Tenby town councillor and Veterans’ Commissioner shares his reflections ahead of Remembrance events.
WALES Air Ambulance Trustee and Veterans’ Commissioner for Wales, James Phillips, has urged people to “remember and recognise those that have served across the generations” as the nation prepares to mark Remembrance.
James Phillips served for 33 years in the British Army, with tours in Germany, Cyprus, the Netherlands, Northern Ireland, the Balkans, Afghanistan and Iraq. He has commanded soldiers, sailors and air personnel, and worked within NATO, the Ministry of Defence, the Permanent Joint Headquarters and Army Headquarters.
After retiring as a Colonel, he was appointed Wales’ first Veterans’ Commissioner in 2022, and last year became a Trustee for Wales Air Ambulance.
James worked as an Afghan Police Transition Team Leader, pictured with local
children in Kabul in 2013 (Pic: James Phillips)
A time for reflection
James said: “Remembrance has been particularly poignant over the last few years, with big VE, D-Day and VJ Day anniversaries, and before that, the First World War commemorations.
“Sadly, those veterans are no longer with us, and there are very few of the Second World War generation left. It’s always very moving to have them alongside us at events. We must ensure their sacrifice and service are never forgotten.
“At the same time, we need to keep the commemorations contemporary. We recently marked the Falklands anniversary, and there are many still struggling following their service in Iraq and Afghanistan.”
James served in Northern Ireland at the height of the troubles, pictured here with
colleagues at Hardwood Park, Belfast in 1992.
Honouring service in all its forms
Phillips said the week of remembrance allows people to come together to reflect and show gratitude.
“It’s a time to recognise their service and hopefully make all veterans feel valued for their contribution,” he said. “But equally, I can understand why some people choose not to take part because they find that period exceedingly difficult. Each of us deals with loss and reflection in our own way.”
This year, he plans to attend as many events as possible across Wales, as well as the Royal British Legion’s Festival of Remembrance at the Royal Albert Hall in London.
“It’s a logistical challenge as I wear many hats – Commissioner, town councillor in Tenby, President of Tenby Sea Cadets and Vice-President of Tenby Royal British Legion,” he said. “But it’s always an honour to meet people, hear their stories and keep listening and learning.”
Phillips as Defence Attaché to Belgium, the Netherlands and Luxembourg, flag bearing at an event in 2019
A lifelong calling
James says he was destined for a military career from a young age. “Growing up, all my toys were Action Men and Airfix kits,” he said. “I was drawn to all the old war movies like The Wild Geese and The Guns of Navarone. By the time I was fourteen, the Falklands War was unfolding, and it brought into focus service and the armed forces.”
After studying Geography at the University of Birmingham, he attended Sandhurst and joined the Royal Artillery, following in the footsteps of his uncle.
“As a young officer, our missile-firing training took us to Pembrokeshire, where I got to know Manorbier and Tenby quite well,” he said. “It’s where I met my wife after the first Gulf War.”
Supporting veterans in Wales
In 2020, as he approached retirement, James saw an advert for a new position – Veterans’ Commissioner for Wales.
“It was during Covid, when everyone was working from home, and I was already starting to make the transition from Army to civilian life,” he said. “I felt it was a role where I could make a difference.”
His work involves helping veterans and their families access support with healthcare, mental health, housing, and employment, while advocating for their needs nationally.
“I find the best way to engage with veterans is through activity rather than meetings,” he explained. “If you’re walking up a hill, sitting by a campfire or sleeping out, people speak more freely. It helps me understand their lives and challenges.”
From battlefields to air ambulances
James also collaborates closely with veteran-related charities across Wales and became a Trustee of Wales Air Ambulance in 2024.
“I know there are veterans and serving personnel among the air ambulance crew,” he said. “They bring a huge amount to any organisation – understanding missions, logistics and commitment. It takes immense effort, physically, intellectually and financially, to keep those red helicopters flying.”
He sits on the Charity’s Aviation Committee – familiar territory given his previous work in an air mobile brigade deploying troops by helicopter.
“Living in Tenby, I’ve often seen the air ambulance in action,” he said. “It brings the emergency department to people in their hour of need. Meeting past patients who have benefited is deeply moving.
“All of this is possible thanks to the Charity’s incredible supporters, staff and volunteers who keep the helicopters in the sky and rapid response vehicles on the road. It’s hugely reassuring to know Wales Air Ambulance is there should any of us ever need it.”
