A new sheep village called Cynefin is set to be one of the headline attractions at this year’s Royal Welsh Show, bringing together more than 18 exhibitors in a major new showcase.

The initiative, a collaboration between the Royal Welsh Agricultural Society (RWAS) and the National Sheep Association (NSA), will take over the site of the former NSA Pavilion and aims to highlight the importance of sheep farming to Wales’ landscape, economy and rural communities.

Designed to appeal to both industry visitors and the wider public, Cynefin will feature a programme of educational displays, demonstrations and interactive exhibits focusing on animal health, breeding, innovation and best practice across the sector.

Among those taking part are the National Sheep Association, sheep breed societies, and research bodies including the Morenden Foundation, which will bring its interactive educational bus to the showground.

A major feature will be the RWAS Fleece Competition, delivered in partnership with British Wool, which has attracted more than 100 entries this year - described as a record-breaking turnout.

Food will also be a key part of the new village, with a mini food court and seating area offering visitors the chance to sample Welsh lamb supplied by this year’s RWAS President, Mr Gethin Havard FRAgS, and his family.

In celebration of Brecknock as the 2026 feature county, a dedicated stand will showcase native breeds including the Beulah Speckled Face, Brecknock Hill Cheviot, Epynt Hardy Speckled Face and the Talybont Welsh Mountain.

Visitors will also be able to explore a growing range of sheep-related products, including sheep milk ice cream and dairy goods, wool spinning demonstrations, and a retail space selling wool-based products.

At the heart of the project is the Welsh word Cynefin, meaning “habitat” or “place of belonging”, reflecting the deep connection between land, livestock and rural communities.

Aled Rhys Jones, chief executive of 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.”

Adding to the attraction will be a large handmade statue of a Welsh Mountain ram, created especially for the launch.

The NSA will also run a full programme of seminars and informal talks throughout the week, while its popular bar will remain in place.

Phil Stocker, chief executive of the NSA, said: “Visitors to the Show will notice the NSA building has now been dismantled which clearly marks the end of an era that has been important to many people in the sheep industry, but 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 and the general public. We are delighted to be working with the RWAS on this fresh approach.”

Sessions will cover topics including livestock worrying legislation, wool innovation, wildfire impacts, and conservation work to protect curlews in Wales. Children’s activities will also be available throughout the week.

Cynefin will be officially opened at 11:30am on the first day of the show by Mr Alun Evans CBE FRAgS and Mrs Margaret Dalton OBE FRAgS.

The Royal Welsh Show 2026 takes place from Monday, July 20 to Thursday, July 23 at the Royal Welsh Showground, Llanelwedd, Builth Wells.