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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

Bowls club in battle with council over signs put up without permission

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A PEMBROKESHIRE town’s bowls club has called on planners to let it keep advertising signs for local businesses erected without permission, which help support its operations.

In an application to Pembrokeshire County Council, Fishguard & Goodwick Bowls Club, Wern Road, Goodwick seeks retrospective permission for up to 36 signs on land close to the town’s Pheonix Centre.

The signs had been in place for some 18 months, being removed ahead of a formal planning application.

A supporting statement accompanying the application says: “This application seeks retrospective consent for the display of up to 36 non-illuminated, single-sided advertisement panels mounted to an existing timber boundary fence.

It said the advertisements are modest in scale, facing an existing large car park rather than nearby residential properties and does not project over any public highway or footpath.

It added: “The advertisement signs have been temporarily removed while planning permission is sought. The advertisements and fence had been in place for approximately 18 months prior to their temporary removal, during which time no complaints were received.

“The total number of advertisements has been consciously limited, and not all fence bays display signage, ensuring that the proposal does not result in harm to visual amenity or public safety.

“The income generated from the advertisements provides an important source of revenue for the Fishguard and Goodwick Bowls Club, supporting the ongoing operation and maintenance of local community sporting facilities.

“The advertising panels also offer local businesses an affordable and accessible means of promotion within the community.”

The application will be considered by county planners at a later date.

 

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Business

Tenby sandwich shop owner Ruby’s celebrates planning victory

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A SANDWICH shop owner who successfully challenged a national park refusal of plans for a takeaway food kiosk in Tenby’s seaside harbour, has spoken of her excitement at now being able to move forward.

At the March 2025 development management committee, Ruby Goodrick was refused permission from Pembrokeshire Coast National Park planners to turn the old RNLI lifeboat store, Penniless Cove, Tenby Harbour, into a takeaway cold food outlet, open 10am-10pm seven days a week.

The application came before committee members rather than an officer decision as Tenby Town Council objected, and was recommended for approval despite being a departure from the adopted development plan.

Since then, Ruby lodged a successful appeal with Planning and Environment Decisions Wales (PEDW), the Inspector’s report, granting permission, focussing on “whether the development would be an appropriate use within this location, the impact on the character and appearance of the area, and whether it would affect Tenby Conservation Area”.

It said that, although the site was just outside the town centre “I consider that a small scale cold food takeaway outlet in this location would not undermine the town centre of Tenby or its retail function and would not have any impact on its future viability and vitality,” adding: “To the contrary, the development would complement the role of the town centre by contributing to having a mix of uses within this edge of centre location, which is encouraged within Future Wales.”

Following her successful appeal, Ruby, who relatively recently reopened her mum’s old sandwich shop in the town’s South Parade said: “It’s been a long journey over the past three years, with plenty of ups and downs, so I’m really pleased and relieved that the appeal was successful in the end.

“As someone who is local to Tenby, it means so much to me to have reopened my mum’s old sandwich shop, Trulys Sandwich Shop, on South Parade seven months ago. To now have the opportunity to open another shop at Tenby Harbour is something I’m incredibly proud of.

“I’d like to say a big thank you to everyone who has sent messages of support and encouragement along the way — it’s meant a lot to me and my family.

“I’m really excited to move forward with the new takeaway at Tenby Harbour and look forward to serving both locals and visitors and bringing something new to the harbour.”

 

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Business

Pembrokeshire’s Nia shortlisted for Women in Insurance Awards

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THREE members of staff at FUW Insurance Services have been shortlisted for the prestigious Women in Insurance Awards 2026.

Among them is Pembrokeshire’s Nia Evans, who has been named as a finalist in the Young Insurance Woman of the Year category for small to medium firms.

The awards celebrate the achievements of women across the insurance industry, recognising excellence at all levels and highlighting organisations working to improve diversity and inclusion.

Winners will be announced at a ceremony in London on October 13, 2026.

Nia joined FUW Insurance Services in August 2022 as an account handler and has since gained experience across several portfolios, including Gwent, Glamorgan and Pembrokeshire.

She has completed her Cert CII qualification and was selected as part of the first cohort at the FUW Insurance Services Academy in 2025.

Her nomination recognises her strong professional development, growing expertise and early impact within the business.

Meleri James has also been shortlisted for Claims Professional of the Year. She joined FUW Insurance Services in 2021 as an insurance claims handler before becoming Deputy Claims Manager in 2023.

A Dip CII Level 4 qualified professional, she was appointed Claims Manager in autumn 2025.

Karen Royles has been shortlisted for Insurance Woman of the Year in the small to medium firms category.

She joined the company in November 2015 on a six-month maternity cover contract and has since progressed through roles including Administration Manager and Group Operations Manager.

In 2025, she became the company’s first female director when she was appointed Operations Director.

FUW Insurance Services Ltd Chair, Ann Beynon OBE said: “On behalf of everyone at FUW Insurance Services, we’re thrilled that Nia, Meleri, and Karen have been recognised in the prestigious Women in Insurance Awards.

“Their nominations reflect not only their talent and hard work, but also the progress we’ve made as a business in supporting and developing our female staff within the business.

“The awards are an important way to celebrate the achievements of women in our industry and to promote diversity and inclusion.

“We are proud to support that, and even prouder to see our colleagues being recognised in this way. We wish them the very best of luck.”

 

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