Visitors to this year’s Royal Welsh Show will have even more to discover with the launch of Cynefin, an exciting new sheep village celebrating Wales’ rich farming heritage, innovation and rural communities.
Taking centre stage at the Royal Welsh Showground in Llanelwedd from 20–23 July 2026, Cynefin is a new collaboration between the Royal Welsh Agricultural Society (RWAS) and the National Sheep Association (NSA). Designed for farming families and the wider public alike, the village promises to be one of the standout attractions at this year’s show.
Celebrating the heart of Welsh sheep farming
Named after the Welsh word Cynefin, meaning “habitat” or “place of belonging”, the new village reflects the deep connection between Wales’ landscapes, livestock and rural communities.
Located on the former NSA Pavilion site, Cynefin will bring together more than 18 exhibitors, including sheep breed societies, research organisations, animal health specialists and breeding experts. Visitors can also explore the Morenden Foundation’s interactive education bus, alongside displays highlighting the latest developments in sheep farming and animal welfare.
Throughout the four-day event, demonstrations, talks and interactive exhibits will showcase innovation across the industry while helping visitors better understand the important role sheep farming continues to play in shaping Wales’ countryside, economy and culture.
A showcase for Brecknock’s native breeds
With Brecknock recognised as the Royal Welsh Show’s 2026 Feature County, Cynefin will include a dedicated display celebrating some of the area’s best-known native sheep breeds, including the:
The display offers visitors a fantastic opportunity to discover the heritage and characteristics of breeds that have helped shape the farming landscape of Mid Wales for generations.
Food lovers will be able to sample high-quality Welsh lamb in a new mini food court and seating area, with lamb supplied by this year’s RWAS President, Mr Gethin Havard FRAgS, and his family.
The village will also celebrate the many products that come from sheep farming, including sheep milk ice cream and dairy products, live wool spinning demonstrations and retail displays featuring premium wool products.
One of the highlights is expected to be the RWAS Fleece Competition, organised in partnership with British Wool, which has attracted a record-breaking entry of more than 100 fleeces this year.
Families will find plenty to enjoy too, with children’s activities running throughout the show and opportunities to watch traditional skills demonstrated by expert craftspeople.
The National Sheep Association will host a full programme of informal talks and seminars covering current issues affecting the industry, including livestock worrying legislation, innovative uses for wool, the impact of recent wildfires and conservation work to protect curlews in Wales.
The popular NSA Bar will also remain in its familiar location, providing a welcoming space for exhibitors and visitors throughout the week.
Aled Rhys Jones, Chief Executive of the RWAS, said:
“We’re very much looking forward to launching Cynefin at this year’s Show. It will be a true celebration of everything sheep.
“Over recent years, we’ve made a conscious effort to introduce new villages and areas to the showground, ensuring that we continue to evolve, adapt and bring fresh, exciting elements to what is a much-loved national institution. Cynefin is a fantastic addition, celebrating the importance of sheep farming in Wales while offering something engaging and educational for all our visitors.”
Phil Stocker, Chief Executive of the National Sheep Association, added:
“As one door closes another opens and we have the chance to give the whole area a fresh approach and play a bigger role in communicating the diversity and benefits of our industry to a wider audience. We are delighted to be working with the RWAS on this fresh approach.”
Visitors will be welcomed by a striking handmade statue of a Welsh Mountain ram, commissioned especially for the launch, before the village is officially opened at 11.30am on Monday 20 July by two well-known figures from the Welsh sheep industry, Mr Alun Evans CBE FRAgS and Mrs Margaret Dalton OBE FRAgS.
The Royal Welsh Show 2026 takes place from Monday 20 July to Thursday 23 July at the Royal Welsh Showground, Llanelwedd, near Builth Wells. Alongside Cynefin, visitors can enjoy four days celebrating Welsh food and drink, livestock, countryside traditions, shopping, entertainment and rural life.
For tickets and the latest visitor information, visit the Royal Welsh Agricultural SocietyRoyal Welsh Agricultural Society website.
Planning to spend longer in the area? Explore our guide to Builth Wells and the surrounding Bannau Brycheiniog (Brecon Beacons) National ParkBannau Brycheiniog (Brecon Beacons) National Park to discover places to stay, local attractions and ideas for making the most of your visit.
