As communities across Wales prepare to mark Remembrance, Veterans’ Commissioner for Wales and Wales Air Ambulance Trustee, and Tenby Town Councillor, James Phillips is calling on people to remember that service takes many forms.
Alongside those who have worn an armed forces uniform, he believes “it is important to recognise the families, loved ones and communities who have supported them every step of the way”.
Now over two years into his role as a Trustee for Wales Air Ambulance, the former Army Colonel says this year's Remembrance message of ‘service’ is particularly important.
Having spent 33 years serving in the Armed Forces before becoming Wales’s first Veterans' Commissioner, James understands the sacrifices made by servicemen and women.
However, he believes it is equally important to acknowledge the often-unseen contribution of military families and the wider community who support them.
He said: “Remembrance is always a poignant and important time for those within the armed forces community.
“For many veterans, it is an opportunity to reflect on those we served alongside, those who made the ultimate sacrifice, and those who may no longer be with us.
“But this year, the emphasis is on service, and that extends far beyond those who wore a uniform.
“It's about recognising the husbands, wives, partners, parents and children who supported that service. It is about acknowledging the families who shared the burden and often made sacrifices of their own.”
He added: “It is also about recognising the wider community, those who volunteer, fundraise, support veterans, organise events, sell poppies or simply help ensure the stories of service and sacrifice are never forgotten.”
The 59-year-old joined the Wales Air Ambulance Board of Trustees in 2024 and says the Charity has reinforced his understanding that service comes in many forms.
Reflecting on his first two years with Wales Air Ambulance, he said: “Like many people, I thought the Charity did exactly what it said on the tin. I assumed it was about taking people from the scene of an incident to hospital.
“What I quickly learned is that it brings the hospital to the patient.
“Behind every mission is an extraordinary team of people. From clinicians and pilots to fundraisers, volunteers, retail staff and support teams, it takes a huge collective effort to deliver lifesaving care across Wales.
“That commitment to helping others is service in its truest sense.”
There are veterans, reservists and serving personnel involved with Wales Air Ambulance through clinical roles, operational partnerships, fundraising, volunteering and governance.
“Throughout my military career I saw first-hand how committed serving and ex-serving personnel are to supporting good causes,” James said.
“At Wales Air Ambulance we see that spirit everywhere. There are veterans and serving personnel across the organisation and among its supporters.
“Whether they are delivering critical care, volunteering their time or raising funds at community events, they continue to serve others long after leaving the Armed Forces.
“That's something we should be incredibly proud of.”
Living in Tenby, James regularly sees Wales Air Ambulance responding to emergencies across Pembrokeshire and knows how valued the service is within local communities.
As a keen coastal rower and boating enthusiast, he said: “Whether you're on the coastline, out on the water or enjoying the countryside, it's reassuring to know that advanced critical care can be brought directly to people facing a life- or limb-threatening emergency.
“I've seen the helicopters responding to incidents many times and understand just how important the service is to communities across Wales.”
During his busy programme of remembrance events, including the Royal British Legion's Welsh Festival of Remembrance in Newport and national commemorations in Cardiff, James hopes people will take a moment to reflect on the many different forms service can take.
He said: “One of the most powerful things about Remembrance is seeing communities come together.
“Recently, I attended the Festival of Remembrance in Neath where young cadets sat alongside veterans aged over 100. It was a reminder that service spans generations.
“In a world which can often feel divided, remembrance brings people together. It reminds us of our shared values, our shared history and our shared responsibility to remember.
“This Remembrance, let's honour those who served, remember those who sacrificed, and recognise the families and communities who stood beside them every step of the way.
“Service takes many forms. Let's remember them all,” he added.
Remembrance Sunday in Tenby takes place on November 8 this year, and everyone is welcome to come to the service at St Mary’s at 10am, or to join the procession starting at 10.30am at the church leading to the War Memorial Garden by about 10.45am for the two minutes silence at 11am.
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