An ancient market town set in beautiful countryside.
It is highly cultured with castles and gardens all around - most obviously Dinefwr Castle right on the edge of town.
Nearby, Carreg Cennen must be the most spectacular castle in Wales, sitting atop heart-stopping cliffs with woodland walks and a great teashop. Aberglasney Gardens is a garden lost in time whilst the National Botanic Garden of Wales are just glorious.
Antiques, music, good food and high quality shops all add up to a very Welsh experience.