REMEMBRANCE: ‘It’s important to remember and recognise those that have served across the generations’, says Tenby’s James Phillips, Wales Air Ambulance Trustee and Veterans’ Commissioner for Wales.

Currently a town councillor, president of Tenby Sea Cadets and vice-president of Tenby Royal British Legion, Cllr Colonel James Phillips served for 33 years in the Army in Germany, Cyprus, the Netherlands, Northern Ireland, the Balkans, Afghanistan, and Iraq.

He has commanded soldiers, sailors and air personnel and has worked within NATO, the MOD, the Permanent Joint Headquarters, and the Army Headquarters. After retiring from his role as Colonel, he was appointed as Wales’ first Veterans’ Commissioner in 2022.

James says it’s important to “remember and recognise those that have served across the generations,” as the country prepares to pay tribute to those who have made the ultimate sacrifice.

The 57-year-old, who was appointed as a Trustee for the Wales Air Ambulance Charity in 2024, will be attending as many Remembrance events as he can during the commemorations.

He said: “Remembrance has been particularly poignant over the last few years, with big VE, D-Day, and VJ Day anniversaries, and of course before that the First World War commemorations.

“Sadly, those veterans are no longer with us, and there are very few of the Second World War generation left.

“It’s always very moving to have them alongside us at events. We need to ensure the sacrifice and the service that they gave in those huge conflicts are not forgotten.

“But at the same time, we must also ensure that we keep the commemorations contemporary. We recently marked the Falklands, and there are many still struggling following their service in Iraq and Afghanistan.”

He continued: “The week of remembrance is the one point of the year where we can all come together and remember those we have served alongside, some of whom may no longer be with us.

“It’s a time to recognise their service and hopefully make all veterans feel valued for their contribution.

“But equally, I can understand why some people choose not to partake because they find that period exceedingly difficult. Each of us deal with life events and reflect in our own way.”

James will be attending as many events as he can in Wales, as well as the Royal British Legion (RBL) Festival of Remembrance at the Royal Albert Hall, London.

He said: “It is a logistical challenge as I wear many hats, as Commissioner, a town councillor in Tenby, President of Tenby Sea Cadets and Vice-President for Tenby Royal British Legion. I do try and balance my time between national and local commitments.

“I will be travelling quite a bit, but I am used to it. When I was a Defence Attaché to Belgium, the Netherlands and Luxembourg, I used to switch between events and countries throughout the day.

“It’s always an honour to be part of the commemorations and get to meet so many people and hear their stories. We need to keep listening and learning.”

James believes he was destined for a career in the military from an early age. He said: “Growing up, all the toys were Action Man and Air Fix kits. I was drawn to all the old war movies on TV, like The Wild Geese and Guns of Navarone.

“By the time I was fourteen, the Falklands war was unfolding and in the news every day. It brought into focus service and the armed forces, so I was starting to think about joining the army.”

He read Geography at the University of Birmingham and, on completion of his studies, went to Sandhurst.

He continued: “I had a family connection, my uncle had been in the Royal Artillery, so it seemed the sensible thing to do.

“As a young officer, there was a missile firing element to the training we underwent, so we would decamp to Pembrokeshire.

“I got to know Manorbier and Tenby quite well; it’s where I met my wife after the first Gulf War.”

James’s career would take him all over the world; he served in Germany, Cyprus, the Netherlands, Northern Ireland, the Balkans, Afghanistan, and Iraq. He commanded soldiers, sailors and air personnel.

He was a year away from retirement when he noticed a job advertisement for a newly created position to support veterans in Wales.

James said: “It was at the time of Covid, when everyone was working from home, that I had already started to make the transition from army to civilian life.

“So, when the Veterans’ Commissioner for Wales role was announced, I felt it was a position I could bring something to and hopefully make a difference.”

James helps direct veterans and their families to local support, in areas such as healthcare and mental health provision, housing and employment, and he advocates for the veteran community in Wales.

He said: “I find the best way to engage with veterans is doing something with them, an activity, as opposed to interviews or meetings. I try and meet veterans who live in Wales on the ground.

“If you're walking up a hill, sitting by a campfire, or sleeping out, people speak more freely with you. I can get to know them better and understand their situation. It gives me a more rounded insight into the issues affecting veterans here in Wales.”

James also collaborates closely with veteran-related charities across Wales. He became a trustee of the Wales Air Ambulance Charity in 2024.

He said: “I know there are veterans and serving military personnel in the air ambulance crew. They bring a huge amount to any organisation, so I was very keen to support the lifesaving service.

“Veterans have a depth of experience in terms of operational delivery to those in need on the ground, which is what the military is about. So, we understand missions and tasks, and we understand logistics.

“We know the effort and depth of commitment and resources behind those red helicopters and getting them on the ground where it is needed.

“It takes a lot of effort, intellectually, physically and financially to keep them flying and running, and I think we bring that breadth of knowledge and understanding of what it takes to run a complex operation.”

The evolution of Wales Air Ambulance into a service delivering advanced critical care owes much to the Armed Forces and the pioneering medical care developed and delivered on the front line.

James sits on the Charity’s Aviation Committee. It’s familiar ground for him as he used to work in an air mobile brigade, with helicopters putting troops on the ground.

He said: “Living in Tenby, I’ve seen air ambulance conducting missions many times over the years. Bringing the emergency department to people in their hour of need.

“Through my role as trustee, I’ve met past patients who have benefited from the service, and it is always deeply moving to hear their stories.

“All of this is possible thanks to the Charity’s amazing supporters, staff, and volunteers who fundraise to keep the helicopters in the sky and rapid response vehicles on the road.

"It is hugely reassuring to know Wales Air Ambulance is there should any of us need life or limb-saving critical care.”