War has broken out amongst leaders of the Traveller community with the Appleby Horse Fair organiser dubbed an ‘informant’ for backing the introduction of live facial recognition cameras at the event to crackdown on troublemakers.
Hundreds of Travellers have been seen arriving in Appleby today in their horse-drawn wagons ahead of the historical horse trading event which begins tomorrow and will run until June 10.
Cumbria Police’s Fire and Crime Commissioner David Allen announced the controversial AI-powered technology would be deployed for the first time at Europe’s largest traditional Gypsy fair after a record number of arrests were made last year.
Some elements of the Gypsy, Romany and Traveller (GRT) community say the new measures discriminate against them and that fighting amongst traveller men is part of Appleby Horse Fair’s tradition.
The decision to bring in facial recognition has brought unprecedented criticism of Billy Welch, the Head Gypsy, or Shera Rom, who helps organise the fair, which attracts up to 30,000 visitors to the Cumbrian market town.
Mr Welch has been accused of being ‘a police informant’ for backing the cameras aimed at rooting out known criminals among the thousands of travellers who arrive in Appleby on the first week of June every year.
Manchester-based Tommy Joyce, 48, who has served almost half his life in prison but now campaigns to stop anti gypsy discrimination, issued a thinly veiled threat to Mr Welch, saying: ‘We will see each other very soon and I promise you that.’
In a social media rant aimed at Mr Welch, Joyce accused him of being a police informant and suggested men ‘having a few bangs on the field’ is part of the event’s tradition.
The decision to bring in facial recognition has brought unprecedented criticism of Billy Welch (pictured at a previous Appleby fair), the Head Gypsy, or Shera Rom, who helps organise the fair, which attracts up to 30,000 visitors to the Cumbrian market town
Manchester-based Tommy Joyce, 48, who has served almost half his life in prison but now campaigns to stop anti gypsy discrimination, issued a thinly veiled threat to Mr Welch
Chiefs have said the technology will be used to ‘protect the public’ at the rowdy horse trading show which will take place between June 4 and 10 and expects to see tens of thousands of Gypsy, Roma, and Irish Travellers
He said: ‘The cheek of you, to get facial recognition cameras brought into Appleby, which has been going for centuries.
‘People have traditions up there. No doubt fellas will be having a few bangs on the field, but you could not hack that because there is not a man amongst you, Billy, that could get out there on the field and fight proper men.
‘People’s traditions are out on that field – have a few bangs and shake hands, but you didn’t want that did you? Because you want Appleby to run your way.’
He concluded: ‘Mr Welch we will see each other very soon and I promise you that, because you won’t get away with what you are doing to Appleby, you don’t own Appleby… you are a disgrace.’
And John Reilly, founder of the Gypsy Traveller League, added: ‘Billy Welch has never once come out publicly to say he’s against these face recognition cameras or to condemn the way police are treating Gypsies and Travellers coming into Appleby.
‘That silence speaks volumes. In my eyes, no travelling man sits with police while members of his own community are being targeted, stopped, searched, and even locked up. That’s not how our people were raised.’
Mr Welch has given unequivocal backing to the police and wants to help stamp out the violence and disorder that has become a hallmark on the event in previous years.
He said: ‘As the tenant of Fair Hill, I work with Police and the Council to keep Appleby Fair safe and enjoyable for everyone, for the sake of our children and grandchildren.
‘Wherever people gather in large numbers, CCTV and security cameras have become normal, and the technology has advanced so fast that facial recognition is now a fact of life.
‘If Cumbria police can use it to identify criminality and troublemakers and keep them away from the Fair, then I would support it.
‘People who have not committed any offence have nothing to worry about. Some people might disagree, but whatever you think about this proposal, it is important that all points of view are heard.’
Chiefs have said the technology will be used to ‘protect the public’ at the rowdy horse trading show which will take place between June 4 and 10 and expects to see tens of thousands of Gypsy, Roma, and Irish Travellers.
The decision came after locals complained it has become ever more unsettled over the past couple of years, with some branding it a ‘wild west’.
In a video posted on social media, Commissioner Allen showed off the state-of-the-art kit police will use to keep order and warned: ‘What I would say to those individuals who come to Appleby who are wanted or they are known to police, this (LFR) will capture you.
‘You might want to think about whether this is the best place for you to be during that week.’
The fair first began in 1685 after a charter was granted by King James II and now attracts over 10,000 attendees who take part in horse trading and display.
A video posted on TikTok shows Travellers in traditional wagons making their way to Appleby Horse Fair
Live facial recognition uses cameras to capture real-time images of faces and compares them with a predetermined watchlist to identify individuals who may be of interest to police.
Before each deployment, Cumbria Police will compile a secure watchlist that includes individuals wanted by police or the courts, as well as those who may pose a risk to themselves or others.
If the technology generates an alert, officers will compare the camera image with the person in front of them before deciding whether to speak to them.
Any alerts are verified by an operator prior to an intervention by officers on the ground. The system will only seek to match those individuals placed on the watchlist. Each watchlist is unique to that event where the technology is being deployed.
Those approached will be told why and given an informational leaflet with contact details.
Detective Superintendent Dan St Quintin, gold commander for the fair, said: ‘We have large crowds and large numbers of people in quite confined spaces – similar to a football match in some respects.
‘The Live Facial Recognition technology will help us to identify the minority who are either intent on causing trouble or here to commit crime.
‘Once we have spotted the potential troublemakers, we will have our officers on the ground able to approach the individual, take them to one side, and speak with them.
‘Every year we are seeking to make the event as safe as we possibly can for all communities who engage with the Fair and I am confident Live Facial Recognition will be an effective tool in 2026 and beyond.’
Cumbria Police said the technology supports their commitment to using every available tool and innovation to keep the public safe, deter crime, protect the vulnerable, and locate the most serious of offenders.
Four stolen vehicles have already been seized by officers last Friday as part of their pre-fair policing operation, including a car, two horse boxes and a wood-chipper.
DS Quintin said: ‘We make no apologies for targeting criminality as part of this operation.
‘Many of those attending the fair are law abiding citizens; however, we will not hesitate to take action where we find vehicles to be stolen.
‘Appleby Horse Fair is the Constabulary’s largest annual policing operation.
‘The public can expect officers to carry out necessary checks and act where they see offences, without fear or favour and regardless of which community the individual belongs to.’
The fair first began in 1685 after a charter was granted by King James II and now attracts over 10,000 attendees who take part in horse trading and display
Four stolen vehicles have already been seized by officers on Friday as part of their pre-fair policing operation, including a car, two horse boxes and a wood-chipper
One of the two horse boxes that were flagged up as stolen and seized by Cumbria Police on Friday
The force have advised those making the annual pilgrimage not to arrive too soon in advance and to take extra care when driving their horse-drawn bowtops and caravans.
Out of the 123 arrests made at Appleby last year, 80 were for drink or drug driving.
This was the highest number of arrests seen at Appleby in recent years – compared to 74 in 2024, 42 in 2023 and 18 in 2022.
It was one of the busiest on record, with the number of caravans and bowtops recorded as 1,307 – up from 1,287 in 2024.
Officers at the 2025 fair also issued more than 370 Traffic Offence Reports and more than 120 vehicles were seized including for being suspected of being stolen, being suspected of having been used in a crime, causing an obstruction and driving without insurance.
A vehicle fire at the last event also sparked a multi-agency response, while one man was charged with causing unnecessary suffering to an animal after he allegedly punched a horse and a woman previously disqualified from controlling animals was caught being in charge of a horse and arrested.
A trailer with a horse on board arrives in Appleby town centre, Cumbria, on the eve of the 250th Appleby Horse Fair which officially starts tomorrow
A family arrive on a horse-drawn cart in Appleby town centre today as they prepare for the fair tomorrow
Police arrive in numbers in Appleby to enforce restrictions on horse traffic on the eve of the event
Those travelling to the fair can take breaks throughout their journey at the eight temporary stop over areas in County Durham or any of the 80 in Cumbria.
Temporary facilities for horse tethering and sulky parking at Appleby Library car park will be in place, with Blue Badge parking provision allowed on some bays at the library from Thursday to Sunday, organisers said.
Meanwhile, parking restrictions have been put in place at Murton village green and Church Brough and Edenside car park is closed until 9 June.
The weather in Cumbria is not ideal for the outdoor fair with temperatures set to cool down and outbreaks of rain forecasted for much of the county.
Jubilee Ford – a river crossing on the River Eden which is heavily used during the event – will be closed due to significant erosion on the southern edge of the crossing, which has created a substantial drop into the river.
Westmorland and Furness Council has set up 30 large bins around Appleby to help keep littering to a minimum.
