News
‘Visit Pembrokeshire’ is new the destination management organisation for county
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”
Local Government
Cabinet backs major leisure investment plan for Pembrokeshire
New centres proposed for Milford Haven and Pembroke as ageing facilities face replacement
PEMBROKESHIRE COUNTY COUNCIL’S Cabinet has approved a major investment programme aimed at transforming leisure facilities across the county.
The multi-million-pound Leisure Investment Programme includes plans for new leisure centres in Milford Haven and Pembroke, alongside a £4.6 million package to repair and extend the life of Tenby’s swimming pool.
Cabinet members were told that both Pembroke and Milford Haven leisure centres are reaching the end of their usable life. Pembroke Leisure Centre opened in 1974, while Milford Haven’s facility followed in 1984, ten years after the site’s original swimming pool.
The report highlighted that maintaining the ageing buildings would require millions of pounds in ongoing repairs, with replacement now seen as the most sustainable long-term solution.
For Milford Haven, Cabinet approved £1.2 million to develop detailed plans, including design work and pre-construction activity. The proposed new leisure centre would be built alongside the town’s planned new primary and secondary school development.
In Pembroke, councillors agreed £195,000 to carry out feasibility studies for a new leisure centre on the existing site.
Meanwhile, Tenby’s swimming pool will receive a £4.6 million capital grant awarded to the Tenby and District Swimming Pool Association, which owns the facility. The funding is expected to extend the pool’s lifespan by at least ten years, allowing time to explore longer-term options, including possible integration with future secondary school provision in the town.
Cllr Rhys Sinnett, Cabinet Member for Residents’ Services, said the decision marked a major step forward.
He said: “We have taken a significant step towards delivering leisure facilities that are fit for the future and meet the needs of our communities.
“We are committed to providing high-quality sports and leisure provision across Pembrokeshire, and where significant investment is required, we will not shy away from it. These facilities play a vital role in supporting long-term health and wellbeing.”
Health
Owain Wyn Evans highlights hearing health concerns across Wales
NEW research has revealed just how closely sound is linked to identity in Wales — but also raised concerns about declining hearing health across the country.
A study commissioned by Specsavers and fronted by broadcaster and drummer Owain Wyn Evans found that nearly half of adults in Wales have noticed changes in their hearing in recent years, yet many are failing to act.
Sound shapes Welsh identity
The research found that seven in ten people in Mid and West Wales (69%) say hearing a Welsh accent is what makes Wales feel most like home. Over half also pointed to the Welsh language (59%) and the sounds of the countryside (57%) as central to their sense of belonging.
Community events also play a key role, with 68% saying occasions such as Eisteddfodau and local fêtes bring people together through shared sound — more than those who cited singing at rugby or football matches (59%).
Overall, 65% of respondents said sound is an important part of their Welsh identity, with Welsh choirs (54%) and everyday language (53%) also featuring strongly. Around 40% said losing the ability to hear these sounds would make them feel less connected to Welsh culture.
Hearing issues on the rise
Despite this strong emotional connection to sound, the study highlights growing concerns around hearing health.
Some 45% of adults said they have noticed changes in their hearing in recent years. However, more than a quarter have taken no action.
Exposure to loud environments appears to be a key factor. Nearly three in ten people (29%) reported experiencing temporary muffled hearing or ringing in their ears after live music or gigs, while one in five (21%) said the same after visiting nightclubs.
Across Wales, 38% said they had experienced similar symptoms after live events, yet only 24% of those who noticed a decline in their hearing had a hearing check in the past two years. More than a quarter (28%) said they have taken no action and do not plan to.
Owain Wyn Evans shares personal experience
The findings are personal for Owain Wyn Evans, 42, who has experienced hearing changes himself.
The Ammanford-born broadcaster said: “I first noticed changes to my hearing about five years ago. I’ve been drumming since I was ten, often in very loud environments like rugby and social clubs, and over time I realised I was missing parts of conversations.
“It was a shock to be told there had been changes, but it made me take my hearing health seriously.
“Sound is such a huge part of who we are in Wales — from the countryside to the sea. Protecting our hearing means protecting those connections.”
Barriers to seeking help
Despite recognising the importance of hearing, one in three people (33%) admitted they have never taken steps to protect it. More than a third (38%) said they would feel more confident wearing glasses than using hearing devices.
For some, taking action has been life-changing. Cardiff-based former DJ Amal Luchmun, 56, said hearing loss had begun to affect everyday life.
“My hearing loss became a conversation killer,” he said. “I’d find myself guessing what people were saying and avoiding noisy environments because it was exhausting.
“Since getting a hearing device, the difference has been huge. I recently went to a Six Nations match and could hear everything clearly and chat easily with people around me.”
Experts urge early action
Annie Morris, head of clinical performance at Specsavers, said hearing changes often go unnoticed.
“Changes to our hearing usually happen gradually, and the brain adapts to missing sounds,” she said. “People often don’t realise how much they’re missing until it starts to affect conversations.
“On average, people wait around ten years before seeking help. While hearing loss can’t be reversed, acting early can slow further decline.”
She added that simple steps such as wearing ear protection in loud environments and booking regular hearing checks can make a significant difference.
Checks available across Wales
Specsavers stores across Wales offer hearing tests both in-store and through home visits for those unable to travel.
News
Wales faces infrastructure shortfall without urgent reform, commission warns
WALES risks falling behind on its long-term infrastructure needs unless major barriers to planning, funding and delivery are tackled, a leading advisory body has warned.
The National Infrastructure Commission for Wales (NICW) this week (Mar 23) published two major reports setting out what the country will need over the next 80 years — and why current systems are failing to deliver.
The Wales Infrastructure Assessment examines key sectors including energy, transport, water, digital and the circular economy, while a separate Infrastructure Delivery Report focuses on how projects can be better planned, funded and completed.
The Commission says that despite strong policies already in place, many major projects are delayed or fail to progress due to systemic problems. These include complex approval processes, short-term political and funding cycles, and a shortage of skilled workers.
It also highlights a lack of joined-up thinking across sectors, with transport, energy and digital systems often planned in isolation, leading to inefficiencies and missed opportunities.
Concerns were also raised about fragile confidence among communities and investors, driven by frequent policy changes, inconsistent engagement and uncertainty over long-term funding.
NICW has identified eight priority actions to improve delivery, including longer-term funding commitments, planning reform, better collaboration between sectors, investment in skills, and earlier engagement with communities.
Dr David Clubb, Chair of the Commission, said: “Wales has no shortage of ambition. What we face is a shortage of delivery. Unless we address the structural barriers in the system, we will not meet the needs of current or future generations.
“The next Senedd must be prepared to make long-term, and sometimes difficult, choices.”
The reports also stress the importance of better data and long-term planning, drawing on international approaches to support more informed decision-making.
With the Senedd election approaching, the Commission said the next Welsh Government will have a critical opportunity to reset how infrastructure is delivered — and warned that failure to act could undermine economic growth, climate targets and public confidence.
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