Travel association ABTA has revealed its Destinations to Watch for 2024 - and Shropshire has made the list.
The English county, found on the Welsh borders, attracts tourists wanting to visit rural countryside as well as some of the nation's prettiest towns.
Mark Hooper, head of Visit Shropshire, said: "Travellers are increasingly looking for space, authenticity, history, nature and great food – and we have it all in our little county."
An iconic landmark is the Ironbridge Gorge in Coalbrookdale, which straddles the River Severn.
The medieval town of Shrewsbury was the birthplace of Charles Darwin, and market town Ludlow was named one of the prettiest in the UK.
Ludlow Castle is just around the corner too - one of 32 in Shropshire, the county described by writer PG Wodehouse as “the nearest earthly place to paradise”.
Surprisingly, the region was even home to the world's first skyscraper. Ditherington Flax Mill, built in 1911 and featuring a 5-storey tower.