News
Steady growth for tourism industry
NEWLY-RELEASED figures show the tourism industry in Pembrokeshire has experienced steady growth over the last seven years – and that visitors to the County are spending significantly more than they used to.
The total amount spent by visitors in local businesses topped a whopping £585 million last year, up from £502 million in 2009. That’s an increase of 16.5%.
Most of the additional spend on accommodation is in the serviced accommodation sector – hotels, guesthouses, inns and B&Bs. The number of staying visitors has remained fairly stable at 4.3 million but they are spending more.
Visitors who come to Pembrokeshire for the day but don’t stay overnight remain at about 10% of the total number of visitors.
Spending on food and drink has grown from £95 million in 2009 to £111 million in 2015. It has slowly overtaken spending on holiday accommodation in the last 10 years, which totalled £106 million last year. However, the accommodation sector still employs more than twice as many people.
The figures are from tourism data produced annually for local authorities in Wales known as STEAM (Scarborough Tourism Activity Monitor).
Alan Turner, Tourism Marketing and Development Manager at Pembrokeshire County Council, said “It’s great to see tourism in Pembrokeshire continuing to prosper in an increasingly competitive and worldwide marketplace.
“The hard work of the Destination Pembrokeshire Partners will have played a significant role in generating this growth. The partnership includes the Pembrokeshire County Council’s tourism team, Pembrokeshire Tourism, PLANED and the Pembrokeshire Coast National Park.
“Our own marketing activity has been performing particularly well with the number of people accessing the Visit Pembrokeshire website topping 750,000 this year with three months still to go. PR activity and social media reach has also been extremely good.”
The positive trend appears to be continuing this year, with a combination of better weather and the uncertainty of Brexit encouraging visitors to ‘staycation’ in Wales. One prominent hotelier in Pembrokeshire even said it was ‘the best year the hotel has ever experienced’.
This optimism seems to be backed up by the Wales Tourism Business Barometer survey carried out by the Welsh Government during the summer. It suggested that the tourism industry in Wales has enjoyed a busy summer with ‘increased visitor levels across all industry sectors and regions of Wales’ and operators ‘fairly confident for the rest of the year’.
Keith Lewis, Cabinet Member at Pembrokeshire County Council responsible for Tourism, said “These results show that the tourism industry is working hard to provide the type and quality of service that modern visitors are looking for.”
Community
Community pool launches funding appeal to secure future
A COMMUNITY-RUN swimming pool in Narberth is appealing for public and business support as it works to safeguard the future of one of Pembrokeshire’s most valued local facilities.
Narberth Swimming Pool, operated by charity Swim Narberth CIO, has unveiled plans for a £338,000 sustainability and improvement project aimed at protecting the building, cutting energy costs and ensuring the pool can continue serving the community for decades.
The facility was saved from closure in 2014 following a major community-led fundraising campaign and has since become a vital local asset. It now supports more than 500 children and 1,000 adults every week through swimming lessons, school sessions, inclusive and disability-friendly programmes, and health and wellbeing activities for people of all ages.
Chair of Trustees Chris Walters said the next phase is about protecting what the community worked so hard to preserve.

“This project isn’t about expansion or luxury upgrades,” he said. “It’s about keeping the doors open, the water warm and the building safe.”
A key element of the project is the replacement of the pool’s roof, which was never fully completed when the charity took over more than a decade ago. The structure has deteriorated over time, leading to persistent leaks and ongoing maintenance problems.
“The roof is a real concern for us,” Chris explained. “If we don’t address it now, the problems will only get worse and more expensive to fix.”
Alongside the roof works, the project will include installation of a modern high-efficiency air-handling system and upgrades to the existing solar photovoltaic panels. Together, the improvements are expected to reduce energy use by more than 30%, cut carbon emissions and significantly lower long-term running costs.
Swim Narberth CIO has applied to the Welsh Government Community Facilities Programme for £300,000 towards the scheme and must raise approximately £40,000 in match funding to unlock the grant.
Chris said the opportunity follows more than five years of waiting for a funding programme of this scale, with earlier plans delayed by the Covid pandemic.
“During that time, we’ve focused on stabilising the pool, growing participation and improving quality,” he said. “Winning a recent Swim Wales Award, and being the only swimming pool in Pembrokeshire to hold the Swim Wales Learn to Swim accreditation, has cemented Narberth’s position as a key community facility. But awards don’t repair roofs — investment does.”
Fundraising efforts are now being coordinated by Pool Manager Alice, with events and initiatives planned in the coming weeks. The charity is also approaching local businesses and national organisations to help secure the required match funding within a limited timeframe.
“We’re asking businesses to consider sponsoring the pool in some way,” Chris said. “In return, we’re committed to giving something back, whether that’s recognition, promotion or community engagement.”
As part of the appeal, larger donors are being offered a practical incentive.
“For anyone with slightly deeper pockets,” he added, “we’re offering a free company swim session for around 25 employees in return for a minimum donation of about £1,000. It’s a great team-building activity and supports a really good cause.”
Chris said trustees hope the same community spirit that saved the pool in 2014 will once again come to the fore.
“We’re asking the community to rally around the pool once more,” he said. “Without this investment, there’s a real risk that the pool becomes increasingly difficult to sustain in the future.”
Swim Narberth CIO will share updates on fundraising progress in the coming weeks. Anyone wishing to support the appeal can follow the charity on Facebook at facebook.com/swimnarberth or donate via gofund.me/447a446d7.
Community
Anyone can administer EpiPens in emergencies, councillor clarifies
Proposal aims to ensure life-saving devices are available in every Pembrokeshire school
A COUNCILLOR has clarified that anyone is legally permitted to administer an adrenaline auto-injector (AAI), commonly known as an EpiPen, in a medical emergency, following confusion during a recent debate at Pembrokeshire County Council.
Councillor Huw Murphy circulated guidance to colleagues after presenting a Notice of Motion calling for arrangements to be made with Hywel Dda University Health Board so that every school in Pembrokeshire can hold the potentially life-saving devices.

He pointed to changes made to medicines legislation in 2012, which broadened the law to allow any member of the public to administer adrenaline for the purpose of saving a life. Previously, the law required the person giving the injection to have received appropriate training.
Cllr Murphy said he had been aware of the legal position during the debate but was unable to reference the specific regulations at the time due to technical difficulties.
He thanked fellow councillors for supporting the motion in principle and said the estimated cost of around £14,000 to equip schools across the county would represent good value given the potential to prevent fatalities in emergency situations.
The councillor also suggested the Welsh Government may need to review its national policy on the storage and use of AAIs in local authority schools as awareness grows and demand increases.
If approved, the proposal would see discussions take place with health partners to develop a practical framework allowing schools to hold and use the devices safely.
Local Government
Review launched into winter gritting for north-east Pembrokeshire roads
Council to assess whether salt provision should return to Preseli and higher-ground communities after concerns over closures
PEMBROKESHIRE COUNTY COUNCIL has agreed to review its winter maintenance strategy for roads in the north and north-east of the county, following concerns that higher-ground communities are more vulnerable to snow and ice disruption.
The decision comes after a Notice of Motion was presented by Independent Group Leader, Councillor Huw Murphy, calling for a reassessment of how the authority manages gritting and salt provision in areas north and north-east of the A40, including the Preseli Mountains and communities such as Crymych and Tegryn.
Council officers and Cabinet members acknowledged that these upland areas experience harsher winter conditions than much of the county and are more likely to become impassable during periods of snowfall and icy weather.
The review will also examine the 2022 removal of the auxiliary salt depot previously located near Crymych. If the review concludes that additional provision is required, a replacement salt tip could potentially be reinstated in the north-east, although not necessarily at the former Llanfyrnach site.
The council expects the review to be completed during the second half of 2026.
Councillor Murphy said he welcomed the response from officers and Cabinet, adding that the issue had significant implications for residents, businesses and schools in affected areas.
He said: “The higher ground of north-east Pembrokeshire and areas adjacent to the Preseli Hills are more susceptible to closure during periods of poor weather, especially snow and ice. The potential return of an auxiliary salt tip is something that should be seriously considered and would be welcomed by local communities in helping to keep roads passable during difficult conditions.”
He also referenced the severe weather disruption seen during late 2025, which highlighted the challenges faced by rural communities when key routes become blocked.
Pembrokeshire County Council currently operates three winter maintenance zones across the county, but the review aims to determine whether the existing arrangements provide sufficient resilience for the most weather-exposed areas.
Further details are expected once the assessment work progresses later this year.
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Ryan Dansie
October 10, 2016 at 12:37 pm
According to the Bank of England inflation calculator £502 million in 2009 would be worth £607 million in 2015. Still not bad a slight decrease in real terms?
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