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‘Visit Pembrokeshire’ is new the destination management organisation for county

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PEMBROKESHIRE TOURISM members have vote to establish a new destination management organisation called ‘Visit Pembrokeshire’, the first of its type in Wales – and one of the few in the UK. The meeting where this was agreed was held on Friday (Nov 6).

Over the last 20 months the organisation has been working closely with the other members of the Destination Pembrokeshire Partnership (DPP) – Pembrokeshire County Council, PLANED & The Pembrokeshire Coast National Park Authority – to bring to life Pembrokeshire’s new Destination Management Organisation ‘Visit Pembrokeshire’. Our new Destination Management Organisation is the first of its type in Wales bringing together the public, private and third sector to help drive growth and development within this key economic sector. At this challenging time for the tourism economy – the establishment of Visit Pembrokeshire offers some welcome good news.

Visit Pembrokeshire will formally launch on the 16th November, when the County Council Tourism Marketing staff and resources will be transferred to Pembrokeshire Tourism. We will also receive financial support from PCC and staffing resources from PCNPA and PLANED. Visit Pembrokeshire will be led by the trade and will focus on a range of diverse activities including tourism leadership and advocacy, destination marketing, campaign and project delivery, industry liaison and support, research and intelligence and event support. Our expanded team will continue to be based in the existing Pembrokeshire Tourism offices at Llanion cove, Pembroke Dock (though will continue to work from home currently) – under the new name of Visit Pembrokeshire.

Emma Thornton

The key appointment for this new organisation has been the recruitment of the new Chief Executive Officer. The search for this much sought-after destination leadership role started earlier in the summer and attracted over 460 applications from all over the UK and abroad.

This search has now been completed and we’re delight to announced that Emma Thornton has been appointed as Visit Pembrokeshire’s new Chief Executive Officer.

Jane Rees-Baynes, Chair of Pembrokeshire Tourism, the transition board of Visit Pembrokeshire says: “We are exceptionally pleased to have found Emma who is an outstanding tourism leader who brings to the county extensive destination management experience as well as public-private sector partnerships. Emma will lead Visit Pembrokeshire with real confidence to an exciting future both for our members and our local communities who want to see economic growth closely aligned to the values of a sustainable future.’
Speaking about her appointment, Emma says

“I am absolutely delighted to be appointed as the new CEO for Visit Pembrokeshire.

“Pembrokeshire is one of the most beautiful parts of the UK and in fact the world. The Destination Management Plan (DMP) published earlier this year, is a demonstration of the commitment from Destination Pembrokeshire Partners to work collaboratively, and sets out a clear vision and strategy to grow tourism for the benefit of all.
2020 has been an incredibly tough year for tourism, but with its stunning coastline, natural and cultural assets and great visitor experiences, Pembrokeshire is now well placed to benefit from a growth in domestic tourism and, when the time is right, international visitors.

“I feel privileged to be taking up this role at this challenging but exciting time, and look forward to working with the new Visit Pembrokeshire team to lead on delivery of the new DMP and to help support business recovery.”

Pembrokeshire County Council’s Cabinet Member for Economy, Tourism, Leisure and Culture, Paul Miller, said: “The launch of Visit Pembrokeshire is fantastic news for this county. This is the first organisation of its kind in Wales and I’m proud that the Council has been at the forefront of making it happen. It’s been an enormously challenging year for our tourism industry, and the creation of this new organisation brings hope and excitement for a better future.”

Tegryn Jones, Chief Executive of the Pembrokeshire Coast National Park Authority said: “I welcome the establishment of Visit Pembrokeshire as the new Destination Management organisation working to promote Pembrokeshire as a leading visitor destination. Tourism is an important part of the Pembrokeshire economy and the National Park Authority looks forward to working with Emma Thornton and her team, the Board of Visit Pembrokeshire and the wider tourism industry to develop a sustainable tourism offer that supports the people and communities of Pembrokeshire.”

Iwan Thomas – Chef Executive of PLANED added: “We are delighted to be working alongside our partners to contribute the voice of communities to this new tourism & hospitality body within Pembrokeshire. Our communities provide the skills, supplies, and much more in terms of support for this key sector of our economy within the county, so PLANED are 100% behind Visit Pembrokeshire, to demonstrate and deliver a joined up and innovative approach that will benefit the county collectively”

Community

Pembs Agricultural Society’s Christmas Fair expands to an all-weekend event

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PEMBROKESHIRE AGRICULTURAL SOCIETY’S Christmas Fair will be an all-weekend event next month. The Christmas shopping extravaganza is all set to take place on Saturday, 14 December as well as Sunday, 15 December.

The Parkhouse building on the Haverfordwest Showground will be transformed into a Christmas paradise. There will be even more stalls this year with a wide variety of quality local businesses exhibiting as well as festive music, Santa in his Grotto and an outdoor food court.

Judith Roach and Emma Thomas, the event organisers, said, “We are excited to be able to announce that our Christmas Fair will be on for two days rather than just one this year. We continue to build on the success of last year’s event with twice the opportunities to attend and even more stallholders. It will be the perfect start to the festive season as the Parkhouse Building will be transformed into a one-stop-shop for those preparing for Christmas.”

The Fair will be open from 10am until 4pm and admission is free. Visitors will find unique gifts, handmade decorations, art and beautiful homeware.  Some of the county’s very best food and drink producers will also have stalls to give visitors the opportunity to stock up on all their festive treats. From decadent chocolate brownies, fudge, festive spirits to Welsh cheeses, there’s something to tantalise everyone’s tastebuds. There will also be a range of outlets for ‘on the go’ eating and drinking.

One special guest at the event will be everyone’s favourite bearded gentleman in red – Santa will be taking time out from his busy schedule to attend the event. There will be a charge of £3 per child to visit Santa and all proceeds will go directly to Sandy Bear charity to support their work. Each child will receive a small gift from Santa as part of their visit. Parents can book in advance via the website: www.sandybear.co.uk/santa

Adam Thorne, Pembrokeshire Agricultural Society’s President is looking forward to the festive event. He said, “The Society would like to thank Judith and Emma for all the hours they have put in, voluntarily, to organise the two-day Christmas event. We’re delighted to be able to offer visitors the opportunity to do all their Christmas shopping whilst enjoying the festive atmosphere.”

Follow Pembrokeshire County Show’s Christmas Fair event page on Facebook for a full list of stallholders in the run up to the event.

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Community

Officials announced for 2026 Eisteddfod in Pembrokeshire

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THE NATIONAL EISTEDDFOD returns to Pembrokeshire in 2026, and organisers have named the officials who will steer this major cultural event over the next year and a half.

With the artistic and local committees already established, meetings to finalise competitions and adjudicators are underway to ensure the List of Competitions is ready by spring. Committee members have also been voting over the past weeks to elect key officials for the Executive Committee.

John Davies, former leader of Pembrokeshire County Council, has been appointed Chair of the Executive Committee. Known for his deep connection to Pembrokeshire and extensive experience with national organisations, Davies aims to make the Eisteddfod a true community event, welcoming involvement from all corners of the region.

Tegryn Jones, Chief Executive of Pembrokeshire Coast National Park, takes on the role of Deputy Chair (Strategy). With a strong passion for Welsh culture and language, Jones brings a wealth of experience working with local communities, visitors, and volunteers across three counties.

Deputy Chair (Culture) is Carys Ifan, Director of Canolfan Egin and a seasoned cultural organiser. Based in Llangrannog and originally from Llandudoch, Ifan has led numerous artistic and community projects across the region.

Cris Tomos, a community development veteran with over 30 years of experience, will lead the 2026 Eisteddfod Local Fund. Working with PLANED, a community development charity, Tomos has supported countless community enterprises and co-operatives in Pembrokeshire, Ceredigion, and Carmarthenshire.

Non Davies, recently elected as Executive Committee Secretary, brings extensive cultural management expertise as Ceredigion County Council’s Corporate Manager for Culture. Having chaired the Cardigan Local Fund Committee for the 2022 Ceredigion Eisteddfod, Davies is well-versed in managing cultural projects.

National Eisteddfod Chief Executive, Betsan Moses, said: “We’re looking forward to working with John and the team over the next few months as we prepare for the 2026 Eisteddfod.

“There’s almost a quarter of a century since the Eisteddfod was last held in Pembrokeshire, and we’re very much looking forward to returning to the area. 2026 is an important year for us as we celebrate 850 years since the first Eisteddfod was held in Cardigan Castle in 1176.

“We’re looking forward to working in a new way within a catchment area which includes parts of another two counties, which is, of course, a chance to work with local people in Ceredigion and Carmarthenshire again.”

Further announcements are expected in the coming weeks, including the sale of competition prizes and opportunities to donate the Crown and the Chair.

The National Eisteddfod will be held in Llantood from August 1–8, 2026.

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News

Campaigners urge Welsh Government to adopt proportional representation for Local Elections

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CAMPAIGNERS are calling on the Welsh Government to introduce the Single Transferable Vote (STV) system for local elections, following moves by two councils to shift away from the First Past the Post (FPTP) system being blocked on technical grounds.

Yesterday (Nov 14), Ceredigion Council voted narrowly, with an 18 to 17 majority, in favor of adopting STV. This follows Gwynedd Council’s decision last month, where 65% of councillors backed the move. However, both councils have been prevented from implementing STV due to a requirement for a two-thirds majority under the Local Government and Elections (Wales) Act 2021.

In recent consultations, public support for STV has been overwhelming, with over 70% in Gwynedd and 67% in Ceredigion favoring the change. Only Powys Council rejected the proposal, despite 60.5% of its respondents supporting STV. Campaigners argue that the current system deprives voters of representation, citing that over 100,000 people were denied a vote in the 2022 elections due to uncontested seats.

The Electoral Reform Society Cymru (ERS Cymru) highlights the contrast with Scotland, where the introduction of STV for local elections in 2007 has significantly reduced uncontested seats. According to ERS Cymru, Scotland has had fewer uncontested seats in the last four elections combined than Gwynedd Council recorded alone in 2022.

Jess Blair, Director of ERS Cymru, said:

“Decisions made in council chambers affect everyone in those areas, so every vote should count. It’s absurd that councils choosing STV are blocked by a technicality, leaving them stuck with an outdated system that denies representation to thousands. The Welsh Government must act to avoid repeating the undemocratic outcomes of the last elections.”

Campaigners are now calling on the Welsh Government to introduce STV across all councils in Wales, ensuring representation that reflects the electorate’s wishes.

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