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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

Arrest after fatal Carmarthenshire hit-and-run

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A MAN has been arrested following a fatal hit-and-run collision in Llanpumsaint, Carmarthenshire, on Monday (December 23), which claimed the life of 38-year-old Aaron Jones.

The incident happened near Caer Salem Baptist Chapel between 6:45pm and 7:45pm while Aaron was walking his dog. Police said the vehicle involved, a blue car with noticeable damage, was travelling northbound through the village at the time of the collision.

Dyfed-Powys Police confirmed that the vehicle believed to have been involved has now been located, and a 27-year-old man has been arrested on suspicion of causing death by dangerous driving, failing to stop for a collision, and failing to report a collision.

Specially trained officers are supporting Aaron’s family, who have asked for privacy during this difficult time.

A spokesperson for Dyfed-Powys Police said: “We are appealing to anyone who may have seen the vehicle or has dashcam footage from the area during the relevant times to contact us immediately.”

The road remains closed while investigations continue, and residents can expect an increased police presence in the area.

Anyone with dashcam footage, doorbell camera recordings, or CCTV footage from the area is urged to check their recordings and contact Dyfed-Powys Police immediately using the details provided in the comments.

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Community

Lord Nelson Hotel refunds lucky couple the full cost of their wedding day

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WHAT an amazing Christmas present!

In an extraordinary gesture of generosity, the Lord Nelson Hotel delighted one lucky couple by refunding the full cost of their 2024 wedding. Abby and Simon Hooper, who tied the knot at the historic venue on August 3, were thrilled to learn they were the winners of this year’s giveaway.

The initiative was part of a special promotion open to all couples who celebrated their weddings at the Lord Nelson in 2024. The winners were selected through a random draw using a fair generator system, with the Hoopers emerging as the fortunate recipients.

The hotel has announced plans to continue the tradition in 2025, offering next year’s couples the same opportunity to win their wedding costs back.

A spokesperson for the Lord Nelson Hotel said: “If you’re planning to get married in 2025, it’s not too late to book with us and secure your spot in next year’s draw.

“We are thrilled to celebrate love and create moments to cherish, and this is just one of the ways we give back to our incredible couples.”

Known for its elegant venue spaces and exceptional wedding team, the Lord Nelson Hotel remains a top choice for couples seeking a perfect wedding day. This annual giveaway further cements their commitment to delivering unforgettable experiences.

Abby and Simon Hooper shared their gratitude after their special day: “From start to finish, the team at the Lord Nelson Hotel was incredibly helpful, and nothing was too much to ask.

“The day went smoothly, the food was fantastic, and the staff were polite, hardworking, and attentive. Mia and Jenna, in particular, stood out for their thoughtfulness and attention to detail.

“We couldn’t have asked for a better experience.”

What a pleasant surprise: The fantastic news is delivered (Pic: Lord Nelson Hotel)
The Lord Nelson Hotel in Milford Haven on carnival day
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Crime

Repeat offender jailed for breaching Sexual Harm Prevention Order

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A SERIAL offender who repeatedly defied a Sexual Harm Prevention Order (SHPO) has been handed a three-year prison sentence following his latest breaches while living in Pembrokeshire.

Adrian John Thomas, 31, of no fixed abode, was originally made subject to a SHPO and notification requirements in 2017 after being convicted of offences involving a 14-year-old girl. Despite the restrictions imposed on him, Thomas has shown a persistent pattern of non-compliance.

The latest sentencing at Swansea Crown Court on Thursday (Dec 19) addressed four fresh breaches of the SHPO and one count of failing to meet notification requirements.

Following his release from prison in October 2023, Thomas initially registered at an approved address in Swansea. By January, he had moved to Pembrokeshire and declared himself as having no fixed address to the police.

However, it later emerged that he had moved in with his mother, who resides in sheltered housing, without notifying authorities of his change in circumstances—a direct violation of his notification requirements.

While living with his mother, Thomas took control of her iPhone, setting up a PIN and facial recognition lock without her consent. He then used the device to create multiple social media accounts, including Instagram, Gmail, and Facebook profiles, all in clear breach of his SHPO terms.

The court heard how Thomas’s actions left his mother feeling distressed and powerless in her own home.

Prosecutors revealed Thomas’s extensive criminal history, including eight previous convictions spanning 15 offences. Between February 2019 and October 2022 alone, he breached the SHPO 11 times and once failed to comply with notification requirements, resulting in multiple prison sentences.

In mitigation, the defence argued that Thomas had shown remorse and was struggling with his mental health. They claimed he had no viable housing options other than moving in with his mother or living in a tent.

Judge Paul Thomas KC delivered a stark assessment of the defendant’s repeated disregard for court orders.

“Your track record shows a persistent determination to flout the Sexual Harm Prevention Order placed on you after a serious child sexual offence conviction,” the judge said.

“You have breached this order and notification requirements time and time again. You misled the police about your living arrangements, manipulated your mother’s phone despite her pleas, and did so while on licence from a previous sentence.”

The judge concluded: “You seem entirely undeterred by the consequences of your actions.”

Thomas was sentenced to three years in prison, with a review of the SHPO’s duration scheduled for January.

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