The new daily coach service linking key towns in north and south-west Wales has begun operating.

TaithCymru made its inaugural journey between Bangor and Carmarthen on Sunday.

It will run ten regular services from Monday to Saturday, along with a similar timetable on Sundays, stopping at Caernarfon, Porthmadog, Dolgellau, Machynlleth, Aberystwyth, and later, Aberaeron.

The new Transport for Wales (TfW) service, run by Edwards Coaches and Llew Jones, intends to cut journey times by more than an hour.

Plans were first unveiled in August as part of a 100-day commitment from the Welsh Government.

Last month, it was announced one late night journey each day will be extended to serve Holyhead's railway station and port, in an effort to improve connections with rail and ferry services.

Deputy transport minister Mark Hooper said: "TaithCymru is a significant step forward in connecting communities across the North and South West of Wales."

"From this Sunday, people will be able to travel between Bangor and Carmarthen more quickly and easily than ever before, with comfortable, modern coaches calling at key towns along the way."

"This new service forms part of our wider ambition to build a more integrated public transport network across Wales, linking up bus and rail services, encouraging a shift away from car travel, and supporting our sustainable tourism and decarbonisation goals."

"I'd encourage anyone travelling between the North and the South West of Wales to book their tickets now and try out this brand new service."

£2 million is being spent on the first year of TaithCymru's operations, including the purchase of eight new coaches and an online booking system, with each journey expected to last between 4 hours 45 minutes and five hours.

The coaches include Wi-Fi access, reclining seats, air conditioning and toilets, along with accessibility for wheelchair reservations and limited spaces for bikes.

Tickets can be booked online for up to 15 minutes before the time of travel with a typical journey from Bangor to Carmarthen costing £10 per adult.

Lee Robinson, executive directof for regional transport at TfW, added: "TaithCymru is an exciting new addition to Wales’ public transport network, providing a faster, more comfortable and affordable way to travel between communities across the North and the South West of Wales."

"The service has been designed around the needs of passengers, with modern coaches, simple online booking and better links with rail, local bus and ferry services along the route."

"By making it easier for people to leave the car at home, TaithCymru will open up access to jobs, education, services and visitor destinations, while supporting our ambition for a more joined-up and sustainable transport network across Wales."