UK-WIDE hospitality company Loungers plc is planning to open a new beachfront venue in Tenby, with the promise of 30 jobs created, in just over two months’ time.

The West Country-based café/bar group gearing up to open Lansio Lounge at Tenby’s South Beach on Wednesday March 25.

Loungers, founded in 2002, runs family-friendly Lounge café bars across the UK – including the Cofio Lounge at the Guildhall, Carmarthen, and the Waldo Lounge at Haverfordwest’s Riverside.

The Loungers build and design team will transform the former Salty’s Beach Bar and Restaurant on Water’s Edge, South Beach in their unmistakable and unique style, Loungers has said.

Loungers added: “A real home from home, Lansio Lounge will cater for all tastes throughout the day with a varied and innovative all-day menu.  Particular attention will be paid to families with a selection of games, books, colouring pencils, and pads on offer.  A full menu, high chairs and baby-changing facilities are also available for Little Loungers.

“With community and neighbourhood at its heart, Lansio Lounge will welcome locals looking for a space for regular catch ups, meetings and events – everything from business networking, book or knitting clubs to parent and baby meets and life drawing classes.”

Ellie Gould, regional community manager, The Lounges, says: “We can’t wait to open the doors of Lansio Lounge in March.  We hope our family friendly environment and top-notch food and drink offering will prove popular with local residents and visitors.

“We’re passionate about integrating genuinely into the communities we serve so we’re looking forward to meeting everyone and to playing our part at the heart of Tenby’s food and drink scene.  Anyone looking for a space to host events or groups should pop in once we are open, we’d love to hear from them and see what we can do to help.”

Late last week, the Loungers plans for the former Salty’s Beach Bar and Restaurant were revealled following an application to Pembrokeshire Coast National Park for Loungers signage at Salty’s, which recently closed.

Tenby Town Council is recommending approval for the signage, but the park’s buildings conservation officer Rob Scourfield is recommending refusal for the proposals, in the town’s conservation area, mainly on the grounds illuminated signage is not generally allowed there.

The signage application will be considered at a later date.

Family-run venue Salty’s Beach Bar and Restaurant announced its closure on social media, confirming that Sunday, January 4 was its final day of trading.

These days, whether it’s a first-time visitor snapping photos by the river or a long-time local searching for something different to do on a Saturday, experiences increasingly run through screens before they ever happen in real life. Flicking through travel apps, scrolling social feeds, reading reviews, most journeys now start with digital guidance. 

The numbers add up: Statista found nearly four out of five travellers rely on online resources before making any firm plans. Rather than leafing through a magazine or chasing word-of-mouth rumours on the street, people discover a new noodle shop, outdoor festival, or even a neighbourhood casino with just a few taps. 

Video tours, influencer stories, rating apps, algorithm-driven “top 10” lists, these tools nudge which places fill up and which get forgotten almost overnight. Street-level exploration and traditional local coverage don’t always compete well with the speed of the digital economy.

How social media redefines destination appeal

One well-shot reel of a lantern-lit alleyway or a rooftop jazz gig can instantly catapult a spot into the city’s canon of “must-sees.” This isn’t just theory, published research connects visual social posts with genuine shifts in how travelers and locals think about where to go and what’s not to miss.

Browse TikTok, watch a trending Instagram Story, or let YouTube’s autoplay wander from hidden cafes to graffiti tours, these aren’t just eye candy but recommendations that mean something. The likelihood someone actually visits climbs each time a location gets mentioned, especially if the video or photo comes with a personal story or glowing review.

It’s a self-reinforcing cycle, the more a place appears online, the more foot traffic it seems to attract. Local businesses, big and small, are starting to notice, many now actively shaping their own accounts, sometimes partnering with content creators to rise above the chatter.

Shifting focus: digital campaigns and local visibility

Instead of just promoting postcard landmarks, tourism offices and city teams have begun actively managing which neighborhoods and venues get attention. These days, an overlooked park can trend if it lands in the right campaign, or a quiet food market can attract national notice through influencer partnerships. 

Some mapping apps highlight off-the-beaten-path walking routes, gently nudging users away from the busiest areas. In parts of Europe, recent digital initiatives put regional cities and lesser-known attractions in the limelight, using interactive features and curated posts. 

As social feeds ebb and flow, city agencies react in near real time, spotlighting new districts if the old favorites become crowded or overwhelmed. Tech analysts suggest these deliberate digital nudges shift not just online talk but where people actually go, broadening what counts as part of the city experience. Often, the freshest local tips show up in a traveler’s feed before they ever appear in the local press.

Traditional media, crowded out or evolving?

Reaching for a phone has replaced flipping through guidebooks. “Official” tips from print journalists now sit beside, sometimes under, swirling waves of crowdsourced rankings and real-time updates. Review sites, maps with live comments, and influencer videos are now default entry points. 

Most travelers, according to recent data, check these platforms before deciding on what to see or where to eat. Destination managers have noticed, investing heavily in digital-first materials. Editorial decisions that once shaped public interest now often come from online momentum; one viral video can outpace months of careful planning. But places that don’t show up online risk being missed entirely, no matter their appeal.

New gatekeepers and the art of digital reputation

Increasingly, online voices, not official guides, chart local reputations. Influencers, vloggers, and everyday content creators can steer public perception with a single post reaching audiences around the world. These creators’ personalities, tone, and perceived honesty now hold real sway. The upshot? Destinations and businesses must quickly adapt, responding to feedback and sometimes even shifts in mood that unfold by the hour online. 

Having good digital “word-of-mouth” makes a difference, and even one rating or livestream can tip the balance in favor of a lesser-known venue. Sharing self-discovery and experiences, travelers amplify places that might once have been invisible.

Responsible gambling as part of the modern leisure mix

With digital platforms spotlighting entertainment like venues, the conversation shifts toward responsible participation. It’s increasingly important for people to set personal limits, stay self-aware, and use any digital tools available to monitor their choices. 

Accessible, up-to-date information helps keep behaviors in check, offering a safety net without restricting individual freedom. Destinations and the tech platforms themselves are in a good position to reinforce these messages, supporting users as leisure habits evolve in a digital age.

Award-nominated family show brings puppetry and music to the Torch Theatre

A FAMILY theatre production nominated for four OffWestEnd Awards is set to visit Milford Haven this half term when The Littlest Yak comes to the Torch Theatre.

Presented by LAStheatre, the show is a musical adaptation of the award-winning children’s book and is aimed at audiences aged three and over. It combines puppetry, original songs and live performance to tell a story about confidence, growing up and self-acceptance.

The story follows Gertie, a young yak who is proud of her curly wool and sure-footed hooves but frustrated at being the smallest in the herd. Keen to grow up and be like the big yaks, Gertie soon learns that there are some things only she can do, in a message designed to encourage children to value their own strengths.

The production has received strong audience feedback during its UK tour, with reviewers praising the puppetry, music and visual design, as well as its appeal to both children and adults.

The Littlest Yak is produced by Liz Bate and performed by a cast including Megan Ashley, Isobel Horner, Charlie Limm and Eloise Richardson. The creative team includes writer and director Barra Collins, composer Joseph Hardy and designer Alison Alexander, who created the set, costumes and puppets.

The show is based on the book by children’s author Lu Fraser, illustrated by Kate Hindley.

The Littlest Yak will be staged at the Torch Theatre on Saturday, February 21, with performances at 12.30pm and 3.00pm.

Tickets are priced at £15 for adults and £12.50 for children. Further information is available via the Torch Theatre website or by contacting the box office on (01646) 695267.