A NEW bus route was officially launched outside the pier pavilion on Tuesday, June 30.

The extension to the 91 service will run on weekends and bank holidays throughout July, August and September and will link up Penarth pier, the clifftop, the marina and Cosmeston Lakes.

The route has been put on as a result of a financial partnership between the Vale council, Penarth town council, Cardiff Bus and local businesses and will start on Sunday, July 6.

Lis Burnett, cabinet member for regeneration hailed the service and said it symbolised a new way of running local public transport.

She said: "The old way of running things like this has gone. This represents a new approach to how we run our buses.

The service will not only encourage tourism in the town and boost the local economy but also provide residents with an additional public transport option."

Cynthia from Cardiff Bus was positive about the new route saying she believed mobility was the key to taking advantage of what Cardiff and the Vale have to offer.

"We are the link between Cardiff and the Vale. We have always believed there are landmark areas that people want to visit."

It is hoped that the 'families for a fiver' deal will make it easier for people to visit some of Cardiff and the Vale's most well known locations.

The goal is that it will bring more people to Penarth and surrounding areas as well as taking them to the Bay as the town has things to offer that Cardiff does not.

Local Penarth businessman and Chairman of the Penarth Tourism and Visitor Association, Gary Soltys, said: “This is excellent news for Penarth and offers visitors to Cardiff Bay Barrage the option to travel to Penarth town centre and the esplanade without having to negotiate the steep hill over Penarth Headland on foot. Traders should benefit from increased visitor footfall and I urge businesses to spread the word through their customers and contacts to make the trial a complete success.”

Leader of Penarth Town Council, Cllr Mike Cuddy, added: “In our work on the Penarth Town Place Plan the community identified better links and transport choices as priorities. I’m pleased we have been able to assist the Vale in this initiative which I hope will become a regular feature, complementing other public and private ventures aimed at raising the profile of the town.”

Local businesses hope the new route will raise the profile of the town and provide an economic boost for local traders.