Tenby's first male mayor for a decade took office on Friday in the town's traditional ceremony attended by civic leaders from all over Pembrokeshire.
Councillor Trevor Hallett, Tenby Town Council's acknowledged expert on green' issues, proudly wore the scarlet robes as he became Tenby's 617th mayor.
He was proposed by Councillor John Griffiths - who will serve as deputy mayor - and seconded by Councillor Christine Brown.
Councillor Hallett succeeds Councillor Tish Rossiter, who thanked everyone for their support in a memorable year for Tenby, which included the opening of the town's new cottage hospital and lifeboat station, as well as it winning the Wales Tourist Board's My Special Place accolade.
Councillor Rossiter said: "Tenby really is my special place, and this has been a year I shall never forget."
The new mayor, who is 66, was born in Monkton and brought up in Devonshire Drive, and is a keen conservationist and environmentalist.
He belongs to a number of organisations, including Tenby Civic Society, the RSPB and the Dyfed Wildlife Trust, and is also a trustee of Tenby Museum and Art Gallery and Tenby's voluntary tree warden for the National Park Authority.
"He is a great protagonist for "green" policies, and above all, has the town of Tenby at heart," assured retired businessman Tom Hughes, who offered the toast to the mayor and the town at the civic reception.
Tenby's civic service was held at St Mary's Church on Sunday. Town councillors, the mayors of Narberth, Pembroke and St Davids and the sheriff of Haverfordwest were joined by representatives of local organisations.
The parade marched from the De Valence Pavilion to the church, where the service was conducted by Canon David Jenkins.
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