'I can't believe I've missed this beautiful market town before - never again'

Having passed through the charming market town of Llandovery countless times en route to family holidays in Pembrokeshire , reporter Zoe Chamberlain had never really taken the time to see beyond the town's tourist attractions. Nestled on the banks of the River Tywi and flanked by the Brecon Beacons and Cambrian Mountains, it was a r egular pit stop for herself and her family . She said: "We usually park up and hike up the hill to explore the 13th-century castle ruins and pay homage to the statue of Welsh resistance hero Llywelyn ap Gruffydd Fychan . It's become a tradition for my children, a chance to stretch their legs during our journey. "But I must admit, until recently, I'd never actually ventured into the heart of the town. That changed when I needed to post a letter as recorded delivery." For the first time, Zoe crossed the main road and headed away from the castle ruins. And what she discovered was a hidden gem that her family had overlooking on all their previous visits. She reported to BirminghamLive: "It felt like we'd stumbled upon a Royal jubilee or an old-fashioned street fair. It was like stepping back in time, yet there was a freshness and energy that was utterly captivating." Taking it all in, Zoe was eager to delve into every quaint gift shop, charity store, hidden alleyway and retro vintage boutique, and pop into each pub for a pint. However, time was against them as they had plans to meet the extended family. But when she got back home, Zoe delved deeper into what makes Llandovery so unique. King Charles selected the Llwynywermod Estate, near Llandovery, as his personal residence in Wales during his tenure as Prince of Wales, and it's easy to see why. The estate remains under the ownership of the Duchy today. Known as "the beating heart of drover country" (referring to those who drove livestock to market), weekly livestock sales are a significant part of Llandovery's economy. Zoe said: "We've seen this firsthand in the car park adjacent to the castle, and there's an annual sheep festival too. You can visit the tourist information centre, the Llandovery Museum, and the Penygawse Tea Rooms, reputed to serve the best coffee in Wales." Even the post office is brimming with gifts and the staff are incredibly friendly. For more information, check out the Discover Carmarthenshire website which offers plenty of ideas and tips for local walking routes. Having discovered the quaint little town, Zoe now admits: "When I return for a day trip, these independent shops in Llandovery are on my to-do list: Books at the Dragon's Garden, an award-winning indie bookshop; Llandovery Antiques Centre, offering 2,500 square feet of antiques and collectables; and La Patisserie, a bakery and deli boasting mouth-watering pastries and bubble teas." There is also the Myddfai Trading Company, a social enterprise that creates its own natural toiletries and fragrances, Bumblebees of Llandovery haberdashery, Lorwyn Gifts with a variety of gifts, children's clothes and toys, and Davies and Co, filled with "lovely things for you and your home", which are all part of the charm of Llandovery.