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.



Chris Ebsworth: Managing Director, Folly Farm Adventure Park and Zoo

After leaving school I joined the marketing department at Butlins Holidays before returning to university to study for a degree Leisure and Tourism. After graduating I spent a year working at Disney’s Florida resort before returning to join the family at Folly Farm. After successfully managing each department within our business I was appointed as MD in 2005 and now direct the company’s operations.



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.



Simon Vickers: Owner, The Griffin, Dale

Having studied Architecture in Cardiff and working in Oxford for a number of years. Simon and his wife Sian moved to Pembrokeshire in 2010. Simon had holidayed in Dale since childhood and Sian was born here. With no background in commercial kitchens but a passion for food and cooking he took on the Griffin, Dale. He has been at the helm for the last 11 years, taking the traditional pub to a new level of food and turned the Griffin into a destination seafood haven.


Di Clements

Di Clements: Deputy 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 Deputy 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.