In a celebration to unite sport, sustainability and tourism, Long Course Weekend (LCW) has joined forces with Transport for Wales (TfW) to rebrand Tenby Train Station as ‘The Home of Long Course Weekend’ - ahead of the sporting triathlon this weekend (June 27-29)

This unique collaboration forms a cornerstone of LCW’s Sustainability Strategy, encouraging thousands of participants and supporters to travel to Tenby by train – not just for the event itself, but for training breaks and year-round holidays in one of the UK’s most scenic regions.

Founded in Tenby in 2010, Long Course Weekend has grown into a global endurance festival with editions in New Zealand, Australia, Belgium, the Netherlands, Mallorca and Yorkshire. Despite its international reach, its heart firmly remains in Wales – drawing 50,000 visitors to Pembrokeshire for the event weekend generating over 160,000 bed nights annually and contributing millions to the local economy.

Now, 15 years on, LCW continues to focus on its local roots by transforming the gateway to the event – Tenby Train Station – into a branded celebration of sport and community. With services to the hotspot town increased for the upcoming summer season, now is the perfect time to visit this popular coastal destination.

“It’s incredible to see how far LCW has come but Tenby is, and always will be, our first home. Partnering with TfW helps us open the door to a more sustainable future, inviting athletes, families and visitors to arrive in style and reduce their environmental footprint. To have more trains to Tenby over the summer is incredible for Tenby and Pembrokeshire in its drive to become a global sustainable travel location,” remarked Matthew Evans of Activity Wales, founder, Long Course Weekend.

Victoria Leyshon, Partnership Marketing Manager at Transport for Wales said:“We’re thrilled to work with LCW to celebrate what makes Wales great – from world-class sporting events to stunning destinations like Tenby. By encouraging rail travel, we’re helping to support a cleaner, greener Wales while welcoming thousands to a truly iconic location.”

Cllr Dai Morgan, Mayor of Tenby commented:“It’s great to hear about the huge strides made by Long Course Weekend and Transport for Wales — from the new LCW branding at Tenby Railway Station to the hard work behind the scenes improving local transport links and easing congestion.

“Most importantly, it’s fantastic that Transport for Wales will be running more frequent and improved local services throughout the summer.. We are looking forward to another brilliant Long Course Weekend and to continuing work with both organisations — for the benefit of visitors and, most importantly, the residents of our town.

County councillor for the seaside town’s south ward, Cllr Sam Skyrme-Blackhall said: “We are delighted to see the efforts of long course weekend and transport for Wales, driving a sustainable option for athletes year-round to Tenby. It's these types of innovative working partnerships that we love to celebrate!”