A beautiful market town just outside London has been called a “little Provence”. Hitchin is a market town in the north of Hertfordshire. 

The town dates from at least the 7th century, in the valley of the River Hiz at the northeastern end of the Chiltern Hills. Hitchin, a historic Hertfordshire market town, earned the nickname "Little Provence" for its picturesque lavender fields at Hitchin Lavender, which bloom in summer, reminiscent of the French countryside. It attracts visitors seeking a French atmosphere with its independent shops, cobbled streets, and foodie scene. Lavender has long been grown in the fields around the town, and an early industry in the town was lavender distilleries.

Hitchin Market remains one of the largest in the area with general markets every Tuesday and Saturday, a bric-a-brac and collectables market on Fridays, and a Sunday Car Boot. There are also Local Produce and Crafts specialist markets on the last Saturday of each month. 

A Lifestyle market is held on every second Saturday of the month, while occasionally there are Art Markets. Hitchin Markets is also the venue for the annual Duck Race during Hitchin Festival.

Hitchin hosts an annual Arts and Music Festival with over 100 events throughout the month. Hitchin Festival includes picnics, concerts, theatre, ghost walks, art exhibitions, comedy club, talks, summer fetes and fireworks. Since 2014, Hitchin has hosted a yarn festival.

At the southern end of the town centre is Hitchin Priory, a former monastery dating back to 1317, which was partially rebuilt into a large country house with extensive parkland following the dissolution of the monasteries.

Nearby are the Chiltern Hills, an Area of Outstanding Natural Beauty across 660 square miles of Oxfordshire, Buckinghamshire, Hertfordshire, and Bedfordshire.

There are lots of walks in the area, including the two-mile Chalk Hills Walk starting at the Lilley Arms and the five-mile Three Springs Walk starting at the Red Lion.