Tenby plays host to one of Britain's top festive highlights on Boxing Day, which features the unique spectacle of hundreds of brave bathers stampeding for the water off the North Beach.
This is the 31st year that the Tenby Boxing Day Swim has been held, and from small beginnings it has grown into a major Christmas attraction for both local people and visitors, as well as raising more than £74,000 for local charities. This year it has attracted sponsorship from Activity Wales, one of the companies owned by Wales tourist chairman, Philip Evans, of Tenby.
Last year, a record 373 dippers headed for the chilly water and their splash brought in over £8,000.
Hoping to lead the plunge parade at 11.30 am will be Tenby's Mayor, Clr. Christine Brown, and her party.
Swimmers can raise sponsorship for either their own charities and good causes, or choose to support those nominated by the organisers, the Tenby Sea Swimming Association, which this year are: Ty Hafan Children's Hospice for Wales; the Tenby Gateway Club, which provides social activities for adults with learning difficulties; the Tenby Scout and Guide Hall rebuilding fund and Tenby Rowing Club, as well as Tenby Junior School, Tenby RNLI and Tenby Sea Cadets, along with other local charities.
This year's costume theme is 'Magic' with attractive prizes for the best child and adult individual and group, and the unique Goscar Oscar trophy for the highest-sponsored group.
As well as awards for the highest-sponsored junior and senior swimmer, the highest-sponsored pub team will receive £50, donated by Tenby and District LVA, and the landlord whose pub raises the most money will win vouchers donated by Booker Cash and Carry.
The morning's fun on the North Beach, which begins at 11 am, will also include dinghy, canoe and novelty raft races (lifejackets to be worn). A traditional feature of the swim is the lifeboat launch (weather permitting), and this year the vessel taking part will be the RNLI reserve fleet craft, The Famous Grouse, as Tenby's own rescue boat, RFA Sir Galahad, is still undergoing a routine re-fit in Holyhead.
Tenby and Saundersfoot Lions will be serving up hot soup to swimmers around a warming bonfire, and everyone entering will receive a medal, which this year features a new design.
Tenby Sea Swimming Association is proud that whatever the weather, the swim has never been cancelled, and a variety of climatic conditions - from warm and sunny to freezing wind-chill - have provided veterans of the plunge with a host of memories.
But whatever the weather, the Tenby Boxing Day Swim always delivers the goods as a fun, community event, that not only brings families and friends together at a special time of year, but also gives a boost to charities and good causes.
FInally, among those taking part in the swim will be BBC Radio Wales presenter Anna Owen. She will be recording the experience for broadcast on Good Morning Wales between 6 and 9 am on December 27.