclosed by a traditional wall and the tables and chairs provided within a nicely landscaped frontage. That would be a gain from the original open tarmac area and hopefully would provide a viable option.”

An officer report for park planners recommended refusal on the grounds of the impact it would have on Angle’s Conservation Area.

It added: “The applicant has stated that the new decking would create a safer area for patrons, due to the front seating area being in close proximity to the highway.  This application has been submitted as a result of investigations being carried out by the authority’s enforcement investigation section.”

While the conservation officer’s alternatives were noted, “the current application is a refusal due to the impact on the Conservation Area,” adding: “It is considered by officers that the retrospective development appears as a bulky adjunct when viewed from the highway and stands out as a discordant element within the village, at odds with the prevailing character and appearance of the street scene and neighbouring listed buildings, which form an important part of the setting.”

A report before the April 9 meeting of the national park’s development management committee, said that initial appeal documentation has been forwarded to Planning and Environment Decisions Wales (PEDW).

The appeal will be considered at a later date.

PEMBROKESHIRE’S Bluestone National Park Resort is set to make history by becoming the UK’s first fossil fuel free luxury family holiday park in 2025.

The resort, located near Narberth, has unveiled ambitious operational plans to eliminate fossil fuels from all aspects of its operations. Bluestone will purchase only renewable electricity through its partnership with Ecotricity – widely recognised as Britain’s greenest energy provider – while replacing traditional fuels with sustainable alternatives. These include bioLPG in place of mains gas, and hydrotreated vegetable oil (HVO) instead of diesel and kerosene. Solar power generated by the resort’s on-site 3.2MW solar park already meets a third of its annual electricity demand.

Bluestone has long demonstrated a commitment to sustainable practices. In 2008, it became one of the first in the world to heat a water park – the Blue Lagoon – entirely without fossil fuels. Since then, the resort has continued to reduce its carbon footprint, and the completion of the solar park in 2024 marked a major milestone on its journey.

The resort’s approach extends beyond its own operations. Two external grounds maintenance contractors working on-site have also now transitioned to using electric machinery and HVO fuels in support of the wider sustainability mission.

In 2024, both Bluestone and Ecotricity received top-three rankings in their sectors by Which?, with Bluestone recognised as one of the UK’s best holiday resorts, and Ecotricity ranked among the leading eco energy providers.

The partnership supports Bluestone’s efforts to eliminate all fossil fuels across its scope one and two emissions – those generated directly by the resort and through purchased energy. The resort is also aiming to become entirely self-sufficient in renewable electricity generation within the next decade.

Marten Lewis, Bluestone’s Sustainability Director, said:
“Bluestone’s partnership with Ecotricity showcases there is another way forward. There’s a genuine synergy between our two companies, shaped by visionary founders who believed in putting people and the planet at the heart of business. In 2004, Bluestone’s founder, William McNamara, began the regenerative tourism movement here in Wales by transforming a 500-acre dairy farm into a pioneering, sustainable resort – a vision laid out in his original green book the same year the UN coined the term ESG.”

Mr Lewis added that Bluestone’s solar park project includes a long-term partnership with Swansea University to monitor biodiversity at the site, with the goal of producing influential academic research over the coming years.

“Bluestone doesn’t aim to have zero impact – we want to have a positive impact with everything we do,” he said.

Ecotricity founder Dale Vince said:
“Big congrats to Bluestone. From ditching intensive farming in favour of regenerative tourism to building a new solar park – this is a holiday park that fits with our values. I’m pleased Bluestone has chosen Ecotricity to provide the balance of green energy they need to go fossil free. We’re looking forward to helping them bring their green ambitions to life.”

More information about Bluestone’s sustainability journey and bookings can be found at: bluestonewales.com