Troyan is a town remembering the name of Roman Emperor Trajan, in Lovech Province in central Bulgaria with population of 21,997 inhabitants, as of December 2009. It is the administrative centre of the homonymous Troyan Municipality. The town is about 162 kilometres (101 miles) away from the country capital Sofia. The river of Beli Osam passes through the heart of the town. The 2011 Census indicates that the population of the Trojan was 21.194 inhabitants. The racial distribution of the inhabitants is ethnic Bulgarians (87.29%), with minorities being Roma (1.23%) and Turks (1.03%). The ethnicity for 10,21% of inhabitants is not known. Donka Mihaylova of Bulgarian Socialist Party has been the town's mayor since 2011.

The Troyan region is home to the cultural and historical site of the Troyan Monastery. August 15 is the day of the Monastery's Patron Saint, when thousands of people from the country gather to celebrate and see a unique icon of Mary. The icon is unique in that Mary has three hands made of silver. The origins of the icon are unknown but there are many stories, some of which involve miracles.

The town is famous for its traditional pottery, probably developed partly as a result of the qualities of the local clay soil. Pottery was a main source of income for the local craftsmen during the Bulgarian Renaissance age. Now handmade pottery items are sold as souvenirs to tourists. Fine examples of traditional pottery can be seen in the town's museum, across from the municipal building.

Also notable are the Nunki Complex and the St Paraskeva Church, both built in the first half of the 19th century.

The production of premium quality plum brandy (rakia) has become a part of the local culture. In connection with this, the town holds the annual Festival of the Plum in the autumn. Plum brandy from Troyan has gained national and international acclaim at major showcases.

The official day of Troyan is October 14, the day of the town's patron saint, St Petka Paraskeva.

Troyan Peak in Tangra Mountains on Livingston Island in the South Shetland Islands is named after the town.