Labour peer Lord Parry of Neyland has died aged 78.
Lord Parry died at this home in Haverfordwest.
One of Pembrokeshire's best known sons he was a friend of former Prime Minister Harold Wilson and US president Jimmy Carter.
A former chairman of the Wales Tourist Board, he passed away in his sleep at his home in Llangwm, Haverfordwest.
He started his working life as a teacher and stood as a parliamentary candidate in the 1970s, but failed to win the old Pembrokeshire seat.
His wife Glenys died earlier in the year and he leaves a daughter, Catherine.
Born Gordon Parry, he was made a life peer in 1975.
First Minister Rhodri Morgan said:
"Wales has lost one of her most distinguished sons".
He added: "Following on from the sad deaths of Lord Gareth Williams of Mostyn and Lord Geraint Howells, our public life and the Welsh voice in the House of Lords will be considerably weaker now that Lord Gordon Parry will no longer be there with his passionate advocacy of Welsh issues, Welsh tourism and the development needs of Pembrokeshire."
Chairman of Pembrokeshire Council John Thomas called him "the embodiment of Pembrokeshire".
"A Neyland man, he rubbed shoulders with the most eminent people in the world and he made sure they all got to know about his beloved county," said Mr Thomas.
"He held high office but never forgot his roots.
"His work as chairman of the Wales Tourist Board changed the face of tourism in this country and his continuing work as an unpaid, but tireless ambassador for Wales - and Pembrokeshire - continued to make a huge mark throughout his life.
"He was a great initiator and supporter of all kinds of projects and he worked tirelessly behind the scenes to bring many of them to fruition.
"And he was not above twisting the arms of the rich and famous, many of them his good friends, in support of one of his favoured schemes."