Ironman Wales will officially go ahead in early September this year, despite concerns raised by local councillors and businesses.

Soon after last year’s event, the organisers of the triathlon which takes place in and around Tenby, announced that 2023’s event would take place earlier on September 3, but questions were asked by businesses and councillors in Tenby, as to whether this would bring as much benefit to the local economy, by not holding the event beyond the summer holidays, effectively extending the season in the area.

A public meeting has even been scheduled for Tuesday, February 7 at 6 pm at the Regency Hall, where residents and business owners of Saundersfoot are being urged to attend by County Councillor Chris Williams with the meeting aimed to address concerns over the Ironman Wales sporting triathlon being held earlier this year.

But now the event has been officially confirmed to take place on Sunday, September 3.

Tenby’s North ward county councillor Cllr Michael Williams voiced his disapproval over the date, stating that staging the event on September 3 will have a ‘seriously detrimental impact’ on certain businesses.

“It now appears that despite considerable concerns being expressed by town centre and harbour businesses, Ironman will go ahead on September 3,” he said.

“The treatment of the entire community, both by Ironman and PCC has been a disgrace, with absolutely no consultation taking place until after the date had been fixed.

“As far as I am aware no County Councillors were in any way consulted, and the first meeting that I attended which was convened by PCC to discuss the issue was on January 9 this year, well after they did the deal with Ironman.

“I still have no understanding what consultations took place with Officers of the County Council and why on earth they agreed with this company the change of date.

“The Ironman dog has wagged the Council dog over this event and it’s change of date,” continued Cllr Williams.

“Residents and Council tax payers expect their elected representatives to be fully informed and able to answer any questions over events such as this which have such a profound impact on the town.

“Not for the first time members were put in an invidious position. Little appears to have changed within the authority even after years of members continually raising concerns about the lack of consultation with members.

“What has happened is an absolute disgrace, with Tenby, again, being treated with contempt. Our town pays huge amounts of money in to the system, is starved of investment and is sorely neglected by our local authority.

“Painful though it might be to hear, we were better treated by Dyfed County Council. What a damning indictment that is!

“As an individual member I can only apologise for this shambles. I find myself in an impossible situation having been totally excluded from negotiations that were undertaken with this company,” he added.

Members of Tenby Harbour Users Association had previously stated that the triathlon organisers and Pembrokeshire County Council had ‘shot themselves in the foot’ by moving the sporting event into the school holidays.

“Unfortunately, Ironman has really shot itself in the foot by moving 2023’s event into the school holidays, September 3,” said a spokesperson for THUA.

“A lack of any stakeholder engagement will be challenged once these events encroach on the vital peak tourist season.

“Ironman in particular will argue they are bringing huge numbers and exposure to the town – much of this is true but experience demonstrates these visitors have different agendas to the normal tourist.

“Shops suffer, no one is more prepared than an Ironman! Harbour businesses lose not only the Sunday on which they close but a good few days either side as accommodation is all booked out with competitors and their supporters.

“This has been accepted for a decade and Ironman is arguably still of some benefit to the town during the shoulder season.

“It is not however of any benefit once this encroaches on what is a relatively short peak season, displacing high value destination tourism with event/sport tourism - two very different spend patterns.”

The town’s Mayor and county councillor for the South ward, Cllr Sam Skyrme-Blackhall said that she had been ‘assured’ that the date change for the event, which has been successfully hosted by the county since 2011, would be a one-off.

A Pembrokeshire County Council spokesperson previously said: “Pembrokeshire County Council appreciates that the date of September 3 is not ideal and feedback has been provided to Ironman Wales to be considered for future event planning to ensure the date avoids the school holidays period.

“Ironman Wales has been successfully hosted in Pembrokeshire since 2011. The 2022 event was the 10th time the event has been held locally and there has been overwhelmingly positive feedback.

“We look forward to welcoming Ironman Wales and the many thousands of competitors and spectators once again in September, 2023,” they added.