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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”

Crime

Leaked messages point to leadership crisis at HMP Parc

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Staff mocked suicide and bragged about assaults as G4S failed to intervene

A CULTURE of violence, cruelty and neglect flourished unchecked at HMP Parc — which houses many prisoners from Pembrokeshire — while prison leadership appeared to look the other way, a cache of leaked messages obtained by The Herald suggests.

The explosive text and social media messages — exchanged between serving and former officers at the privately-run Bridgend jail — reveal not only a disturbing level of misconduct among some frontline staff, but a prison seemingly adrift, without effective oversight or internal accountability.

Officers joked about suicide attempts, bragged about violent assaults, and casually described provoking vulnerable inmates into confrontation — all in the open, with no reference to line managers, disciplinary consequences, or intervention from senior staff.

In one message, an officer writes: “Let’s push him to go tomorrow so we can drop him.” Another adds: “They smashed him into the shower lol,” with a colleague replying: “Good! I hope they hurt him too.”

In a separate conversation, a prisoner who had slit his wrists is described as “daft” and someone who should be sent “to a f lonnie bin.” One officer joked: “He’ll tie a bag around his neck,” followed by: “Too much paperwork,” and “Don’t have to do paperwork if you pretend not to see it.”

Parc Prison, Bridgend (Pic: Herald)

No fear of consequences

The messages, some of which were shared on social media last summer, contain no suggestion that those involved feared being caught or disciplined. In fact, the tone throughout is brazen, boastful and often gleeful — pointing to what campaigners now describe as a complete failure of leadership inside the prison.

“There’s no mention of superiors, no sense that anyone was trying to stop this,” one prison reform advocate told The Herald. “That tells you everything you need to know about the culture at the top.”

The Herald was the first to report on the leaked messages, which have since been seen by national media including the BBC, PA and The Independent. Their contents have now become part of an ongoing criminal investigation by South Wales Police.

Ten officers arrested — but no managers held accountable

Since September 2024, ten officers at HMP Parc have been arrested on suspicion of assault and misconduct in public office.

Four arrests were made on 20 September 2024, but all four individuals were later released without charge. In January 2025, six more officers were detained, with five bailed until the end of April and one released under investigation.

South Wales Police told The Herald: “The investigation remains ongoing, and officers are continuing to work closely with G4S.”

Despite the scale of the investigation, no senior managers or governors at the prison have been suspended, dismissed, or formally investigated. G4S has confirmed that three of the officers arrested in the first phase have been dismissed, and a fourth remains suspended pending disciplinary action.

Campaigners say that is not enough.

“If this level of abuse was happening openly among officers, leadership either knew and did nothing, or they were completely unaware of the day-to-day culture inside their own prison,” one former prison inspector said. “Either way, it’s a failure.”

Seventeen deaths in one year

The crisis at Parc has unfolded against a grim backdrop: seventeen inmates died in the prison during 2024, making it the deadliest prison in the UK that year.

In a letter to the House of Lords’ Justice and Home Affairs Committee in October, Prisons Minister James Timpson confirmed that the Ministry of Justice’s anti-corruption unit is actively investigating the facility.

In December, MPs were told that organised criminal gangs were smuggling drugs and weapons into Parc via children’s nappies and industrial drones. A riot in 2023 led to the replacement of the prison’s director by mutual agreement, with new leadership installed — but problems appear to have persisted.

“Catastrophic safeguarding failure”

In March 2025, The Herald reported on a separate police investigation into the alleged sexual assault of a vulnerable young inmate on X1 Wing. The victim, aged 18–19, was reportedly scalded with boiling water and forced to perform a sexual act at knifepoint by a known high-risk offender.

Campaigners questioned how the attacker — flagged in his OASys risk assessment as dangerous and premeditated — was allowed to share a cell with a vulnerable young prisoner.

Zack Griffiths, of the HMP Prisons Justice Group, said: “A vulnerable young person was left exposed to a violent, dangerous offender, and the consequences have been devastating. This isn’t just an individual crime — it’s a catastrophic failure of the prison system to safeguard those in its care.”

G4S response and silence from above

In a statement, a spokesperson for G4S said: “We are absolutely committed to rooting out any wrongdoing. Of the four individuals who were arrested and released without charge by South Wales Police, three have been dismissed from the company and one remains suspended pending the outcome of a disciplinary process.
Our staff are expected to treat everyone with dignity and respect and we have a zero-tolerance approach to dealing with any staff behaviour that falls short of our standards. The vast majority of our staff are hardworking and honest.”

The Prison Reform Trust declined to provide an on-the-record statement, but confirmed they have been hearing concerns from prisoners at HMP Parc and offered to speak off the record about broader issues within the prison system.

Calls grow for independent inquiry

With police investigations continuing, no charges brought, and no senior leadership held publicly accountable, calls are growing for a fully independent public inquiry into how HMP Parc has been run — and how such a corrosive environment was allowed to take hold.

“This isn’t just about a few bad officers,” one whistleblower said. “This is a broken culture, and it starts at the top.”

Parc, the largest prison in Wales, remains one of the few in the UK run by a private contractor. For families of those who died behind its walls, and for the growing number of victims still inside, answers cannot come soon enough.

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News

Concern as just 3% of Dyfed-Powys arson cases result in charges

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ONLY 3% of arson cases investigated by Dyfed-Powys Police in the past three years have led to charges, sparking serious concerns about the force’s ability to bring offenders to justice.

Data obtained by Legal Expert shows that of the 558 arson offences recorded across the Dyfed-Powys area since 2021, just 18 resulted in someone being charged. Despite 56 arrests being made, the vast majority of cases were closed without prosecution, while many others remain unresolved.

Llanelli worst-hit by arson

The town of Llanelli recorded the highest number of arson incidents in the region, with 105 offences logged over three years. Ammanford followed with 69, Pembrokeshire South with 60, Brecknockshire with 57, and Montgomeryshire with 41.

Cardigan was the quietest area, with just 15 recorded arson cases.

Low charge rates seen across UK

Men accounted for 73% of the suspects—slightly below the UK average of 80%

The figures from Dyfed-Powys mirror a wider national issue. A survey of 31 UK police forces found that fewer than 5% of arson investigations resulted in a charge. In Essex, only two people were charged despite more than 3,000 arson reports.

Home Office statistics published in January show that in the year to September 2024, only 4.4% of criminal damage and arson offences led to a charge or summons—up only slightly from 4.1% the previous year. Around 70% of arson investigations were closed without identifying a suspect.

Teenagers among suspects

Of the 56 arson suspects identified by Dyfed-Powys Police, 11 were under the age of 18. This included three 12-year-olds and four aged 13 or 14. The most common age group was people in their 30s (16 suspects), with only nine in their 20s. Men accounted for 73% of the suspects—slightly below the UK average of 80%.

Dyfed-Powys was also the only force in the country to report zero repeat arson offenders during the three-year period.

Victims left without compensation

Alongside low prosecution rates, victims of arson are also struggling to receive compensation. Of 464 claims made to the Criminal Injuries Compensation Authority (CICA), just 76 resulted in a payout.

In 2024, only 17 people across the UK received compensation for injuries sustained in arson attacks. Common reasons for claims being rejected included the offence not being classed as violent, or the injuries not meeting CICA’s compensation threshold.

The total payout to arson victims over the three years was £102,260, with an average payment of £1,345. So far in 2024, just £2,400 has been awarded, despite 79 claims being submitted. Nearly 200 victims are still waiting for a decision.

Legal expert urges victims to seek help

Ellie Lamey, a criminal injury specialist at Legal Expert, said many victims may not realise they are entitled to compensation even if no one is convicted.

“It’s incredible that so few people have made a claim when thousands of arson offences have affected lives around the country,” she said. “Victims might be wondering how to get some form of justice.

“They don’t need to wait for a conviction to seek compensation. As long as they report the crime and cooperate with police, they may be eligible to apply.”

Legal Expert provides round-the-clock advice on CICA claims and support for those affected by violent crime.

Police defend response—comments seen as downplaying scale of issue

Detective Chief Superintendent Ross Evans of Dyfed-Powys Police said: “Dyfed-Powys Police is committed to following up all crimes including arson-related offences together with our partner agencies.

“While the article matches our own data, it doesn’t include a breakdown of the level of risk to life, which gives a bit more context. In the past three years, nearly 85% of arson incidents reported did not pose a danger to life.

“We see more damage-related offences than actual attacks on people or property, and due to the nature of some of these incidents—such as bin fires, small grass fires and litter fires—they can be difficult to detect.

“Of the 15% which did pose a risk to life, a charge rate of 17% was achieved.

“When arson incidents occur, police investigate to identify and bring any offenders to justice. We encourage members of the public to report any offences to us via 101, through our website, or by calling Crimestoppers anonymously on 0800 555 111.”

However, some of the comments made by police have been seen as attempting to downplay the scale of the problem—particularly when the overwhelming majority of arson offences go unpunished, and victims are left without justice or compensation.

Cover picture:

Park Church when it went up in flames in 2015 (Image: Gayle Marsh)

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News

Cleddau Bridge Hotel site housing development takes a step forward

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CASTELL GROUP, in partnership with Pembrokeshire County Council, have completed the sale for the redevelopment of the former Cleddau Bridge Hotel site.

The site in Pembroke Dock was acquired by Castell unconditionally in April 2024.

Planning and Sustainable Drainage Approving Body approval has since been secured, enabling completion to be finalised and move to the next phase in bringing the site back to life.

The site has been vacant following a fire in 2019, which has left the building badly damaged and a blight on the local landscape.

The new development is set to revitalise the site, bringing fresh investment and economic benefits to the area.

Utilising social housing grant from Welsh Government, the site will develop 35 much needed social rented homes to the area.

These 35 homes will range in size and consist of various affordable housing, such as social, supported, and intermediate rent.

All properties will be owned and rented by Pembrokeshire County Council.’

Dorian Payne, Managing Director at Castell Group said: “We are delighted to reach this critical stage in the redevelopment of the Cleddau Bridge Hotel site.

“We are excited to move forward with the construction in collaboration with Pembrokeshire County Council.”

The announcement of the completion of the contracts between Castell Group and Pembrokeshire County Council’s demonstrates both parties’ commitment to delivering high-quality housing and bringing brownfield sites back into use.

The project is expected to break ground shortly.

Cllr Michelle Bateman, Cabinet Member for Housing, said: “This site has been derelict since the fire in 2019 so it’s fantastic news that it will now be developed into high quality affordable housing.

“We are committed to increasing the supply of affordable housing and this development, in one of our largest towns, will play a part in meeting the demand for housing in Pembrokeshire.”

Cllr Joshua Beynon, the local member, added: “I am really pleased to see the Council developing this piece of land that has been left as an eyesore since it caught fire some years ago. Housing is what we need and I’m really pleased to see it happening here.”

Anyone interested in applying for one of the homes will need to have an up-to-date housing application.

If you have any queries please email the Customer Liaison Team at devCLO@pembrokeshire.gov.uk or phone them on 01437 764551, or view Housing’s Facebook page: Pembrokeshire County Council Housing Services | Facebook

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