Hoi An, Asia's "living heritage".

What makes Hoi An – a “living heritage” on the Hoai River – a place that millions of tourists always want to return to? The answer lies in the authentic experiences and emotions that visitors share when they set foot in this ancient city.

The Japanese Bridge (Chua Cau) is always a popular destination for tourists visiting the ancient town of Hoi An. Photo: TAN CHAU

Hoi An is captivating because it perfectly preserves the blend of Asian and European architecture, with its moss-covered ancient roofs and narrow streets winding along the Hoai River. Despite the crowds of tourists year-round, the pace of life here remains slow and peaceful in an indescribable way.

Over 400 years old, Hoi An is like a vibrant painting, each season bringing its own unique beauty, sometimes tranquil, sometimes dazzling with the shimmering light of lanterns, but always leaving visitors with a feeling of familiarity and peace.

Gomez, a tourist from Spain, shared: “Hoi An is amazing. I’ve traveled to many places in Asia, but Hoi An has a peace that’s hard to describe. Every street corner touches the old but is still vibrant. The people are always smiling and friendly. The gentle pace of life makes me slow down with every step. I will definitely come back.”

Tourists enjoy strolling along Bach Dang Street to admire the Hoai River. Photo: TAN CHAU

Visitors to Hoi An come not only to admire the ancient houses or the dazzling lanterns. They come to touch, feel, and live in the cultural life of the local people. One of the most popular experiences for tourists is making traditional lanterns themselves – a symbol of Hoi An.

Michell, an Australian tourist, excitedly said: " Hoi An is enchanting thanks to the lanterns hanging all over the streets. But it's even more fun to make a lantern myself right in this ancient setting; it's the most beautiful and meaningful memory for me."

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I never thought I could make such a beautiful lantern. The artisans patiently explained how to make each bamboo strip and each piece of silk. This will be the most special gift I can bring home to show off to my friends."
Sam, an Australian tourist.

Being honored as Asia's Leading Cultural City Destination five times in a row is not just an award; it's a recognition of the persistent efforts of the government, people, and business community of Hoi An.

A group of Italian tourists experience a traditional lantern-making workshop. Photo: TAN CHAU

Hoi An has created a distinctive cultural space, linking preservation with daily life, ensuring that every tourist experience bears the strong imprint of local culture. The ancient town is preserved not only by its tiled roofs and yellow walls, but also by the way its people live, work, welcome visitors, and tell their stories with all their pride.

For many years, Hoi An has felt like home to foreign tourists. Wherever you go, at any time of year, you'll see tourists wandering through picturesque villages, cruising on the Hoai River, strolling through moss-covered ancient streets, and enjoying delicious traditional cuisine…

For tourists, Hoi An is not only beautiful, but also a place where they find peace, cultural connection, and community spirit. It's also a place where every experience can become an unforgettable memory. This helps Hoi An continue to shine as a "living heritage" of Asia.

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