SAUNDERSFOOT welcomed in 2026 in spectacular fashion as a record 3,323 registered swimmers braved the icy waters for the town’s 40th annual New Year’s Day Swim, firmly cementing its reputation as the largest festive charity swim in the UK.

Thousands more lined the beach, harbour and village to watch the now iconic “dash and splash”, creating an estimated crowd of more than ten thousand people for what has become one of Pembrokeshire’s most anticipated annual events.

Behind the scenes, organisers say the success of the day was the result of year-round planning by the Saundersfoot Festivities Committee, a volunteer-led group that gives its time freely to deliver an event of national significance.

Safety at the forefront

A major focus of preparations is safety. Organisers work closely with professional water and land-based teams, monitoring long-range weather forecasts, tide times, wind direction and sea temperatures, with daily risk assessments carried out in the run-up to January 1.

The committee said recent tragic incidents elsewhere in the UK, including events on Christmas Day in Budleigh Salterton, served as a sobering reminder of the risks associated with cold-water swimming. Organisers stressed that safety decisions at Saundersfoot are never taken lightly.

The swim is supported by professional water safety teams and emergency services, with organisers also working closely with neighbouring events in Tenby and Porthcawl to share best practice and continually improve standards.

A village celebration

Saundersfoot Beach was once again the focal point for New Year celebrations, with entertainment and activity throughout the morning. The Pembrokeshire Boot Scooters led a lively warm-up on the sand, dancing to House of Bamboo, joined by the event’s mascot Charlie Shivers and thousands of swimmers.

Sam Hughes and Jo, alongside dancers from Escape Youth Musical Theatre, helped lead the crowd through the warm-up, before spectators and swimmers alike joined together for a rousing rendition of Rockin’ All Over the World.

The countdown to the swim was signalled by a firework launch provided by Westcoast Fireworks, longstanding supporters and sponsors of the event.

Fancy dress highlights

As ever, fancy dress played a major part in the spectacle. Janine Lewis and Martyn Williams faced the unenviable task of judging the group and individual costume competitions, with prizes kindly donated by Harbwr Bar and Kitchen.

The Saundersfoot Trotters claimed the group fancy dress award, while Mick Booth took the prize for best individual costume.

Forty years behind the lens

Every swimmer was captured on camera by local photographer Gareth Davies, who has attended every Saundersfoot New Year’s Day Swim since it began. His images have become an enduring record of the event’s growth over four decades.

Photographs from the day can be obtained via Gareth Davies Photography.

‘We could never have imagined this scale’

Saundersfoot Festivities Chairman Chris Williams said the village had once again risen to the occasion.

He said:
“The village and wider community have done us proud once again. Forty years ago, we could never have imagined that this event would grow into something of this scale and national recognition.

“Our driving force has always been the many fantastic charities that benefit from the swim. Four decades on, the event continues to evolve and grow, raising thousands of pounds for good causes.

“The support from Saundersfoot, surrounding areas and visitors from much further afield has been incredible. The numbers in the village over the last few days have been staggering and have provided a welcome boost to local businesses. We sincerely hope this wonderful tradition continues for many years to come.”

Evolving with the times

This year marked the third year of online registration and ticketing, which organisers say has helped manage swimmer safety and cover the rising costs associated with staging such a large-scale event.

Particular thanks were paid to Vicky, Simon and Charlotte for managing registrations and social media, with Charlotte also capturing the build-up and the event itself.

A park-and-ride service from Kilgetty was provided from 10:00am by Taf Valley Coaches, sponsored by the company and widely welcomed by visitors.

Community support and thanks

Medals were presented to swimmers by Côr Y Môr ladies’ choir, and it was fitting that Delwyn Williams, alongside past and present members of Saundersfoot Community Council, officially started the swim in its 40th year. Thanks were also given to Wheelers for the design and support of the commemorative medal.

Organisers acknowledged that rising costs have made it increasingly difficult to keep the event free of charge, with online ticketing helping to secure its long-term future while generating additional funds for charity.

The committee paid tribute to the dedication of safety marshals, bucket collectors and volunteers, as well as sponsors and local businesses — some of whom have supported the swim for more than 25 years.

Thanks were also extended to event safety partners including HM Coastguard, RNLI, St John’s Ambulance, Dyfed-Powys Police, Tenby Fire Brigade and Pembrokeshire County Council, along with numerous individuals and organisations who play key roles behind the scenes.

Special thanks were given to residents and businesses on the Strand for their cooperation with essential road closures, and to Ron Skinner and Son for providing mitigation vehicles.

What happens next

Swimmers who completed sponsor forms are asked to return them to Salt on the Strand, with organisers confirming that participants will be contacted regarding photos, fundraising totals and charity distribution. Further details of a presentation event are expected later this month.

Pics: Gareth Davies/Herald

PEMBROKESHIRE County Council has withdrawn a claim that riding schools could generate up to £7,200 a day, after the figure was challenged by operators and councillors amid growing concern over the accuracy of information used to justify licensing fees.

The issue has now attracted national attention and has been reported in Horse & Hound magazine, a leading rural and equestrian publication.

The figure appeared in a report presented to the council’s Services Overview and Scrutiny Committee on Tuesday (Nov 25), as part of a review of riding establishment licensing charges. The matter was raised again at a full meeting of Pembrokeshire County Council on Thursday (Dec 12).

In the report, officers stated that licensed riding schools typically charge around £80 per rider for a two-hour session, adding that a large establishment running three groups of 30 riders across three sessions a day at weekends “may turn over £7,200 per day”.

That claim was challenged at scrutiny and was later withdrawn by the council.

Fees higher than neighbouring counties

Pembrokeshire currently charges £583 per year for riding schools with up to ten horses, £766.50 for centres with 11 to 30 horses, and £1,112 for those with more than 30. In addition, operators must pay around £300 or more for a compulsory veterinary inspection.

Concerns were raised that Pembrokeshire’s charges are higher than those of neighbouring local authorities, placing local riding establishments at a competitive disadvantage.

Council officers told members that Ceredigion charged £570 for centres with up to ten horses and Carmarthenshire £600. However, those figures were later disputed.

Carmarthenshire charges £408, including the veterinary inspection, for centres with up to ten horses. Ceredigion charges £370 for an initial licence covering six to 15 horses and £354 for renewal. Bridgend charges £352, including the vet, for all riding establishments. All figures are publicly available from the councils concerned.

‘We’re being hammered’

Anita Buxton, who runs a 16-horse trekking centre in Pembrokeshire, told councillors she paid £1,127.26 for her most recent licence, made up of a £766.50 council fee and £360.76 for the veterinary inspection.

Her centre only operates seasonally between October and March.

She said: “If I was two miles away in Carmarthenshire, I would have paid £423 in total.

“I’m trying to be competitive with other centres in Wales – we’re all chasing the same customers and we’re being hammered.”

Ms Buxton said her fees have more than doubled since opening nine years ago, while business has declined.

“They’ve done no research and haven’t consulted anybody – not in Pembrokeshire or anywhere,” she said.

“Our insurance has more than doubled. We make our own hay. We don’t employ staff because we can’t afford to. We’re fortunate not to have rent or a mortgage and still struggle to earn anything above keeping the horses.

“We keep going because of the kids – seeing them come back beaming after a ride up the hill and a canter with the views. But there comes a point where the costs are so extortionate you ask what the point is.”

Real-world pricing

Information provided to The Herald by a local Pembrokeshire riding school further highlights the gap between the assumptions presented to councillors and the realities facing operators.

A 2026 price list shows a half-hour lesson or trek priced at £15, an hour session at £30, and a two-hour trek at £60, with a full-day “own a pony” experience priced at £70.

Operators say such prices reflect rising insurance, feed, veterinary and welfare costs, and bear little resemblance to suggestions that riding establishments could generate thousands of pounds a day in turnover.

Decision-making under scrutiny

The controversy has also raised wider concerns about the accuracy of information used in council decision-making.

The Herald has spoken to Cllr Huw Murphy, of the Independent Group, who said the current licensing fees imposed on riding establishments in Pembrokeshire place them at a clear disadvantage compared with centres operating in neighbouring local authorities.

He said he would seek a review of the licensing structure to ensure accurate information is used before decisions are made, and that meaningful consultation takes place with those operating riding schools before future fee levels are set.

Cllr Murphy said the episode demonstrated how councillors can be left exposed when inaccurate or poorly researched information is placed before them, adding that some members had effectively been “thrown under the bus” by figures which were later withdrawn.

The issue follows similar concerns raised in The Herald’s recent reporting on proposed rent increases, where councillors were asked to consider decisions based on figures that were later disputed, prompting calls for greater scrutiny and transparency.

Council position

Council officers have said licensing fees are set on a cost recovery basis and that the authority does not make a profit from them. Members were also told the last consultation on riding establishment fees took place in 2016.

Council records show the scrutiny committee agreed to note the report and its recommendation, but no decision was taken to amend the fee structure.

At the December council meeting, members were told the £7,200 figure had been withdrawn. Cabinet member Cllr Jacob Williams, Cabinet Member for Planning & Regulatory Services, said the matter would be considered again at a future meeting, expected to take place in January.

‘Lifeblood of equestrian participation’

British Horse Society chief operating officer Sarah Phillips said riding schools are the “lifeblood of equestrian participation”.

She said BHS research shows more than 300 riding schools have closed across Britain since 2018.

“We don’t want to lose any more,” she said.

“Licensing fees are set at the discretion of local authorities, and unfortunately that continues to lead to significant variation between counties.

“These conversations are critical if we are to secure the long-term stability of equestrian businesses and protect horse welfare.”

THE PEMBROKESHIRE U3A Wind Ensemble is preparing for a packed programme of performances in 2026, with appearances planned at civic events, schools and concert venues across the county.

The ensemble has been reflecting on a busy 2025 while looking ahead to a year of new musical opportunities and expanded performances.

Last year saw the group’s first concert take place in May as part of the VE80 commemorations, followed by a demanding schedule later in the year, including performances around Remembrance Sunday and the Christmas period.

As planning for 2026 gets underway, the ensemble has confirmed that it has been invited by Haverfordwest Town Council to support a number of civic events. These include the Mayor Making ceremony, Beating the Bounds and the town carnival, alongside several other public occasions.

The group has also been invited to perform at Roche School as part of its music sessions, as well as visiting the music department at Pembrokeshire College.

In addition, the ensemble is planning a programme of summer and Christmas concerts at venues across Pembrokeshire. It is hoped that these will include performances at the Merlin Theatre, with arrangements also progressing for concerts on a larger scale than those previously staged by the group.

Members of the ensemble have thanked supporters for their encouragement over the past year and say they are looking forward to a busy and eventful 2026, continuing to perform for audiences across the county.