The Welsh Liberal Democrats have criticised plans by Dŵr Cymru/Welsh Water to raise household water bills by 5% from April, warning that families and businesses across West Wales, including Ceredigion Penfro, are being asked to pay more while sewage pollution continues to threaten beaches, coastal waters and the tourism economy.

Under the new plans, Dŵr Cymru customers will face an average annual bill of £683, an increase of £31 a year.

The rise comes at a time when households are already struggling with the cost of living, while many small businesses, particularly those reliant on tourism, remain under significant financial pressure.

West Wales’ economy is heavily dependent on its coastline, with clean beaches and coastal waters vital to tourism, hospitality and local livelihoods.

Yet communities across the region continue to report sewage discharges and water quality concerns that risk damaging West Wales’ reputation as a visitor destination and undermining confidence among residents and tourists alike.

The Welsh Liberal Democrats say it is unacceptable for households to face higher bills while environmental standards continue to fall short. They argue that families and businesses should not be expected to pay more for a system that has failed to properly protect some of Wales’s most important natural assets.

The party believes the current regulatory framework is not fit for purpose, allowing water companies to increase prices without delivering the improvements needed to protect rivers, beaches and coastal waters.

They warn that this approach risks long-term damage to local economies that depend on clean and well-managed environments.

Welsh Liberal Democrats are calling for fundamental reform of water regulation in Wales, including replacing Ofwat with a powerful new Welsh regulator that puts customers, communities and the environment first.

The party also supports a move toward mutual ownership, ensuring that money paid by customers is reinvested into infrastructure, sewage treatment and environmental protection, rather than extracted for profit.

Commenting, Sandra Jervis, Welsh Liberal Democrat Candidate for Ceredigion Penfro, said:“West Wales’ beaches and coastline are the backbone of our local economy, yet families are being asked to pay higher water bills while sewage pollution continues to threaten the very things that attract visitors here.

“Tourism businesses rely on clean water and a strong environmental reputation. When beaches are polluted, it’s not just wildlife that suffers, it’s local jobs, livelihoods and communities.”

“Households and small businesses should not be footing the bill for years of failure by water companies to properly protect our rivers and coastal waters. The current system simply isn’t delivering.”

“The Welsh Liberal Democrats believe we need a complete overhaul of how water is run and regulated in Wales. That means a regulator with real teeth, and a move towards mutual ownership so customers’ money is reinvested into protecting our environment.”

Dŵr Cymru Welsh Water Chief Executive Roch Cheroux said: “As I start my new role at Welsh Water my focus is firmly on aiming at delivering world class water services for our customers and their communities.

“It’s vitally important that we deliver the service customers want at a price that they can afford.

“We understand that the recent price rises have been substantial at a time of rising costs across the board for our customers.

“Our aim is to deliver value for money, and we will work tirelessly to show our customers the value of all that we do for their communities and the environment.”

An e-petition on Pembrokeshire Council’s own website, started by James Harrison-Allen, which has attracted more than 2,200 signatures, calls on the Local Authority to create and enact a Clean Rivers Policy to restore the Cleddau to good health after decades of neglect and degradation.