Bill Bryson once called it his "favourite seaside resort" and now Llandudno has won another endorsement - as the UK's second happiest town.
The scenery is impressive and the people are a "happy bunch"
According to a poll for First Direct bank, 77% of people in the "Queen of resorts" classed themselves as happy.
Famous for its Victorian grandeur, the town was only beaten by Bournemouth where more than four out of five residents (82%) said they were happy.
Llandudno Mayor Philip Evans said he was "delighted" with the new accolade.
"One of the things I would say is that people get along well together here. We're quite a happy bunch," said Coun Evans.
"There's an air of vitality and confidence because of all the new developments that have gone on here.
"The architecture in many of the hotels on the sea front may be Victorian, but there has been considerable investment and the amenities are bang up to date."
Llandudno's core population of between 15,000 and 20,000 is swelled every year by an equal number of holidaymakers and up to 100,000 day trippers taking advantage of its attractions, like the Great Orme.
Richard Jones, marketing manager at Venue Cymru, the theatre and conference complex which has undergone a major £10.4m revamp, said visitors and residents all get along well.
"We do get a lot of holidaymakers coming in here, of course, and they are always upbeat and in a good mood," he said.
"We created quite a buzz in the town when we announced the Manic Street Preachers gig."
The Manics gig, in May, is creating an additional buzz in the town
As well as the theatre redevelopment, Mr Jones said there had been an expansion of the town centre, attracting new shops.
He added: "It's a friendly town, both for the tourists and the locals.
"It's a great feeling especially in the summer when there's a lot of people around, strolling along the prom - what can be nicer?"
Lynsey Finney, sales manager at one of the resort's landmark seafront hotels, The Grand, said she thought the sea helped put everyone in a good mood.
She said: "If you bump into someone in the city you get a glare, but here everyone's friendly and you get a smile instead."
But the mayor has a theory on why Llandudno failed to top the happiness poll.
"Bournemouth is a more southerly resort - it probably has better weather, " he said.