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Bluestone defies UK travel slump as families make Pembrokeshire their main summer getaway

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PEMBROKESHIRE holiday resort Bluestone has defied national travel trends, reporting a record-breaking summer as more families chose Wales for their main holiday instead of travelling abroad.

With the summer season now behind us, Bluestone National Park Resort is celebrating its strongest figures yet for week-long stays, signalling a major shift in British holiday habits — and a boost for Welsh tourism.

Traditionally known as a short-break destination, the Narberth-based resort saw a surge in visitors opting for seven-night or longer holidays, as families prioritised the value, convenience and sustainability of a UK stay over the rising costs and uncertainty of international travel.

In August alone, almost one in three families (32%) stayed for a full week or more, up from 23.5% last year — a 36% increase. Across July and August, Bluestone also recorded its longest average stay in five years, with guests staying 4.6 nights on average compared with the Welsh national average of 3.6 nights in 2024.

The figures stand in stark contrast to the Great British Tourism Survey, which reported a 15% fall in holiday trips to Wales last year, while aviation analysts Cirium noted record-breaking flight numbers from the UK to Europe this summer.

Bluestone’s performance suggests that when families choose Wales, they are staying longer, spending more, and treating Pembrokeshire as their main summer destination.

The resort also attracted visitors from further afield, with notable increases in seven-night bookings from Cumbria (+85%), Essex (+81%) and Derbyshire (+74%) compared with last year — reflecting a growing national appetite for longer, experience-led breaks in Pembrokeshire’s coastal and countryside settings.

Sarah Chapman, Sales and Marketing Director at Bluestone, said:
“Families are rethinking how they holiday. Rising travel costs, unpredictable global events and a desire for sustainability are all driving more people to choose UK destinations for their main summer break – and this year’s fantastic weather only strengthened that trend.

“At Bluestone, we’re seeing guests plan further ahead, with many booking six to twelve months in advance. It’s great to see so many wanting to return to Pembrokeshire year after year.”

Bluestone also retained its title as Wales’ number one holiday park, and third in the UK, in the latest Which? rankings — a position it has now held for four consecutive years.

Set within 500 acres of countryside near Narberth, Bluestone offers more than 400 luxury lodges and cottages and provides a wide range of family activities alongside easy access to the Pembrokeshire Coast National Park.

Business

Capestone Organic Poultry Ltd redevelopment scheme backed

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PLANS by one of the largest independent organic poultry producers in Wales to extend their Pembrokeshire facilities have been given the go-ahead by the national park.

In an application to Pembrokeshire Coast National Park, Walwyn’s Castle-based Capestone Organic Poultry Ltd, through agent Harries Planning and Design Management,sought permission for a new storage shed on site.

A supporting statement said: “Capestone Organic Poultry Ltd is an established farming enterprise (established over 20 years ago) and has grown into a large independent poultry producer, processing between 40 and 50,000 chickens a week.

“A large range of activities associated with the rearing and killing of poultry (chickens and turkeys), the preparation of various products and subsequent dispatch of products occurs within Capestone Farm.

“Capestone Organics has also expanded into the processing of organic beef, lamb, pork, and salmon. The complex comprises a mixture of conventional portal frame sheds and stone buildings throughout the complex, which have been expanded and altered over the years as the business has grown.”

It added: “The proposed storage shed is to be located adjacent to the existing loading bay located to the north of the complex. The proposed shed will be a conventional portal framed structure, with insulated box profile sheet elevations to match existing buildings on site.

“The existing access to the site is to be retained, and there will be no increase in capacity of workers on site. The proposed shed will allow better access to storage, will help to facilitate daily operations and will help the business run more efficiently.”

An officer report recommending approval said Capestone Organic Poultry Ltd is one of the largest independent organic poultry producers in Wales; the proposed building measuring approximately 30 metres in length, 15 metres in width, and six metres to the ridge, providing a total floor area of approximately 450 square metres.

It added: “The proposed storage shed at Capeston Farm is considered an appropriate development within the established farm complex. It respects the landscape character [of St Bride’s Bay], preserves nearby heritage assets, and safeguards residential amenity.”

The application was conditionally approved by park officers.

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Business

WestJet announces new direct Cardiff–Toronto route

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First Wales–Canada air link in nearly twenty years – and a major boost after Qatar setback

CARDIFF AIRPORT has announced a significant expansion of its long-haul offering with confirmation that WestJet will launch a new direct service to Toronto next summer.

The non-stop flights, beginning on 23 May 2026, will create the first direct air link between Wales and Canada in nearly two decades.

A major boost after Qatar Airways withdrawal

The announcement comes after a difficult period for the airport, which suffered a major setback when Qatar Airways suspended its Cardiff–Doha service during the pandemic.
The route had operated for only two years and was widely viewed as transformational for Wales, offering global connectivity and prestige. While Qatar Airways has since resumed all of its other UK services, the Cardiff route has never returned — a loss that has been felt across the tourism and business sectors.

WestJet’s decision to select Cardiff as its exclusive airport in Wales and England for 2026 therefore represents a significant vote of confidence and a crucial step in rebuilding long-haul capacity.

Four flights a week

WestJet will run four weekly flights between Cardiff and Toronto Pearson International Airport. Travellers from Wales, the South West and the Midlands will gain a fast, convenient gateway to Canada, with easy onward connections to Vancouver, Calgary, Montreal and other North American destinations.

The new service forms part of the airline’s strategic UK growth plan and marks a key milestone in Cardiff Airport’s post-pandemic recovery. Passenger numbers have been steadily rising towards one million annually, supported by renewed investment and expanding leisure and long-haul options.

Strong support

Jon Bridge, Chief Executive Officer of Cardiff Airport, said the route was “a major step forward” for Wales.
“We’re incredibly proud that WestJet has chosen Cardiff Airport as a new UK destination for summer 2026,” he said.
“This Toronto route is an exciting milestone in our growth and a significant moment in reconnecting Wales with North America. After the loss of the Qatar Airways service during the pandemic, this represents a very welcome boost for our long-haul ambitions.”

Chris White-DeVries, Senior Airport Affairs Manager at WestJet, said the airline saw “huge potential” in Wales.
“Cardiff is a vibrant capital with a proud and rich history. This route will allow Canadian travellers to experience Wales’ incredible coastline and culture, while giving passengers here seamless access to Canada and beyond.”

Economic opportunity

First Minister Eluned Morgan MS welcomed the development, noting that Canada remains an important trade partner.
“This is good news for passengers, businesses and our tourism industries,” she said. “Canada is an export market worth over £300m a year, and this strengthens our reach ahead of the Wales Investment Summit on 1 December.”

Timely launch

The new route arrives just months before Canada co-hosts the FIFA World Cup 2026, offering new opportunities for tourism, business and cultural exchange between Wales and North America.

Toronto’s extensive onward network means long-haul travel from Wales will soon be easier and more accessible than at any point since the Qatar Airways era.

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Business

Goodwick salon celebrates triple win at national awards

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A GOODWICK hair salon is celebrating after scooping three major honours at a national ceremony in London.

Michelle Summers Davies, owner of MD Hair in Goodwick, Pembrokeshire, was named winner of Best Colour Salon, Best Boutique Salon, and Best Customer Service at the Salon Awards – an annual event recognising excellence and innovation across the UK hairdressing industry.

The awards are judged regionally by experienced industry professionals, with entries assessed on technical ability, creativity, client care and the overall salon experience.

Michelle’s salon impressed judges with its high standards, customer focus and consistent delivery of high-quality results.

Speaking after the ceremony, she said: “I am over the moon to receive these awards as they reflect years of passion, hard work, and dedication from our entire team. It’s a true celebration of our craft, our creativity, and our community. Thank you to our clients for supporting us every step of the way – we will continue delivering outstanding experiences for our clients.”

The Goodwick stylist is also a finalist for Wales & South West Hairdresser of the Year at the British Hairdressing Awards, which take place at the Grosvenor House Hotel on Park Lane next week.

Michelle has worked in the industry for more than thirty-five years and has been part of the Matrix UKI artistic team for nineteen years, contributing to national campaigns and salon education across the UK. She has also worked on the hair teams for the National Television Awards and The X Factor.

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