News
A new future for tourism in Pembrokeshire revealed

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.
Community
Family’s heartbreak as ‘beautiful’ 19-year-old takes his own life after night out

A TEENAGER with a passion for rugby and a heart “full of love” took his own life at his home in Narberth after taking cocaine and leaving a note for his family.
Samuel Price, who was 19, died in the early hours of September 21, 2023, at a property in the centre of the Pembrokeshire town.
At an inquest held at County Hall in Haverfordwest on Thursday (Mar 27), the coroner heard how Sam had returned home after a busy day which included a job interview, a shift at a local pub, and rugby training. He had messaged his mother later that evening to ask to borrow some money, which she agreed to.

At 11:15pm, he contacted someone to ask about buying cocaine. He then began walking to a friend’s house but changed his mind and returned home. His stepfather found him unresponsive the following morning, and despite the efforts of paramedics, he was pronounced dead at 7:32am.
A note was discovered on his phone indicating his intention to end his life. A post-mortem examination confirmed the cause of death as hanging, with recent cocaine use recorded as a contributing factor.
Sam’s mother, Clare Price, described her son as a “very happy kid” who was “beautiful” inside and out.
“This came completely out of the blue,” she told the hearing. “We had plans to go to a gig on Saturday night. He had a big, big heart and loved people so very much. There was no middle ground with Sam—he was very black and white. I want everyone to know that he was so much more than this. He was a beautiful human being.”
The coroner concluded that Sam had taken his own life and extended his condolences to the family.
A legacy of love and hope
Following Sam’s tragic death, his family has worked tirelessly to raise awareness of mental health issues and suicide prevention. His auntie Shelley, uncle Anthony, and cousins Hollie and Sophie recently completed a 19-mile walk from Minehead to Donniford—one mile for every year of Sam’s life.
The fundraiser, which has already passed £1,000, was part of a wider campaign led by Sam’s mother, Clare, who has raised more than £6,500 through her initiative, The Sammy-sized GAP. The project aims to strengthen support networks for people in crisis and push for changes in government policy, including allowing friends and family to refer vulnerable adults for mental health intervention.

Sam, who grew up in Minehead before moving to Pembrokeshire, was known for his love of rugby and was a proud member of Minehead Barbarians’ mini team, once taking part in a memorable trip to France with the side.
Speaking after the walk, Clare said: “The Hooper family’s walk is a powerful symbol—a tribute filled with love, but also a call to action. It echoes Sam’s vibrancy, emphasizing the need for suicide prevention education and support for those affected. From this tragedy, they are crafting a legacy of hope, ensuring that others find strength and assistance in their darkest moments.”
She has also warned against young people self-medicating to deal with anxiety, isolation and mental health struggles, urging anyone affected to seek proper help.
“If you knew our Sam, or know a young person who might be going through similar struggles—who might be tempted to numb the pain with drugs—please consider giving what you can to this fund,” she said. “On Sam’s behalf, we will be very grateful.”
Donations to The Sammy-sized GAP initiative can be made via GoFundMe.
If you or someone you know is struggling
If you are affected by the issues raised in this article, help is available.
You are not alone, and talking to someone can make a difference.
- Samaritans offer a free, confidential 24/7 listening service. Call 116 123 at any time or visit www.samaritans.org for more support.
- CALL Mental Health Helpline for Wales: Free support and listening service available 24/7 on 0800 132 737 or text “Help” to 81066.
- Papyrus HOPELINE247: Support for young people struggling with suicidal thoughts. Call 0800 068 41 41, text 07860 039967 or visit www.papyrus-uk.org.
- Mind: Mental health charity offering advice and support. Visit www.mind.org.uk or call 0300 123 3393.
If someone is in immediate danger, always call 999.
Crime
Police investigate theft of 75 sheep from Newcastle Emlyn farm

DYFED-POWYS Police is investigating the theft of approximately 75 sheep from a farm in the Newcastle Emlyn area.
The lamb yearling ewes were reported missing from farmland near Rhydlewis. Officers believe the theft occurred sometime between March 7 and March 17, 2025.
The stolen sheep are described as white-faced, with clean white wool and a faint yellow spot. They are believed to be continental cross ewes, similar in appearance to Texel crosses.
A 40-year-old man has been arrested on suspicion of theft and remains in police custody.
Police are appealing to anyone who may have information that could assist with the investigation.
Anyone with details is urged to contact Dyfed-Powys Police via the following:
🖥️ | Online: https://bit.ly/DPPContactOnline
📧 | Email: [email protected]
📞 | Call: 101
Alternatively, information can be passed to the independent charity Crimestoppers anonymously by calling 0800 555111 or visiting crimestoppers-uk.org.
Quote reference: 178 of March 23.
Crime
Unlicensed dog breeders prosecuted in Carmarthenshire

Three found guilty of operating without a licence
THREE unlicensed dog breeders have been successfully prosecuted by Carmarthenshire County Council following an investigation into illegal breeding practices at a property in Cwmffrwd.
Donna Edwards, William Edwards and Elysia Jones, all of Gelligaeros Bungalow, Cwmffrwd, were found guilty at Swansea Crown Court on 10 February 2025 for operating a dog breeding business without the required licence.
Donna Edwards and her partner, Mark Thomas, had previously held a dog boarding licence for many years. However, in October 2020, they ceased boarding activities and began using the kennels for breeding instead. Despite informing the council that 19 dogs were being kept on the premises, and enquiring several times about obtaining a breeding licence, no formal application was ever submitted.
Carmarthenshire County Council had issued warnings about unlicensed activity, but the defendants continued to operate. In April 2021, the website Pets4Homes contacted the council to report that it had blocked three user accounts—registered under the names Donna Edwards, William Edwards, and Elysia Jones—all advertising puppies from the Gelligaeros address.
An investigation revealed that eight separate litters had been advertised from the property between June 2020 and March 2021.
As part of the prosecution, the council secured a confiscation order under the Proceeds of Crime Act, recovering a total of £81,509.93 from the defendants.
Sentencing was as follows:
- Donna Edwards: 12-month Community Order with 70 hours of unpaid work, plus an £85 victim surcharge.
- William Edwards: 12-month Community Order with 50 hours of unpaid work, plus an £85 victim surcharge.
- Elysia Jones: 12-month Conditional Discharge and a £20 victim surcharge.
Cllr Aled Vaughan Owen, Cabinet Member for Climate Change, Decarbonisation and Sustainability, praised the council’s Animal Health team for their efforts.
He said: “I would like to thank the Council’s Animal Health team for pursuing this case and bringing these illegal dog breeders to justice. Let this be a warning to others who continue to disregard the law—we will take action.”
Further information on the council’s work to uphold animal welfare standards can be found at Animal welfare – Carmarthenshire County Council.
-
Health2 days ago
Pembrokeshire man’s shock diagnosis sparks call for awareness
-
News1 day ago
Workman injured in Pembroke road roller incident
-
News11 hours ago
Police appeal after fatal crash on A477 involving two vehicles
-
Crime18 hours ago
Goodwick man jailed for stealing prescription tablets from partner
-
News1 day ago
Spring statement slammed as disability cuts spark fear in Wales
-
Business2 days ago
Overseas workers allowed to live in caravans at business
-
News3 days ago
Woman found guilty of threatening neighbour on Pembrokeshire housing estate
-
Business2 days ago
Haverfordwest school site could become motorcycle showroom