Hailed as a world-leading "hidden gem," Hoi An impresses with its reasonable cost of living, compact and easy-to-explore space, and dense concentration of experiences.
Tourists check in at a cafe with a distinctive yellow wall, August 2024. Photo: Linh Huynh .
In early April, the leading American travel magazine Travel + Leisure published its list of "hidden gem cities"—destinations around the world that possess hidden beauty, rich experiences, and are full of inspiration. With 92.96 points, Hoi An (Da Nang City) topped the ranking, reflecting its ability to offer a wealth of experiences in a compact, easily accessible space.
The "hidden gem cities" ranking is based on research of 23 global destinations, using criteria including travel cost, weather conditions, and "experience density." In this ranking, experience density—the number of outstanding activities and restaurants relative to the city's size—plays a key role.
According to the American magazine, Hoi An Ancient Town, a UNESCO World Heritage site, is considered the center of all experiences. The area is notable for its lantern-lit streets, ancient architecture, and iconic structures such as the Japanese Bridge.
Tourists exploring Hoi An ancient town, August 2024. Photos: Pham Toan, Linh Huynh.
The compact Old Quarter, with its rows of low-rise buildings, shops, and cafes lining the Thu Bon River, allows visitors to easily navigate on foot. Most attractions, restaurants, and shops are within short distances.
In the evening, thousands of lanterns illuminate the neighborhood, while boats drift leisurely on the river, creating a characteristic scene that attracts both locals and tourists.
The culinary experience is also an essential part of visiting Hoi An, with signature dishes such as banh mi, cao lau, and banh bao. Coffee is everywhere, from street vendors to modern cafes.
As night falls, the riverside area comes alive with the Hoi An Night Market (also known as Nguyen Hoang Night Market), a hub of food stalls, souvenir shops, and entertainment options.
Taylor McIntyre, senior photo editor at Travel + Leisure , calls Hoi An "a gateway to the past" with its colorful houses, ancient temples and pagodas, and distinctive silk lanterns.
Beyond the city center, visitors can easily travel to the tranquil, tree-lined An Bang beach or participate in local activities such as riding in basket boats on the river and exploring the suburban countryside.
People wearing traditional Vietnamese ao dai dresses stroll through Hoi An's old town, August 2024. Photo: Linh Huynh.