The death knell has sounded for yet another shop in Tenby's High Street.

Tenby Deli, located at Waterloo House, is the latest business to shut its doors.

Its closure now sees three empty premises next to each other, although work was being undertaken in one this week, with another two vacant across the street.

Presenting a dismal sight for both locals and visitors to the town, it creates a worrying trend for the future of 'the jewel in Pembrokeshire's crown' and leaves people asking once more the reason why?

We spoke with County Councillor Michael Williams about the problem which has also sparked much debate on the Facebook group Tenby Through Time.

He told us: "There's several contributory factors, not least the ludicrous level of business rates combined on many occasions with greedy landlords who completely fail to recognise the change in market conditions.

"And you can combine this with the fact that less and less families now live in the town centre, due to the blight of second homes (i.e. Lower Frog Street, 32 dwellings, 22 of which are second homes).

"Young Tenby families are being priced out of their own town. I have recently been trying to house one family, Tenby to the core, and the best that the local authority could offer was a property in Milford.

"Milford! - if you were brought up in Tenby, why should you have to leave your family and friends' support to go to Milford?

"I fear that many young people look with considerable envy back to the days of the fire raisers such is the depth of their frustration. Look at what a removal of business rates did in Narberth."

Clr. Williams continued: "Anyone wishing to sell a property on as a second home should be required to apply to the planning authority for a 'change of use consent.' The planners could say that an individual area has reached saturation point and refuse."

And he opined: ""Tenby needs to find a niche market. Hay found books, St. Ives art. We seem to be straying from what we used to offer, which was an upmarket family holiday venue.

"This has been severely damaged over a number of years by irresponsible licensees. Pembrokeshire County Council, as the licensing authority, must be far more proactive in driving this type of commerce out of our town."

But just what should Tenby's niche market be?

Clr. Williams continued: "I leave that to others. But it must be of the highest quality. It could be food based as we seem to be well on the road towards that, but again, it must be of the highest quality.

"The key which we must all subscribe to is that we support our local businesses. I buy large amounts of books. I research via Amazon, then purchase in our excellent bookshop, without having to pay postage. We have the wonderful T. P. Hughes, a priceless gem in our town. Some wonderful restaurants. But we still need to find that extra special niche which will draw people from considerable distances.

"There is no simple answer, but that should only make us as a community try harder. First and foremost, listen to the locals. Too often we see people from far away bringing with them their alien ideas and imposing them on Tenby people. We should say 'You are welcome, assimilate don't impose often totally alien values on us.'"

FOOTNOTE: A meeting to discuss Tenby's retail economy will take place next Tuesday between the town council and Chamber of Trade and Tourism.