Business
Herald unveils digital plan to build stronger connections with readers across the county
Newsletters, WhatsApp alerts, an upgraded e-edition and authentic video are among the measures aimed at strengthening independent local journalism
FOLLOWING a record-breaking year of digital reach, The Pembrokeshire Herald has announced an ambitious plan for 2026 to forge stronger, direct relationships with readers throughout Tenby, St Davids, Haverfordwest, Milford Haven and every corner of Pembrokeshire.
In 2025, the Herald said it delivered trusted hyperlocal journalism that resonated widely. The title said its website, pembrokeshire-herald.com, welcomed more than 1.1 million active users and generated 4.8 million page views, while its Facebook content achieved more than 100 million views, according to platform insights. The Facebook page now has more than 55,000 followers.
The Herald said the figures represented more than numbers, describing them as evidence of thousands of conversations, shared stories, lively debates, and moments when its reporting made a difference in daily life – from coastal safety alerts and farming updates to council decisions, charity successes, and the everyday stories that connect communities.
The announcement is being shared alongside imagery celebrating Pembrokeshire’s coastlines, rural heartlands and towns – the landscapes that form the backdrop to the stories covered each day.

The Editor, Tom Sinclair said: “We’ve built huge audiences through Facebook, search and word-of-mouth, but no single platform should control how local news reaches local people. In 2026 we’re investing heavily in direct channels — newsletters, WhatsApp alerts, our evolving e-edition and authentic video — so every reader, whether in rural north Pembrokeshire or coastal Tenby, gets the stories that matter most, delivered reliably and personally.”
He added: “This isn’t about abandoning social media — it’s about making sure our independent journalism isn’t at the mercy of algorithms, while still allowing our high-engagement local content to shine wherever it performs best.”
The Herald said the shift is driven by ongoing changes across the digital landscape, including Facebook’s continued emphasis on short-form Reels, personal interactions among friends and family, and meaningful engagement over traditional news links. While some community-focused content may still perform strongly, the Herald said wider trends show audiences increasingly fragmenting across video platforms and social feeds, making reliance on any one third-party channel unpredictable for sustained local journalism.
The Herald said the plan is intended to strengthen resilience by expanding “owned” channels, creating stable and direct audience relationships, dependable delivery, and sustainable revenue to protect independent reporting for years to come.
Our 2026 diversification plan: Putting readers and communities first
Hyperlocal email newsletters – Daily and weekly editions tailored to different areas and interests, including Tenby tourism and events, Haverfordwest business round-ups, rural farming updates, and coastal community highlights.
Premium digital e-edition – The Herald’s free weekly e-paper will evolve into a “beautiful, ad-light, offline-friendly experience,” aimed at readers in areas with variable connectivity, with subscriber perks including in-depth columns and early access.
Authentic video on YouTube and TikTok – Short explainers featuring local voices, including 60-second council decision breakdowns, farm stories and community event highlights, with an emphasis on substance rather than viral trends.
WhatsApp channels for instant alerts – Breaking news, severe weather warnings, road closures and urgent updates delivered near-instantly, which the Herald said is well suited to the county’s rural and coastal geography.
Expanded community correspondents – More readers will be invited to submit stories, photos and video, with the aim of ensuring every part of Pembrokeshire is reflected in coverage.
Thoughtful presence on emerging platforms – Testing Threads and Bluesky for deeper discussion on local politics, planning and community issues, alongside optional low-cost subscriptions (£2–£5 per month) for premium features, while keeping core news free and accessible.
Why this matters – to readers, advertisers and the team
The Herald said the plan is designed to ensure that the news shaping daily life in Pembrokeshire arrives directly, dependably and without interference, whether readers are in rural communities, market towns or coastal areas.
For advertisers and local businesses, the Herald said the changes will open targeted opportunities across high-engagement channels, including newsletters, the e-edition, authentic video and community-driven content. The Herald said this will help businesses reach a loyal local audience while supporting independent journalism.
The Herald thanked readers for sharing posts, submitting tips and taking part in conversations, and paid tribute to staff and contributors, describing the plan as the result of sustained dedication.
Readers are being encouraged to sign up for hyperlocal newsletters, WhatsApp alerts, the upgraded e-edition, or to become a Community Correspondent by visiting pembrokeshire-herald.com. The Herald said it will also share rollout updates on Facebook.
Diolch yn fawr — let’s keep telling our stories, together.
Business
205-unit storage site at Pembrokeshire farm submitted to planners
A CALL to allow a Pembrokeshire farm to keep a storage facility for more than 200 caravans, boats, cars and farm machines as a form of diversification has been submitted to county planners.
In an application to Pembrokeshire County Council, Mr & Mrs Davies, through agent A.D Architectural Design Consultants Ltd, seek retrospective permission for a farm diversification scheme to accommodate the storage of caravans, boats, cars and farm machinery in four of eight agricultural sheds and on hard-standing concrete courtyards at Froghall Farm, Spittal.
The works were completed back in 2019.
A supporting statement accompanying the application said: “At present, four of the eight shed structures on the site form part of the caravan and boat storage scheme, with additional touring caravans stored externally on the concrete courtyards.”
It said the storage provision was split as follows: Shed 1 – farm workshop, and 30 caravans, motorhomes, boats & cars; shed 2 – 16 caravans; shed 3 – 28 caravans, motorhomes, boats & cars – 28; shed 8 – cubicle shed, 11 units of farm machines, motorhomes & caravans; courtyard storage of 120 touring caravans, for an overall storage of 205 units.
The statement added: “It would take place in an accessible location, would incorporate sustainable transport and accessibility principles and would not result in a detrimental impact on highway safety or in traffic exceeding the capacity of the highway network; access road is a no-through road with no increase in traffic due to the nature of development.
“There won’t be a constant stream/flow of traffic as the site’s used for storage. Our client offers a towing service to sites in and around Pembrokeshire, which is used by 45 per cent of their customers, who are unable or prefer not to tow themselves. This gives our client control over the flow of traffic.”
The application will be considered by county planners at a later date.
Business
Wolfscastle spa earns prestigious AA recognition
WOLFSCASTLE COUNTRY HOTEL and Spa in Pembrokeshire is celebrating national recognition after its luxury spa was included in the prestigious AA Recommended Spa Awards.
The accolade highlights the hotel’s commitment to delivering high-quality wellbeing experiences, exceptional service, and first-class facilities.
The AA Recommended Spa status is awarded to venues that provide an outstanding guest experience, combining professional expertise, premium treatments, and a relaxing environment. The recognition places Wolfscastle among a select group of leading spa destinations across the UK.

Hot stone massage in the Wolfscastle Country Hotel & Spa treatment room.
The spa, which has been open for nine years, has established itself as one of Pembrokeshire’s top wellness destinations, welcoming both hotel guests and day visitors seeking relaxation in a tranquil countryside setting.
Facilities include hydrotherapy experiences, thermal suites, and dedicated relaxation areas, alongside a wide range of luxury treatments designed to help guests unwind and recharge.
Bethan, Spa Manager at Wolfscastle Country Hotel & Spa, said: “We’re absolutely delighted to be recognised by the AA as a Recommended Spa. The team here work really hard to make sure every guest feels relaxed, welcomed and properly looked after from the moment they arrive.
“To receive this recognition is very special for us and reflects the care and effort our therapists put into every treatment.”
The award further strengthens the hotel’s reputation as one of West Wales’ leading hospitality destinations, offering award-winning dining, boutique accommodation, and premium wellness experiences.
Guests can enjoy spa days, overnight breaks, and tailored treatments throughout the year.
For more information or to book, visit www.wolfscastle.com.
The hotel is also marking a significant milestone this year, with owner Andrew Stirling celebrating 50 years at the helm.
Business
Pembroke South Quay boat shed expansion plans submitted
A PADDLEBOARDING and canoeing company’s call for an extension to a boat shed at Pembroke’s South Quay, below its historic castle, has been submitted to county planners.
In an application to Pembrokeshire County Council, G Booth of Paddle West CIC, through agent James Dwyer Associates, seeks permission for an extension to the stone-built boathouse, adjacent to the cliff on South Quay fronting the Mill Pond, Pembroke.
A supporting statement says: “It is intended to erect a single storey ‘lean-to’ building, or ‘shed’ for the storage of boats, such as canoes and kayaks, and related equipment, on a vacant space adjacent to the existing stone-built boathouse.”
It adds: “The boathouse and the intended adjacent boat storage shed is located, as is to be expected, in close proximity to water, the Mill Pond. The Mill Pond is the main area of activity for Paddle West, a Community Interest Company, providing boating activities, kayaking, canoeing and paddle boarding, frequently for young people and families.”
It goes on to say: “It is intended that the structure would be lightweight, erected on the exiting hard standing. The ‘shed’ would be used for the storage of boats and related equipment.”
With regard to the historic setting, it adds: “Although the stone-built boathouse appears not to be listed, it is recognised that the walls above are listed and together they are a piece.
“Accordingly, through form and external materials proposed, timber cladding and profile sheet roofing, the aim is to ensure that the structure would be subservient and muted and not detract or compete with the visual aesthetic of the boathouse or historic walls. In effect the addition would blend into the background.”
The application will be considered by county planners at a later date.
The boathouse is sited near to the new Henry Tudor Centre in South Quay, which is due to open in Spring 2027.
The centre, expected to receive around 30,000 visitors a year, will tell the story of Henry Tudor, son of Pembroke, his Welsh ancestry and his impact on our national story, Welsh culture and our wider British heritage.
The restored derelict South Quay buildings will also house a new library and community café, and a healthcare, social services and supported employment facility in the adjoining premises.
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