From the stunning coastline and the Norfolk Broads, to the heart of Norwich city centre, our county is often thought of as a well-kept secret.
And now a mid Norfolk market town has been named as one of the UK's top-rated destinations for a summer holiday.
Dereham was described as a 'hidden gem' in data published by rentals site Holiday Lettings, part of TripAdvisor.
And the company ranked Dereham second on the list of the ten best hidden gem summer holidays in the UK.
The town, which received an average rental review score of 4.9 out of five, was beaten to the top spot by Thirsk, in Yorkshire.
Areas in Northern Ireland, Cornwall, and Lincolnshire made up the remainder of the top five.
In a blog on the Holiday Lettings site, Dereham is described as 'picturesque' and a 'charming summer holiday idea'.
The blog also mentions some of the highlights of the town, including the weekly market; the flint stone church of St Nicholas'; the history and archeology museum; and the town's oldest building, Bishop Bonner's Cottage, which is described as 'well worth a view'.
The site also notes the range of activities for visitors who want to explore further afield.
The blog, published on Thursday, July 12, added: 'Visitors can catch a steam train and puff along the Mid Norfolk Railway or take the car out to visit the gorgeous Norfolk coast with its pretty towns and shoreline.
'The vibrant city of Norwich is around 15 miles away.'
Laurel Greatrix, a spokesperson for Holiday Lettings, also described Dereham as 'great value' for holiday rentals.
Read more: Ten things to do in Dereham, mid Norfolk's 'hidden gem'
Dereham resident and carnival volunteer, Justin Dack, said: 'I think Dereham has really turned a corner in the last few years with its community events and general community spirit.'
Mr Dack, 44, added: 'I would absolutely encourage people to visit and also get involved in local community events.'
Dereham mayor Hilary Bushell added that she would welcome anyone to visit Dereham.
She added: 'We've got so much heritage here, we're steeped in history, we've got lovely countryside walks and beautiful wildlife areas.
'And of course it's a lovely, welcoming little town - and it helps that we've also got free parking.'
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