Troyan, associated mostly with its famous nearby monastery, is a laid-back, slightly faded town enjoying crisp, clean mountain air. The grand, communist-era square has a relaxed atmosphere and several well-frequented cafes. There’s also a notable Pomak Muslim population. Although there’s not much to do, it makes a good base for seeing the Troyan Monastery, Lovech and Karlovo. Troyan’s also close to some excellent Stara Planina hiking paths.
Millennia ago, the Thracians first made Troyan strategically significant. During the Bulgarian National Revival period, it became famous for woodcarving, metalwork and particularly pottery. Examples of these crafts can be admired at Troyan's museum.