PEMBROKESHIRES tourism operators are looking to Europe to rejuvenate the fortunes of the countys premier industry.

A new company - Pembrokeshire Tourism - has been set up to tap into grant funding opportunities.

It succeeds the Pembrokeshire Tourism Federation, an organisation formed 20 years ago to represent the interests of holiday industry operators.

The Federation was dissolved because a new company limited by guarantee has greater powers to source grants from Europe, including Objective One cash.

An interim board of directors has been appointed and is responsible for recruiting members. A new board will be appointed in the autumn. In the meantime, all tourism operators in Pembrokeshire will be invited to become members and to nominate a director.

The companys chairman is John Lloyd, of Ashwood, Camrose, who ran Rosemoor Country Cottages at Walwyns Castle until his retirement three-and-a-half years ago.

At 73 years of age, Mr Lloyd has come out of retirement to assist with the formation of the company, but has no intentions to become a director.

Others who have been instrumental is establishing the new body include Virginia Lort-Phillips, chairman of the now defunct Federation; Bobby King, chairman of the Pembrokeshire Hotels and Restaurants Association; Simon Meyrick, representing the Pembrokeshire Attractions Association, and Pembrokeshire County Council.

They hope for a good representation from the industry at the first general meeting at the Queens Hall, Narberth, on Tuesday, October 2nd. The meeting will begin at 2pm.

As a Federation we couldnt apply for European funds because we werent recognised as a legal body and we were getting more and more sidelined," said John Lloyd. This new company will change that and bring more funding to the industry."