Saundersfoot opens its festive season today (Friday) with a sparkling three days of harbourside events that it hopes will herald a boost in Christmas trade.

The village’s Christmas Festival by the Sea is the largest-ever Yuletide event staged by Saundersfoot Chamber for Tourism (SCT).

And it also marks the launch of the Saundersfoot Coastal Christmas celebrations which aims to attract extra visitors throughout December.

Saundersfoot Footlights’ pantomime Aladdin, which runs throughout next week; late-night shopping on a Friday, special Coastal Christmas menus in the village’s eating establishments and live music performances are all taking place in the weeks ahead.

Said SCT vice-chairman Michael Slade: “The event organising team are particularly excited about the festival and Coastal Christmas, and are really looking forward to everything that is planned.

“There has been a real buzz about the place because of the brilliant demand we have received from our superb exhibitors, the entertainment packages we have been able to pull together and the great response to our Winter Draw, which is raising money to support future Saundersfoot events and festivities.”

There will be a maritime décor theme in the festival’s heated harbourside marquee, where nearly 60 stalls will be offering a variety of food, drinks and quality gifts.

Bands and musicians will be performing in the marquee’s Music Box, with chef demonstrations and children’s attractions throughout the weekend, including Santa’s Grotto, with the chance to win a Golden Ticket for a special prize.

Saundersfoot CP School choir will be opening the festival with carol singing at 2 pm this afternoon, and the grand community lantern parade begins at 5.30 pm ahead of the illuminations switch-on on the harbour decking.

The festival is open from 2-7 pm today (Friday); 10 am -7 pm tomorrow (Saturday) and 10 am - 5 pm on Sunday.

Unlimited admission to the marquee throughout the weekend is £2.50; children 16 and under go free.

For more information, see www.visitsaundersfootbay.com