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A new future for tourism in Pembrokeshire revealed

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OVER the last 12 months the Destination Pembrokeshire Partnership (DPP) – comprising Pembrokeshire Tourism, Pembrokeshire County Council, PLANED and the Pembrokeshire Coast National Park Authority (PCNPA) – have been working closely together to produce two key pieces of work to drive tourism growth in the County.

The first is a new five-year Tourism Strategy known as a Destination Management Plan (DMP).
Feedback from the trade and other partners through online questionnaires, face-to-face consultations and workshops have helped form the new DMP.

The new plan will run from 2020 to 2025 and will cover the priorities and aspirations for Pembrokeshire as a tourism destination.

The second is an exercise looking at whether some tourism services could be managed more effectively by operating in a different way, with the aim of supporting the multi-million-pound tourism industry.

Currently, a wide range of services are delivered by the Destination Pembrokeshire Partnership with each of the partners focusing on different areas of activity.

On Wednesday, 5th February, and Monday, 10th February, Pembrokeshire Coast National Park Authority and Pembrokeshire County Council respectively approved both the DMP strategy and the proposal for a new Destination Marketing Organisation (DMO).

The resources and staff from the County Council’s Tourism (Destination Marketing) department will be transferred to Pembrokeshire Tourism, the county’s tourism trade organisation, with support and resources also coming from PCNPA and PLANED.

The new Pembrokeshire Tourism organisation will be led by the trade and will be able to deliver a wider range of activities including: destination marketing activity; campaign and project delivery; industry liaison and support; research and intelligence; advocacy, and other activities such as supporting and potentially delivering some events.

Jane Rees-Baynes, chair of Pembrokeshire Tourism said: “We at Pembrokeshire Tourism are delighted that the proposals have been approved by all DPP partners. We believe this is an exciting new start for tourism in Pembrokeshire.

“We will be working hard over the next few months to establish this new trade led organisation as one of the leading DMOs in the UK.
“Our members will continue to receive the same great benefits through the transition and can look forward to an enhanced offering once the new organisation is in full operation.”

Pembrokeshire County Council’s Cabinet Member for Economy, Tourism, Leisure and Culture, Paul Miller, said: “Far better than numerous, disparate entities working to support tourism in isolation, we will now have a single, joint plan together with a strong, well resourced, trade led organisation driving the Pembrokeshire ‘destination’.
“It’s an exciting opportunity for the County to further develop our incredible tourism offer and to ensure Pembrokeshire is discovered by even more visitors from right across the globe.”

Iwan Thomas, Chief Executive, PLANED, said: “The delivery of this new strategy clearly demonstrates the commitment to partnership working here by these key organisations within Pembrokeshire.
“PLANED’s role has been to support the voice particularly of communities within the county, and the importance of the tourism and hospitality sector to those communities.
“With this new and exciting approach, we will continue to support our partners and the industry, to promote the alignment of communities to this key economic driver for Pembrokeshire, and the further opportunities this now presents.”

The Chairman of the Pembrokeshire Coast National Park Authority, Councillor Paul Harries said: “We are very pleased to support the creation of the new organisation aimed at improving the county’s tourism offering to enhance our reputation as a leading accessible and sustainable tourism destination.
“We look forward to working with partner bodies and the tourism trade to further develop work in this area.”

The new DMP will be formally launched at the Pembrokeshire Tourism Summit at Rhosygilwen on the 26th February. Contact the Pembrokeshire Tourism office on 01646 622228 to book tickets.

 

News

Paris in February made easy with special direct Air France flights from Cardiff

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TRAVELLING to Paris has never been simpler for Welsh holidaymakers, with Air France launching a series of special direct weekend services from Cardiff Airport to the French capital this month.

The limited-period flights offer a convenient, non-stop journey of under two hours to Paris, giving passengers more time to enjoy the city’s culture, cuisine and famous landmarks without the hassle of connections or long road transfers to other UK airports.

Timed perfectly for winter city breaks and Valentine’s getaways, the services run between February 13 and February 16, making them ideal for long weekends.

February is widely considered one of the best times to visit the French capital, with fewer crowds and a relaxed, romantic atmosphere. Visitors can explore world-famous attractions including the Eiffel Tower, the Arc de Triomphe and Notre-Dame Cathedral, browse galleries at the Louvre and Musée d’Orsay, or simply enjoy cafés, bistros and Michelin-starred dining across the city.

With Valentine’s Day falling during the operating period, the flights offer couples an easy escape for scenic walks along the Seine, memorable meals and classic Parisian experiences.

Jon Bridge, CEO of Cardiff Airport, said: “We’re delighted to offer direct flights to such a vibrant city for Valentine’s weekend. Cardiff Airport is expanding its reach, giving customers an easy, friendly travel experience and fantastic options. We’ve listened to passenger demand and are excited to make this opportunity possible, with more to come from Cardiff.”

Seats are available now via airfrance.co.uk and through travel agents. As availability is limited, early booking is recommended.

Flight schedule

Cardiff (CWL) to Paris (CDG)

• Feb 13 – AF4149 – 6:20pm → 8:50pm
• Feb 14 – AF4149 – 3:20pm → 5:50pm
• Feb 15 – AF4149 – 9:20am → 11:50am
• Feb 15 – AF4151 – 9:00pm → 11:30pm
• Feb 16 – AF4149 – 9:20am → 11:50am
• Feb 16 – AF4151 – 5:50pm → 8:20pm

Paris (CDG) to Cardiff (CWL)

• Feb 13 – AF4148 – 5:00pm → 5:30pm
• Feb 14 – AF4148 – 2:00pm → 2:30pm
• Feb 15 – AF4148 – 8:00am → 8:30am
• Feb 15 – AF4150 – 7:40pm → 8:10pm
• Feb 16 – AF4148 – 8:00am → 8:30am
• Feb 16 – AF4150 – 4:30pm → 5:00pm

 

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Education

Language commissioner launches probe into school closure impact on Welsh

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THE WELSH Language Commissioner has launched a formal investigation into claims that the proposed closure of a rural Carmarthenshire primary school did not properly assess the impact on the Welsh language.

Campaign group Cymdeithas yr Iaith confirmed this week that the Welsh Language Commissioner will examine whether Carmarthenshire County Council complied with its legal duties when producing a language impact assessment linked to plans to close Ysgol Llansteffan.

The council issued a statutory notice last year proposing to shut the village school at the end of the summer term as part of wider education reorganisation. A final decision had been expected this spring.

However, the investigation now creates fresh uncertainty over the timetable.

Complaint over ‘insufficient assessment’

Cymdeithas yr Iaith says it submitted a formal complaint arguing that the council failed to produce a sufficiently detailed assessment of how the closure could affect Welsh-medium education and the wider Welsh-speaking community.

The group claims the authority selectively used data to support closure rather than examining all available evidence objectively.

Two key concerns were raised.

Firstly, campaigners argue there may not be enough places in neighbouring Welsh-medium schools to accommodate pupils from Llansteffan and nearby housing developments, potentially forcing some families into English-medium provision.

Secondly, they say the assessment did not meaningfully consider the school’s role as a community hub or explore ways the site could generate income and support local Welsh-language activities.

On behalf of local members, Ffred Ffransis said: “There will not be places for all the Llansteffan children, nor for the children of the new housing estates, in other Welsh-medium schools in the area.

“The most cost-effective way of providing sufficient places locally in Welsh-medium education is by keeping open Ysgol Llansteffan and making better use of the buildings, including environmental education and community use.”

Formal investigation

In a letter to the group, the commissioner confirmed an investigation will be held under Section 71 of the Welsh Language Measure to determine whether the council complied with Welsh language standards.

The probe could take up to three months.

Campaigners believe this may delay implementation of the closure and could require the council to revisit its assessment and potentially carry out a fresh statutory consultation.

Ffransis said: “Even if the council now decided to make a full and meaningful assessment, there would likely have to be a new consultation. The original decision may have been taken on a faulty basis.”

He added that similar concerns had been raised about language impact assessments connected to other proposed school closures in the county.

Council position

The council has previously said that school reorganisation proposals are driven by falling pupil numbers, financial pressures and the need to ensure sustainable, high-quality education.

Authorities across Wales have faced difficult decisions in recent years as rural rolls decline and building maintenance costs rise.

It is expected the council will respond formally to the commissioner’s investigation in due course.

What happens next

If the commissioner finds that language standards were not properly followed, enforcement steps could be taken and the process delayed or revisited.

For families in Llansteffan, the outcome may determine whether their local Welsh-medium school remains open beyond the summer term.

The Herald has contacted Carmarthenshire County Council for comment.

Further updates will follow as the investigation progresses.

 

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Business

First Minister criticised after ‘Netflix’ comment on struggling high streets

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Government announces 15% support package but campaigners say costs still crushing hospitality

PUBS, cafés and restaurants across Wales will receive extra business rates relief — but ministers are facing criticism after comments suggesting people staying home watching Netflix are partly to blame for struggling high streets.

The Welsh Government has announced a 15% business rates discount for around 4,400 hospitality businesses in 2026-27, backed by up to £8 million in funding.

Announcing the package, Welsh Government Finance Secretary Mark Drakeford said: “Pubs, restaurants, cafés, bars, and live music venues are at the heart of communities across Wales. We know they are facing real pressures, from rising costs to changing consumer habits.

“This additional support will help around 4,400 businesses as they adapt to these challenges.”

The announcement came hours after Eluned Morgan suggested in Senedd discussions that changing lifestyles — including more time spent at home on streaming services — were contributing to falling footfall in town centres.

The remarks prompted political backlash.

Leader of the Welsh Liberal Democrats, Jane Dodds, said: “People are not willingly choosing Netflix over the high street. They are being forced indoors because prices keep rising and wages are not.

“Blaming people for staying at home is an insult to business owners who are working longer hours just to survive.”

Industry groups say the problem runs deeper than consumer behaviour.

The Campaign for Real Ale (CAMRA) welcomed the discount but warned it would not prevent closures.

Chris Charters, CAMRA Wales director, said: “15% off for a year is only the start. It won’t fix the unfair business rates system our pubs are being crushed by.

“Welsh publicans need a permanent solution, or doors will continue to close.”

Across Pembrokeshire, traders have repeatedly told The Herald that rising energy bills, wage pressures and rates — rather than a lack of willingness to go out — are keeping customers away.

Several town centres have seen growing numbers of empty units over the past year, with independent shops and hospitality venues reporting reduced footfall outside the main tourist season.

While ministers say the relief balances support with tight public finances, business groups are calling for wider and longer-term reform.

Further debate on rates changes is expected later this year.

 

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