Meet the team

Directors at Visit Pembrokeshire




Jane Rees-Baynes: Chair and owner, Elm Grove Country House

Jane has been on the board of Visit Pembrokeshire (and previously Pembrokeshire Tourism), for over 10 years – holding the chair position for a number of years. Along with her husband, Jane is the third generation to run Elm Grove Country House, St Florence. With hospitality in her blood, Jane is passionate about the work Visit Pembrokeshire are doing in representing the trade and growing tourism.


Neil Kedward

Neil Kedward: Founder and Managing Director of the Seren Collection and Routescape

Seren Collection is a group of high quality hospitality venues in South West Wales which include the 5 Star Grove of Narberth hotel and restaurant, the Michelin starred Beach House Restaurant on the Gower and the Coast Restaurant and Kiosk Café in Saundersfoot. Routescape is a tailor made travel company launched in 2018 which creates bespoke luxury journeys across Great Britain, France and Ireland.



Sophie Hurst: Owner, Preseli Venture Activity Centre

Sophie moved to Pembrokeshire 32 years ago and founded an outdoor adventure centre and ecolodge on the north Pembrokeshire coast, Preseli Venture. In 2020 she set up Preseli Glamping, a Greener Camping Club camp site. She is a founding member of the Pembrokeshire Outdoor Charter Group, and has served on the committee of the North Pembrokeshire Transport Forum. Sophie has always prioritised a sustainable approach to tourism.



Tim Rees: Managing Director, Unearthed Festival

Born in Pembrokeshire Tim Rees is Managing Director of Unearthed Festival and Treedwellers a festival and treehouse resort respectively. Tim has a passion for sustainability and sees many great opportunities for Pembrokeshire under the stewardship of Visit Pembrokeshire.



Di Clements

Di Clements: Chair of Pembrokeshire Coast National Park Authority

Di Clements runs a dairy farm with her husband and son. She lives just outside Narberth, in the heart of the Pembrokeshire Coast National Park. She is the county councillor for Martletwy and Chair of Pembrokeshire Coast National Park Authority. She also runs a small farm-based tourist accommodation business. Di loves walking the coast path, running and cycling.



Iwan Thomas

Iwan Thomas: Chief Executive Officer of PLANED

Iwan Thomas is the Chief Executive Officer of PLANED, a community development organisation that has been operational within Pembrokeshire for over 30 years. It is the voice and input of communities that Iwan is passionate about bringing to discussions within the Visit Pembrokeshire Board, to continue to build on the strong relationships between the tourism & hospitality sector and the local population, which supplies the skills, goods and services for these businesses.


Paul Miller

Cllr Paul Miller:

Pembrokeshire County Council Cabinet Member for Economy, Tourism, Leisure and Culture.


Ed Tomp

Ed Tomp:

Ed Tomp is a retired oil industry executive with extensive international experience. He is a director of Redhill High School in Clynderwen. Ed has served on the Swansea Bay City Deal Economic Strategy Board, the Haven Waterway Enterprise Zone Board, and the Pembrokeshire College Governing Body. He has lived in Pembrokeshire with his family for the last 15 years.


Emyr Afan

Emyr Afan:

Emyr is the owner of Whitesands Beach Cottages, a group of luxury cottages and period farmhouse to rent that look out over the award-winning beach of Whitesands Bay, along with his wife, Mair. In 1995, he co-founded Avanti Media which he has built into one of the most successful TV and Events production companies in Wales with offices in Cardiff and Manchester. Emyr is passionate about trying to protect what everyone loves about Pembrokeshire and greatly enjoys cycling, wild swimming, music and walking his dog Teddie on the coastal path.




Ed Tomp

Nick Newmann:

Born in Pembrokeshire, Nick has recently repatriated after 13 years working overseas in Asia. He is the founder and Managing Director of Newgale Holidays Limited, which offers luxury self-catering and camping holidays on the Pembrokeshire coast. Nick also runs a well-invested portfolio of property development and farming businesses in Pembrokeshire and is an active member of the local community. Nick has a passion for sustainability which he champions through all his businesses and local community roles.