One brilliant aspect of residing in Wales is that the nation boasts numerous charming towns, with Tenby being consistently lauded for its stunning beauty. The magnificent Pembrokeshire town is renowned for its ancient medieval fortifications, gorgeous pastel-hued dwellings, spectacular coastline and bustling harbour; nevertheless, locals frequently battle to secure mobile phone coverage.

This month, a nationwide investigation by VodafoneThree forecast that tourism-focused small and medium-sized enterprises (SMEs) across Wales could face potential annual losses of £69 million owing to inadequate mobile connectivity. Swansea Bay News highlighted that the research analysed 50 British staycation destinations - including Tenby, Porthcawl and New Quay - and found that improved broadband and mobile reception could boost earnings for Welsh tourism businesses by thousands of pounds annually.

Experts suggest that whilst the investigation focused on specific locations, the conclusions likely extend to additional rural and coastal regions throughout South West Wales, encompassing Gower, Laugharne, Saundersfoot and the Pembrokeshire Coast. Across these territories, holidaymakers regularly voice frustrations regarding weak signal strength and sluggish internet connectivity, despite these being absolutely gorgeous locations to call home.

The matter surfaced recently on Facebook when one social media user enquired: "What is the best mobile signal in Tenby please?" The straightforward query sparked considerable discussion amongst residents, who acknowledged that telephone reception remains problematic in the coastal resort.

Despite the town's popularity with tourists, mobile phone coverage remains a persistent headache for locals and businesses alike. People were quick to share their experiences.

One resident complained: "There is bad signal in Tenby anyway." Another frustrated local added: "I've been on them all over the years, and none of them have been particularly good in Tenby."

A third person explained the root of the problem, saying: "The problem with Tenby isn't signal strength, it's capacity. In the winter, your phone, no matter what network, will work generally well everywhere.

"In the summer, when the town fills with people, you'll find you've got full signal but you can't make a call or use any apps or it will be very slow. The masts can only do so much and they max out. Too many people using the network."

However, one resident had a different experience, remarking: "There is no problem in Tenby. If there is supposed to be, we have never experienced it spending up to six months a year here."

The connectivity woes aren't new, with locals raising similar complaints back in April, as reported by the Pembrokeshire Herald. The matter was discussed ahead of the peak tourist season.

County Councillor Michael Williams reportedly flagged the issue with Pembrokeshire County Council's trading standards department last November. He warned that patchy mobile coverage was becoming a "serious concern" for both residents and local businesses.

Previously, Councillor Williams stated: "All the providers are blaming visitor numbers, but that excuse doesn't justify the charges people are paying. It's the same problem every year, and it's time something was done."

The four major UK networks - EE, Vodafone, O2 and Three - all operate in Tenby, but the infrastructure reportedly struggles to cope during peak seasons. The Herald has reported that there have been plans to install new masts, such as a proposed 20-metre 4G mast, but these were put on hold due to objections arising from the town's location within the Pembrokeshire Coast National Park.

During a Parliamentary debate earlier this year, ministers voiced concerns that Ofcom's mobile coverage reports might not always accurately reflect people's true experience. This is a problem felt in Tenby and other rural areas.

Ofcom has recently launched Map Your Mobile, a new tool providing improved information to better reflect the mobile coverage people can expect in their area. This is a significant step forward in helping customers compare coverage and find the best provider for them. Ofcom will continue to update and enhance the tool.