With its historic castle, buzzing market and popular festivals, Ludlow has made it into a list of the top 50 towns and suburbs.
And its inclusion in The Sunday Times annual "Best Places to Live" list, means more visitors are likely to be drawn to the area.
This weekend part three of the list will be announced, and the jewel in the south Shropshire crown will be among those with the honour.
It is the only town in Shropshire to make the top 50 towns and suburbs, although Eccleshall, close to the Shropshire border in Staffordshire is also mentioned.
The two towns are included in just seven from the Midlands area in the 50 best places to live.
Locations were judged using data and statistics such as crime rates, house prices and school performance together with local knowledge, and the list to flag up the areas offering the best quality of life to the widest number of people.
It combined features such as a positive community spirit, good local shops and services and attractive outdoor spaces.
Mayor of Ludlow Paul Draper said he was "delighted".
"We are very proud of Ludlow. Its vibrant community spirit, fabulous architecture and beautiful setting are a winning combination," he said.
"Ludlow's historic castle hosts many fabulous festivals and Ludlow market buzzes at the heart of the town. The thriving food culture and a wealth of independent shops, restaurants, and pubs make it a very special place to live and a welcoming place to visit."
Robin Pote, of the Ludlow Town Centre Residents' Association, agreed.
He said: "It has fantastic history and it's great to be living among that. There are very few places in England where you can walk up the road from your home to a castle that is so steeped in the history of this country, and yet it is a modern town with modern conveniences.
"There's a thriving high street, the markets are thronged with people summer and winter, there's a fantastic church – one could go on for hours."
Town clerk Gina Wilding added: "Ludlow Town Council is delighted that Ludlow stands out as one of the best places to live in the UK. This is a great accolade."
Meanwhile, in Eccleshall, Councillor Gordon Dale said: "It's very interesting that we've been selected, there is great community spirit here and we've got all the facilities. Lots of people would like to live here, it's a very attractive town, but housing is very expensive.
"The High Street is a conservation area and there are all the old pubs – it was a coach and horses town on the Chester run in its heyday, and going back further there was a skirmish here with the Royalists and Oliver Cromwell. The only downside is the traffic – the A519 cuts right through the town and we have more and more large lorries coming through these days."
A winner and five runners-up from the 50 towns and suburbs will be revealed by The Sunday Times on Sunday.