A Tenby hotel has become one of the Wales' top festive destinations by helping people celebrate Christmas early to boost their spirits following a gloomy summer and ongoing credit crisis.
The Imperial Hotel, The Paragon, has seen a record number of bookings for special trips that offer an intensive Christmas and New Year extravaganza celebrated as early as October according to leading operator Shearings Holidays.
The five-day trips, offered by Shearings, include an authentic Christmas Eve, Christmas Day and New Year's Eve with all the traditional trimmings, including the customary countdown to midnight.
Nikki Stewart general manager of the Imperial Hotel in Tenby said: "Bookings are already up compared to this time last year and we're increasing our orders for Christmas food and trimmings to cope with the extra demand.
"Christmas in October may sound crazy to some people, but it seems that many are choosing it for a quick burst of excitement and to give them a much-needed break from all the doom and gloom of everyday life.
"We're starting to get a lot of repeat guests for the festive breaks and some are real enthusiasts who even bring their own Santa outfits."
The highest numbers of festive seekers are coming from Cheshire, West Yorkshire, Lincolnshire, Greater Manchester and Greater London.
Fiona Greenhalgh, head of sales and marketing for Shearings, comments: "Many of those who have experienced one of our early Christmas' come back year after year and we also attract families who may not be able to spend the real Christmas Day together for various reasons."