MORE people in Wales recognise alcohol as addictive than anywhere else in Britain, new research has found, but health experts are warning that awareness alone may not be enough to prevent harmful drinking habits.

The findings come ahead of the busy summer period, when pubs, beer gardens, festivals, barbecues and outdoor events often lead to increased alcohol consumption.

According to YouGov data, 86% of people in Wales describe alcohol as addictive — the highest figure recorded across Britain and above the national average of 78%.

Only 14% of Welsh respondents said alcohol was either “not very addictive” or “not addictive at all”.

By comparison, London recorded the lowest level of awareness, with 69% of respondents recognising alcohol as addictive.

Health professionals say the results show that while many people understand the risks, regular drinking can still become habitual, particularly during periods of increased socialising.

Official figures suggest adults consume an average of 10.7 litres of pure alcohol per person each year, equivalent to around 21 UK units per week. That is around nine pints of beer or seven large glasses of wine, and is significantly above the recommended maximum of 14 units a week.

Nearly one in five adults are also said to drink at hazardous levels or above, with men more than twice as likely as women to fall into that category.

Dr Karen Faulkner, Associate Medical Director at Panthera Clinic, said alcohol occupied a “unique place” in British culture because it was both legal and socially encouraged.

She said: “What’s particularly interesting is that most people understand alcohol can be addictive, yet many still underestimate how easily regular drinking can become habitual. Dependence often develops gradually and doesn’t always fit the stereotypes people associate with addiction.

“During the summer months, drinking can become even more normalised through holidays, beer gardens, barbecues, festivals and sporting events.

“The challenge isn’t necessarily a lack of awareness about alcohol’s risks. It’s recognising when a socially accepted habit has crossed the line into something that’s beginning to have a negative impact on your health, wellbeing or daily life.”

Dr Faulkner said people wanting to cut back should consider planning alcohol-free days, alternating alcoholic drinks with water or soft drinks, setting limits before social events, and keeping track of their weekly intake.

She also urged people to watch for signs that alcohol may be becoming more important than intended, including finding it difficult to relax, socialise or enjoy an event without drinking.

Panthera Clinic has launched a free online Alcohol Health Calculator to help people assess how their drinking habits may be affecting their health and wellbeing.

Dr Faulkner added that low and no-alcohol alternatives had become more widely available, making it easier for people to reduce their intake while still taking part in social occasions.

Three days of swimming, cycling and running will once again transform Tenby into one of the UK’s biggest endurance sporting festivals

TENBY is preparing to welcome thousands of athletes and spectators from across the UK and around the world as the Long Course Weekend returns to Pembrokeshire from Friday, June 26 to Sunday, June 28.

Now firmly established as one of Europe’s largest participation sporting events, Long Course Weekend Wales combines swimming, cycling and running challenges over three days, attracting everyone from elite athletes to first-time competitors.

Unlike a traditional triathlon, competitors can enter one, two or all three disciplines, choosing distances that suit their ability. Those who complete the full long-course distances across all three days earn the coveted fourth medal, one of the event’s most sought-after prizes.

Three days of endurance

The weekend begins on Friday evening with the Wales Swim off Tenby’s famous North Beach.

Athletes will take to the waters of Carmarthen Bay in a range of distances, including the iconic 2.4-mile swim, while younger participants will have the chance to get involved through the popular LC Kinder event.

Saturday is dedicated to cycling, with thousands of riders expected to tackle the Pembrokeshire countryside during the Wales Sportive. Routes cater for a variety of abilities, from recreational cyclists to seasoned endurance competitors taking on the full long-course challenge.

The weekend reaches its climax on Sunday with a series of running events, including a 5K, 10K, half marathon and full marathon.

The marathon route is regarded as one of the most scenic and demanding road races in Wales, taking runners through some of Pembrokeshire’s most spectacular coastal and rural scenery before the final run back into Tenby and the cheers of thousands of spectators.

A major boost for the local economy

Long Course Weekend has become one of Pembrokeshire’s most important annual events.

Hotels, guest houses, campsites, restaurants, cafés and shops across Tenby, Saundersfoot and the wider county benefit from the influx of visitors, many of whom stay for several nights.

For many businesses, the event provides a welcome boost at the start of the summer season, filling accommodation and generating significant spending across the local economy.

The event has also helped establish Tenby as one of Britain’s leading destinations for endurance sport alongside the annual Ironman Wales competition.

Spectators welcome

One of the defining features of Long Course Weekend is the support provided by local communities.

From the swim start on North Beach to villages along the cycling and running routes, competitors are encouraged by thousands of spectators throughout the weekend.

The finish-line atmosphere in Tenby is widely regarded as one of the highlights of the event, with runners and cyclists greeted by packed crowds as they complete their challenge.

Families, residents and visitors are encouraged to come along and support participants, with viewing areas available throughout the course.

Road closures and travel advice

Residents are being urged to plan journeys carefully throughout the weekend.

Organisers have confirmed that the Wales Sportive cycling event will once again operate without full road closures, although motorists should expect increased numbers of cyclists on roads across south Pembrokeshire and are urged to drive with extra care.

Traffic restrictions and road closures will, however, be in place around Tenby and along parts of the running routes on Sunday.

Drivers should allow extra travel time and check the latest information from organisers before setting out.

Emergency access arrangements will remain in place throughout the weekend and organisers have worked closely with emergency services, local authorities and transport providers to minimise disruption while ensuring participant safety.

What to expect

For three days, Tenby becomes the centre of the endurance sports world.

Visitors can expect a festival atmosphere throughout the town, with athletes arriving from across Britain and overseas, cafés and restaurants bustling with activity, and competitors of all ages taking on personal challenges.

Some will be chasing podium places. Others will simply be aiming to cross the finish line.

Whatever their goal, Long Course Weekend continues to showcase Pembrokeshire at its best, combining world-class sporting competition with some of the finest scenery in Wales.

As thousands gather once again on the county’s coastline this weekend, organisers are promising another unforgettable celebration of endurance, determination and community spirit.

Long Course Weekend 2026 at a glance

Friday, June 26

• Wales Swim
• LC Kinder children’s events

Saturday, June 27

• Wales Sportive cycling events

Sunday, June 28

• 5K run
• 10K run
• Half marathon
• Full marathon

Location: Tenby and surrounding Pembrokeshire routes

Spectators: Free to attend

Advice: Check road closure information before travelling and allow extra time for journeys throughout the weekend.

A SWISS woman has returned to Pembroke Dock Heritage Centre to see a special display celebrating her grandmother’s remarkable wartime work helping Allied servicemen who escaped into neutral Switzerland.

Therese Burckhardt, from Zurich, is the granddaughter of Mrs Beryl Schaerer Morse, a former Pembroke Dock woman who was awarded the King’s Medal in 1952 for her service during the Second World War.

The rare medal, one of only around 2,500 awarded, is now on display at the Heritage Centre alongside photographs, family records and an information panel telling Mrs Schaerer Morse’s story.

Beryl Schaerer Morse was born in Pembroke Dock in 1887, the daughter of Mr and Mrs Thomas Harrison Morse, who lived in Pembroke Dock and later Tenby.

After marrying a Swiss banker in 1913, she settled in Switzerland for the rest of her life, but always regarded Pembrokeshire as home. She returned for many summers to the family’s house in Tenby, which her grandparents had built in the 1930s.

During the Second World War, Mrs Schaerer Morse led an organisation assisting Allied servicemen who had escaped into neutral Switzerland. Her work was later recognised with the award of the King’s Medal.

Therese first visited the Heritage Centre last summer with childhood friend Penny Tighe, of Pembroke, bringing the medal and family records with her. She has now returned with further documents and family photographs to add to the centre’s archive.

Joining her again was Penny Tighe, along with Ruth Waddington, who now lives in the Tenby house where Therese spent many happy childhood holidays with her brother Roland, known affectionately to his grandmother as “Chips”.

Mrs Schaerer Morse died in 1967 and had expressly wished to be buried near her father at Llanion Cemetery, Pembroke Dock.

Therese said: “I am very pleased with how my grandmother’s medal and her story are displayed at the Heritage Centre, and also pleased to bring more records to add to the archive there.”

Pembroke Dock Heritage Centre is based at the Royal Dockyard Chapel and tells the story of the town’s maritime, aviation, military, social and community heritage.

Pembroke Dock was Wales’ only Royal Dockyard, a major garrison town, and during the Second World War was home to the largest flying boat station in the world.

The centre is currently open Monday to Friday, from 10:00am to 4:00pm.

Therese Burckhardt shows the King’s Medal, awarded to her grandmother, to Ruth Waddington at Pembroke Dock Heritage Centre (Pic: PDHC).