Left to right: Joseff, Heather and Clive
For more than 35 years, Taf Valley Coaches has been connecting communities, taking holidaymakers across the UK and Europe and earning a reputation for exceptional customer care throughout West Wales. What began with a single school contract and just one coach has grown into a thriving family business operating a fleet of 45 vehicles across two depots.
At the heart of that success is founder, Clive Edwards, whose entrepreneurial journey began with determination, hard work and an unwavering refusal to accept "no" for an answer.
From Mechanic to Managing Director
"I was working as a mechanic, doing 70 hours a week for £2.50 an hour," recalls Clive. "I decided to do my CPC qualification without telling anyone and, alongside my then-wife Heather, we applied for a school contract. We were lucky enough to win one."
If winning the contract was (relatively) easy, financing the first vehicle proved more challenging. "I went to the bank to borrow £4,600 for a coach and was told they'd lend me money for a car but not for a bus. I closed my account, walked out and went elsewhere."
With support from what is now The King's Trust, an interest-free loan and a little financial help from his grandfather - which he paid back in full - Clive and Heather purchased the first coach and began operating a single school service in 1990.
Today, despite having been divorced for 15 years, Clive and Heather still run the business together. Heather was invaluable in the early days, when she worked alongside Clive to establish the business, and continues to this day handling wages and invoices. "If you came into the yard today, you wouldn't know any different," Clive told us. "We decided nobody else was going to make money out of us. We'd continue running the business as we always had and that's exactly what we've done."
Growing Through Hard Work
From rented premises and a single vehicle, Taf Valley Coaches steadily expanded, purchasing its current Whitland headquarters in 1994 and continually investing in its fleet and facilities.
Asked what he attributes the company's success to, Clive's answer is immediate: "Hard work."
But there is more behind that simple response. "I was hands-on with everything. I drove the holidays, did the tours, handled the private hires. I was never home. Even today, we're very much a hands-on business."
That commitment has seen Taf Valley Coaches grow to 45 vehicles, employing around 50 staff and operating across two depots in Whitland and Pembroke Dock.
A Family Business Through and Through
The business remains firmly rooted in family values. Clive and Heather's son, Joseff, now plays a key role, managing the company's growing holiday programme after studying Business and Tourism at Swansea University.
The holiday division now operates around 88 escorted holidays each year, taking passengers to destinations across the UK and Europe. "We're where we want to be," says Clive. "We're big enough to cope and small enough to care."
That philosophy is reflected in the slogan displayed on the back of Taf Valley coaches: "Begin your holiday as strangers and finish your holiday as friends." It's more than just a marketing message. "People meet on a holiday and by the end they're friends. They meet up afterwards for coffee and book trips together."
And those people return to Taf Valley time and again. In fact, one couple have already booked 13 holidays with Taf Valley coach holidays next year after taking nine in 2026, a testament to the experience and welcome they have repeatedly enjoyed.
Why Coach Holidays Are Thriving
Clive believes the growing popularity of coach holidays is easy to explain. "People are fed up with airports and hanging around. We pick them up virtually from their doorstep. Once they're on the coach, they're our responsibility."
Unlike some operators, Taf Valley packages include excursions and experiences within the holiday price. "We're not the cheapest and we don't try to be. If there's a train ride, it's included. If there's a boat trip, it's included. Our customers know exactly what they're getting."
The Importance of People
When asked what great customer service looks like, Clive points straight to the people representing the business every day. "It's the drivers, they look after the customers."
In many cases, those relationships extend well beyond the duration of the tour. "Our customers treat the tour drivers like family. They visit them, have cups of tea together. They're more than drivers, they're entertainers too."
That people-first approach extends beyond the business itself. Clive and Taf Valley Coaches are heavily involved in charity work, supporting Welsh Air Ambulance, Marie Curie and Prostate Cymru charities. An accomplished singer, he regularly performs at fundraising events and has even released music that can be found on CDs and streaming platforms. Clive believes in supporting his local community: "Being involved in the community is important. If you support your community, it supports you back."
A Partnership Built on Shared Values
Taf Valley Coaches has operated MAN vehicles for many years and Clive is clear about why the relationship with WG Davies works so well. "We're both family businesses; that's what stands out."
What particularly impresses him is the personal approach. "I was sitting in a coach at the depot one day waiting for work to be done and Roger came over and asked if I wanted a sandwich while he was getting his lunch. He didn't need to do that and these little things make the difference."
For Clive, these small gestures are a testament to the customer-focused culture and genuine care that define WG Davies. "I know the team by name. If I've got an issue, I can call them directly. They're always there to help and that's what makes the difference."
Looking Ahead
Despite more than three decades in the industry, Clive shows little sign of slowing down. While he hopes to spend more time travelling in his motorhome and pursuing his passion for music, he remains fully engaged in the business he helped build from scratch.
Reflecting on the journey from a single coach in rented premises to one of West Wales' leading operators with two bases, there's a clear sense of pride. Not just in the size of the business but in what it represents. "It's all about looking after people," says Clive. "That's what we've always done."
And for the thousands of passengers who travel with Taf Valley Coaches each year, it is a journey they are happy to make time and again. With deep roots in the local community and a loyal customer base, the future looks bright for this much-loved family business. At WG Davies, we are proud to be their trusted partner, we look forward to helping keep their vehicles on the road and supporting their continued success for many years to come.
