Hoi An in the world's most luxurious travel itinerary

VHO - When the world's most luxurious travel itineraries place their hopes on local cultural values ​​and a slow pace of life, Hoi An was chosen as a long-term stop on Butterfield & Robinson's "60-day Around the World" tour.

Hoi An was chosen as a long-term stop on Butterfield & Robinson's "60-day Around the World " tour.

60-day world tour

An inspiring story for Vietnam travel, where cultural treasures are waiting to be awakened and retold in the most refined language for sophisticated travelers, making journeys “astonishing at every turn”.

In celebration of its 60th anniversary, the prestigious travel agency Butterfield & Robinson has created a rare travel itinerary, the “Around the World in 60 Days” tour that spans four continents, connecting the most sophisticated and luxurious destinations.

From Moroccan palaces, the French wine route, to Indian temples, the peaceful Mekong River… the journey chose to stop for a long time in Hoi An, a small but unique ancient town.

This choice is not only an affirmation of Hoi An's unique value, but also opens up profound reflection for Vietnam's tourism development strategy: How can slow, delicate and personalized experiences become the bridge that brings us onto the global luxury tourism map?

On the special “Around the World in 60 Days” tour, B&R's journey takes travelers through Morocco

Butterfield & Robinson: The journey to create refined tourism

Founded in 1966 in Toronto, Canada, by two founders, George Butterfield and Martha Robinson, Butterfield & Robinson (B&R) from the beginning chose its own path: Not pursuing the number of destinations or famous sightseeing itineraries, but creating trips with depth and rich personal experiences.

The philosophy of “Travel slow - See more” has become the guiding principle for all of the company’s journeys. From cycling tours exploring European villages in the 1970s, B&R has gradually expanded its network to more than 40 countries around the world.

From there, we bring unique products such as: Cycling through Provence, walking tour in Bhutan, small cruise on the Mekong River, culinary - wine journey in Tuscany, or craft classes with Japanese artisans...

The common point in all B&R's itineraries is meticulous attention to every detail: carefully selected tour guides with deep understanding of local culture; smartly designed itineraries, balancing sightseeing, experience and relaxation.

The Vietnam and Cambodia leg alone lasts 7 days and 6 nights, expected from March 31 to April 6, 2026, with prices starting at 11,695 USD/person.

Accommodation space prioritizes boutique hotels and high-end homestays with their own personality. Personalized experiences, from private dinners with chefs, cooking classes, local market trips, cycling tours to craft villages, to conversations with artisans or local people.

More importantly, Butterfield & Robinson always focuses on sustainable tourism: working closely with local communities, supporting heritage conservation initiatives and minimizing the carbon footprint of the journey.

It is no surprise that B&R has been ranked in the Top 10 most favorite travel agencies in the world for many consecutive years by Travel + Leisure, Virtuoso, and Conde Nast Traveler.

And this 60-day around-the-world journey is a proud declaration of refined travel that B&R sends to the global travel community.

Butterfield & Robinson is committed to sustainable tourism.

Hoi An: A refined experience on a journey across four continents

On the special “Around the World in 60 Days” tour, B&R's journey takes visitors through Mexico, Cambodia, Vietnam, India, Morocco, Türkiye and France.

The Vietnam and Cambodia leg alone lasts 7 days and 6 nights, scheduled from March 31 to April 6, 2026, with prices starting at 11,695 USD/person (surcharge of 4,000 USD/person if staying in a single room).

Start with a 3-day cruise on the Mekong River from Cambodia, then stop in Ho Chi Minh City for a short trip, then catch a flight to Da Nang and Hoi An.

Visitors have the opportunity to venture into the tranquil countryside to taste wine at a private chateau.

It is worth noting that among all the destinations on this itinerary, Hoi An is given priority for a 3-day stay. And the reason lies not in the massive constructions or modern infrastructure, but in the cultural identity and slow pace of life of this ancient town.

Small brick-paved alleys, moss-covered tiled roofs, the quiet Hoai River, suburban craft villages, bustling local markets… are the ideal stage for tourists to “slow down”, observe and feel.

Hoi An has all the values ​​that sophisticated tourists are looking for. Cycling through the silk weaving village, visiting Thanh Ha pottery village, learning to cook traditional dishes, shopping with a chef, enjoying a private dinner in an ancient house… are experiences that are hard to match anywhere else.

Hoi An's story also reflects a major trend that is reshaping the global tourism industry: slow, personalized and sustainable travel.

More and more high-end tourists from Europe, North America, Japan, etc. are not looking for itineraries with dense destinations, but want to "live" in a cultural space, having time to listen to the stories of the land and people where they visit.

With a rich treasure trove of culture, nature and cuisine, Vietnam has a lot of potential to develop this segment. Besides Hoi An, names such as Hue, Ninh Binh, Ha Giang, Phu Yen, An Giang… can absolutely become bright spots on the global map of exquisite tourism.

Picturesque landscapes with vineyards, forests, charming villages and elegant small towns on a 60-day journey around the world

However, to do that, a long-term and systematic strategy is needed: Training high-level tour guides who understand culture and know how to tell stories with emotions; developing personalized tourism products, avoiding assimilation and industrializing experiences.

Connecting tourism with traditional crafts, cuisine, and arts, so that visitors can truly “live” in the local culture. Building a slow-deep-green destination brand with its own identity on the world tourism map.

Butterfield & Robinson's trip to Hoi An is a valuable reminder: We have cultural treasures in our hands, the important thing is to know how to tell that story in the most delicate way to the world.

In an age where tailor-made itineraries are becoming increasingly rare, Butterfield & Robinson’s approach reminds us that what keeps travelers coming back is not the number of destinations, but the depth of experience.

And Hoi An, with its own charm, is a living proof of that value. From this story, an opportunity is also opening up for Vietnam tourism: Exploring the cultural treasures and local lifestyle, to touch the souls of the most sophisticated travelers, in a slow, subtle and sustainable way.

Source: https://baovanhoa.vn/du-lich/hoi-an-trong-hanh-trinh-du-lich-sang-trong-bac-nhat-the-gioi-142051.html