Tenby’s most famous festive production - the annual Boxing Day Swim - has been praised for the part it plays in promoting out-of-season trade for the town.

“The swim is a major event in Tenby’s calendar and has a very important role in attracting festive season visitors,” said Tim Brace, of FBM Holidays, which is one of the event sponsors.

“Once again, we are extremely pleased to support the swim, and we wish all the entrants the best of luck in braving the cold water and raising money for their chosen charities.”

In addition to Oakwood Theme Park and Princes Gate Water, the swim is also sponsored by Lewis Lewis and Co.

Said the company’s David Lewis: “We are delighted to support this event and hope that it will once again be extremely successful this year.

“It is a tremendous occasion for the town and the wider area.”

Now in its 45th year, Tenby Boxing Day Swim has been named as one of Britain’s top 10 barmiest festive dips, and is known as much for its wild and wacky fancy dress as its fundraising and camaraderie.

Saturday’s event features the costume theme of Cool Cymru, celebrating all that’s great about Wales. Swimmers can collect sponsorship for their own charities and good causes, or the three nominated by the organisers, Tenby Sea Swimming Association (TSSA), which are the care charity Crossroads, Tenby Surflink and Tenby RNLI.

Fun on the beach on Saturday begins at 11 am with a kayak race, the Daitanic raft race and the launch of the Tenby lifeboat (weather permitting).

The Mayor of Tenby, Clr. Paul Rapi, will judge the fancy dress parade, ahead of the sprint for the sea at 11.30 am.

There’s a commemorative Tenby Boxing Day Swim medal for everyone who takes a dip, and brave bathers can warm up around the bonfire and with hot soup served by Tenby Lions.

Sponsor forms can be downloaded from www.tenbyboxingdayswim.co.uk or can be picked up from the Fourcroft Hotel or on the beach on Boxing Day.