A NEW digital programme is helping Welsh town centres improve their online visibility and compete for customers in an increasingly digital marketplace.

SMART Busnes, delivered by Newcastle Emlyn-based Antur Cymru, has created Digital Place Plans for six towns it supports in Ceredigion, including Lampeter.

The plans provide each town with a detailed assessment of how it performs online, looking at promotion, coordination, marketing, social media presence, search data, footfall analytics and wider digital behaviour.

The programme has been described as a “health check for the high street”, identifying where towns may be losing customers and what practical steps can be taken to improve.

Bronwen Raine, Managing Director of Antur Cymru, said the plans were designed to turn strategy into practical action.

She said: “Digital Place Plans help bridge the gap between strategy and delivery.

“By taking a whole-place view, they support towns to make better use of existing assets, work more collaboratively, and build the confidence needed to make informed, long-term decisions that benefit local communities.”

Whole-town approach

Rather than focusing only on individual shops, each Digital Place Plan looks at the town as a whole.

The plans consider how visitors find and move through a place, whether local organisations are working together effectively, and where digital infrastructure or promotion could be strengthened.

The aim is to show how small, coordinated improvements can create a bigger long-term impact than any one business could achieve alone.

The latest plan focuses on Lampeter and was developed by Digital Place Lead Clive Davies before being presented to Caru Llambed, the town’s regeneration partnership.

Elen Page, of Caru Llambed, said the session had already inspired action, including work on a funding bid for a new skatepark.

She said: “Thank you Clive. Have just drafted the Expression of Interest for our skatepark — so inspired. Data next thing!”

Kevin Harrington, Programme Manager for SMART Busnes, said the plans helped communities understand both their strengths and areas for improvement.

He said: “By creating a shared evidence base, they show what is already in place, where the gaps are, and how digital can support local priorities in a practical and realistic way.”

Support for rural businesses

The Digital Place Plans form part of the wider SMART Busnes Shared Prosperity Fund programme and sit alongside other digital support being rolled out across Ceredigion.

Last December, the programme became one of the first in Wales to launch a practical toolkit for Answer Engine Optimisation, helping small businesses improve how they appear in AI-generated answers on platforms such as ChatGPT and Google’s AI search.

Organisers say the approach could help rural Welsh SMEs compete more effectively, giving micro-businesses in towns such as Lampeter access to digital strategies more often used by larger brands.

SMART Busnes is delivered by Antur Cymru Enterprises with support from the UK Shared Prosperity Fund and Transition Fund through Ceredigion County Council.

Caption:

Digital boost: Cllr Clive Davies with Gabrielle Davies and Elen Page of Caru Llambed, and Kevin Harrington, Programme Manager for SMART Busnes.

ST DAVIDS’ Twr y Felin Hotel has celebrated ten years since opening its doors with a summer garden party for loyal guests, artists, partners, local supporters and friends of the hotel.

The event was held on Sunday, May 31, in the hotel’s landscaped grounds. Although Twr y Felin’s official opening took place in March 2017, the team marked the milestone with a relaxed outdoor celebration as summer arrived in St Davids.

Guests were welcomed with champagne before enjoying live music, drinks and afternoon tea-inspired canapés prepared by the award-winning Blas Restaurant team. The menu featured sweet and savoury bites made using seasonal, locally sourced ingredients.

Local musician Rosey Cale provided live music during the afternoon, while guests enjoyed the hotel’s gardens and sculpture collection.

A highlight of the event was a speech from owner Keith Griffiths, who reflected on the hotel’s journey over the past decade and thanked staff, guests and the local community for their continued support.

Originally built in 1806 as a windmill, Twr y Felin has undergone many transformations throughout its history before reopening as Wales’ first contemporary art hotel.

Today, the hotel is home to more than 250 artworks, the 3 AA Rosette Blas Restaurant, Awen Spa, and 39 individually designed bedrooms, welcoming visitors from across the UK and beyond.

Keith Griffiths, Retreats Group founder and owner, said: “I am so pleased that Twr y Felin Hotel has grown from strength to strength over these ten years due to the incredibly hard work of our staff, loyalty of our guests and support of our community.

“I look forward to the continued success of Twr y Felin Hotel and its sister properties, Roch Castle, Penrhiw Priory and St Bride’s Spa Hotel, as we continue to develop the luxury hotel market of St Davids and Pembrokeshire.”

The anniversary garden party marked not only a celebration of the hotel’s achievements to date, but also an opportunity to look ahead to the future as Twr y Felin continues to evolve while remaining rooted in its heritage, art, hospitality and connection to Pembrokeshire.

Twr y Felin Hotel is a luxury contemporary art hotel in St Davids, set within a restored windmill. The hotel is known for its design-led interiors, curated artwork and coastal setting.

Guests can also dine at Blas Restaurant, which offers modern Welsh cuisine using seasonal local produce, and relax at Awen Spa, a private couples’ spa designed as a tranquil retreat.

New partnership will celebrate Pembrokeshire’s tourism and hospitality sector

PURE WEST RADIO has been announced as the headline sponsor of the 2026 Visit Pembrokeshire Croeso Awards.

Visit Pembrokeshire said the partnership would help celebrate and champion the county’s tourism and hospitality sector, recognising the businesses, individuals and organisations delivering outstanding visitor experiences.

The awards will take place at the Atrium at Pembrokeshire College on October 29, 2026.

Pure West Radio has also become a new Visit Pembrokeshire Strategic Partner, supporting work to showcase the county’s visitor economy and promote Pembrokeshire as a leading destination.

The Croeso Awards celebrate excellence across the tourism industry, with 17 categories covering accommodation, attractions, food and drink, sustainability, customer service and more.

Organisers said the awards also invest in the future of the sector through a mentoring programme delivered with industry leaders and Pembrokeshire College students.

Winners will be selected by independent tourism and hospitality experts from outside Pembrokeshire.

Emma Thornton, CEO of Visit Pembrokeshire, said: “We are delighted to welcome Pure West Radio as the headline sponsor of the 2026 Croeso Awards and as a new Strategic Partner for Visit Pembrokeshire.

“Pure West Radio shares our passion for Pembrokeshire and our commitment to supporting local businesses and communities. Their strong local reach, community focus and enthusiasm for celebrating success make them a natural partner for the Croeso Awards and for Visit Pembrokeshire more broadly.”

Toby Ellis, Station Manager at Pure West Radio, said: “We are incredibly proud to become the headline sponsor of the 2026 Croeso Awards and to join Visit Pembrokeshire as a Strategic Partner.

“At Pure West Radio, we are passionate about celebrating the people, businesses and organisations that make Pembrokeshire such a fantastic place to live, work and visit.

“The tourism and hospitality sector plays a vital role in our local economy, and the Croeso Awards provide an important opportunity to recognise the dedication, innovation and excellence that can be found across the county.

“We look forward to working closely with Visit Pembrokeshire to champion local success stories, support the industry throughout the year and help showcase Pembrokeshire as one of the UK’s leading visitor destinations.”

Visit Pembrokeshire said the two organisations would work together on campaigns throughout the year, amplifying key messages and supporting businesses across the tourism and hospitality industry.

Visit Pembrokeshire is the official Destination Management Organisation for Pembrokeshire.