Our rural towns: Whitland

As part of the Ten Towns programme delivered by Carmarthenshire County Council, rural market towns across the county have received support to develop exciting new projects to add vibrancy and economic benefit to their town. This month, our focus turns to Whitland, exploring how the town has benefited from funding through Carmarthenshire County Council and the UK Government’s Shared Prosperity Fund [UKSPF].

Whitland is a well-connected rural town between Carmarthen and Haverfordwest, known for its busy livestock market and mix of local businesses, including agriculture, tourism, and creative industries. It also supports microbusinesses and essential local services and serves as a hub for education and transport. The town serves as an ideal base for exploring the region’s scenic landscapes and rich history. To know more about Whitland as a destination, please visit Discover Carmarthenshire. 

One of the standout Ten Towns developments in Whitland has been the redevelopment of the former Studio building on Cross Street. The revamped facility now houses the Cash Hub and a treatment room, bringing new services and community benefits to the heart of the town. The Cash Hub occupies the majority of the building, providing essential banking services, whilst a treatment room at the rear of the building is leased to Molly’s Beauty, a local beauty business.

Whitland Town Council will be officially launching its new Cash Hub on Friday, 11 July 2025, from 10:30AM to 11:30AM, at the Cash Hub premises. The launch will be attended by Ann Davies MP and Cllr Carys Jones. Light refreshments will be served, and the community is invited to attend and learn more about the services offered at the Cash Hub.

Through the Ten Towns Revenue Project, Whitland Town Council also appointed an Events and Marketing Officer to boost the town’s events calendar and drive footfall. A variety of popular activities have since taken place, including St David’s Day celebrations, craft sessions, community art projects such as painting the Bryn Gwenllian bus shelter with local schoolchildren, station clean-ups, and a festive tree-lighting parade.

The Whitland Street Food Festival, held in May, attracted over 1,700 attendees in 2024 despite wet weather conditions. The event featured over 80 local businesses and food vendors, alongside a programme of performances by local musicians and school groups. The 2025 festival continued as an annual fixture, maintaining strong attendance and contributing to increased visibility for the town.

As part of efforts to enhance the look and feel of the town centre, local businesses were invited to apply for the Revitalising Rural Town Centres Fund to improve their shopfronts and building exteriors. Several high street premises have already benefited from this fund, creating a more vibrant and attractive environment for residents and visitors.

Adding to the town’s unique identity, a new mural was commissioned at the Whitland Cricket Club, created by local artist JenksArt. The eye-catching piece celebrates local culture and contributes to the town’s creative atmosphere.

Under the Tackling Towns Fund, Carmarthenshire County Council has developed a new car park on the site of the former railway sidings, supporting easier access to the town centre and local amenities. The project has delivered 25 free parking spaces, benefitting businesses, residents, and visitors alike. In addition, the Council arranged for specialist deep cleaning works on St John Street, further enhancing the cleanliness and appeal of the town centre.

Whitland Week will take place from Friday 25 July to Sunday 3 August 2025, offering a full programme of local events organised by the community. Activities scheduled throughout the week include a golf tournament, wheelbarrow races, children’s sports, a cycle ride, dog show, and bowls matches. The programme also includes themed evenings such as steak night, curry night, and a pizza night, along with coffee mornings, barbecues, and live music. A highlight of the week will be Carnival Day on Saturday 2 August, featuring a town procession, live entertainment, and various competitions. The event will conclude on Sunday 3 August with a church service and community quiz.

Carmarthenshire County Council’s Rural Customer Service team, Hwb Bach y Wlad is visiting rural locations across the County offering help, support and advice. Advisors can signpost residents to relevant Council departments and organisations who can further assist with their enquiries.  

Hwb Bach y Wlad will be at Whitland Town Hall on 28 July, 10am- 2pm. For more information, please visit the website. https://www.carmarthenshire.gov.wales/home/council-services/hwb-bach-y-wlad/      

The next Tourism and Business roadshow will be heading to Whitland Memorial Hall on Wednesday 23 July, 10am- 3pm, giving businesses and community groups the opportunity to meet with County Council officers. Advice will be on offer covering all aspects of the tourism and business sector; from licensing, planning, funding options, grants that are currently available to businesses as well as marketing support.

Carmarthenshire County Council’s Cabinet Member for Rural Affairs, Community Cohesion and Planning Policy, Cllr Carys Jones, commented:

Whitland is undergoing a significant transformation, supported through the Ten Towns programme and the UK Government’s Shared Prosperity Fund. This regeneration reflects our commitment as a County Council to driving forward inclusive economic growth—supporting our tourism sector, enabling local businesses to thrive, and delivering real, lasting benefits for the community."

For more information about the 10 Towns project, please visit the website: https://www.carmarthenshire.gov.wales/business/development-and-investment/ten-towns/whitland/