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”
Cymraeg
Everyday spaces key to future of Welsh language
EVERYDAY use of the Welsh language must extend beyond classrooms into workplaces, communities and online spaces if it is to thrive, according to a new report.
The study, published by the Commission for Welsh-speaking Communities, highlights the need for greater investment in the social, cultural and digital environments where people live their daily lives.
The report, Cymraeg in every community: strengthening the Welsh language, focuses on areas where fewer than 40% of people speak Welsh. It examines how the language can become a more natural part of everyday life in these communities.
The Commission says that while education remains vital, it cannot carry the responsibility alone. Young people must have opportunities to use Welsh outside school, particularly in activities they enjoy such as sport, youth groups and cultural events.
Among its recommendations is the creation of a dedicated fund to boost Welsh-language content online, including support for young people producing digital media in Welsh.
The report builds on earlier work published in August 2024, which focused on areas with higher numbers of Welsh speakers.
Commission co-chair Dr Simon Brooks said: “To ensure Welsh is a national language that belongs to us all, its future as a community language must be secured in every part of Wales. We urge the next Welsh Government to act on these recommendations with ambition.”
Co-chair Professor Elin Haf Gruffydd Jones added that there is strong appetite to use Welsh, but a lack of spaces to do so.
She said: “More than half of Welsh speakers live in areas where fewer than 40% of people speak the language. Public policy must create the right conditions for Welsh to flourish in everyday settings, with real investment in the spaces where people spend their time.”
She also pointed to international examples, including the Basque Country, where communities have actively created environments for their language to be used naturally.
Cabinet Secretary for Finance and the Welsh Language, Mark Drakeford, said the Welsh Government remained committed to its target of one million Welsh speakers by 2050.
He said: “Significant progress has already been made, with 17 recommendations from the Commission’s first report implemented during this Senedd term. This latest report provides a strong foundation to build on that momentum.”
Entertainment
Huw Edwards criticises TV drama about his downfall
FORMER BBC news presenter Huw Edwards has issued a strongly worded statement criticising an upcoming television drama based on his fall from grace.
Edwards, who received a suspended prison sentence after admitting offences relating to indecent images of children, said the programme was produced without properly checking its claims with him.

The two-part drama, Power: The Downfall of Huw Edwards, features actor Martin Clunes portraying the former newsreader.
In a statement published in the national press, Edwards claimed those behind the programme failed to verify key elements of the story before filming began. He said producers only approached him for comment after production had already been completed, and even then retained editorial control over any response.
He also questioned whether contributors to the programme had been paid, suggesting the drama may not accurately reflect events.
Edwards said he had already expressed “deep regret and remorse” for his crimes during court proceedings, having pleaded guilty at the earliest opportunity.
He added that he found the offences deeply disturbing and offered a further apology, acknowledging that each image involved a real victim.
The former presenter said he is now working on his own account of the events, although progress has been slow due to ongoing health issues. He has previously spoken about long-term mental illness, which he said had worsened in the period leading up to his offences.
However, he stressed that mental health difficulties should not be used to excuse criminal behaviour.
Edwards rose to prominence as one of the UK’s most recognisable news anchors before his career collapsed following allegations of misconduct and subsequent criminal charges.
In September 2024, he was handed a six-month suspended sentence and placed on the sex offenders register for seven years. He was also ordered to complete a rehabilitation programme.
Responding to his criticism, a spokesperson for Channel 5 said the drama was based on interviews with those involved, including the complainant and journalists who broke the story, as well as court reporting and message evidence.
They added that the programme was produced in line with broadcasting regulations and that allegations featured in the film had been put to Edwards through his legal representatives in advance.
Farming
Benefits of breeding for wool quality explained as global demand rises
AS GLOBAL demand for sustainable textiles continues to grow, wool is presenting farmers with a renewed opportunity to increase revenue by improving flock quality.
Competition shearer and sheep farmer Matt Smith has been working for several years to enhance the value of wool from his Romney flock. However, he believes it could take another decade before he achieves the level of fleece quality needed to deliver a significant uplift in returns.

“We have invested heavily in genetics, particularly to improve micron density within the flock,” he said. “High-quality wool is in demand for premium, sustainable clothing, and better micron density combined with a higher comfort factor will always attract stronger prices.”
While his flock already produces wool that commands a good return, Smith believes there is further potential—particularly with the introduction of new technology that allows more precise measurement of wool quality.
“I have been fortunate to trial a new handheld device from Woven Optics, which measures micron and comfort factor in real time,” he explained. “It has allowed me to clearly see how breeding decisions are influencing wool quality.”
Developed in Australia, the Woven Optics device is designed for use in a range of conditions and has proven to be an accurate on-farm testing tool. In the UK, the company has partnered with Heiniger to bring the technology to farmers.
“I have been working with Hefin Rowlands from Heiniger to monitor our Romneys using the device,” Smith added. “While it represents a significant investment, it is small compared to what we already spend on genetics.”
He believes the technology offers farmers a practical way to track improvements and better understand how breeding choices impact wool value.
“It is an enabler,” he said. “Having the ability to test wool on farm in seconds could help shift the industry back towards prioritising wool as a key genetic trait.”
Smith argues that this shift is not just about profitability, but also about animal health and long-term sustainability.
“In recent years, breeding has focused heavily on carcass weight to meet market demand for larger cuts of meat, and wool quality has been overlooked,” he said. “That has had unintended consequences.”
Drawing on his experience as a contract shearer across the UK, Smith has observed a decline in fleece quality in many flocks.
“I am seeing more yellowing in fleeces and a stronger odour, which can increase susceptibility to fly problems,” he said.
He warns that neglecting wool quality may also be contributing to a growing reliance on chemicals, antibiotics and anthelmintics—raising concerns about resistance and animal welfare.
“As a sheep breeding nation, we risk forgetting how important wool quality is to overall sheep health,” he added. “Changes in fleece condition, combined with warmer temperatures, can increase flystrike risk. By breeding for better wool, we can reduce these issues and cut reliance on pharmaceuticals.”
Smith believes that embracing technology such as the Woven Optics device could help reverse current trends.
“Breeding in the wrong direction is not sustainable,” he said. “By improving wool quality, farmers can produce healthier, more valuable sheep. The tools are now available, and the opportunity is there to restore wool as a priority within UK sheep farming.”
-
News6 days agoEmergency services flood Haverfordwest after reports of person in river
-
Crime5 days agoMother given community order after admitting child cruelty offence
-
Health4 days agoNHS waiting list falls — but cancer delays and diagnostic backlog worsen
-
News6 days agoSenedd vote to ban greyhound racing hailed as ‘landmark moment’ by charities
-
News6 days agoSenedd votes to ban Greyhound racing in Wales to protect animal welfare
-
News5 days agoReform secures first Pembrokeshire councillor in Hakin by-election win
-
News6 days agoCould Pembrokeshire hold the key to St Patrick’s lost birthplace?
-
Crime5 days agoWoman stole from pharmacy despite ban, court hears











