Discover Hoi An - the world's most captivating "hidden gem".

The narrow streets, ancient architecture, and the romantic Hoai River evoke a sense of nostalgia, leaving visitors with unforgettable impressions of Hoi An – a place that Travel & Leisure considers the world's most captivating "hidden gem."

A picturesque corner in Hoi An's old town. (Photo: CHIEU ANH)

The Vietnam National Tourism Administration announced that Vietnam has once again made its mark on the global tourism map as Hoi An Ancient Town has been ranked highest on the list of the world's most attractive "hidden gems" by the renowned travel magazine Travel+Leisure.

According to Travel & Leisure, new research shows that travelers are increasingly seeking out "hidden gem cities"—destinations that are like hidden gems, offering rich experiences and inspiring adventures around the world. These "hidden gems" promise unforgettable experiences for short trips .

To compile this ranking, Travel & Leisure analyzed destinations globally based on criteria such as affordability, experience density, and weather conditions. Each factor was scored on a scale of 100. Experience density accounted for 50% of the total score, while cost accounted for 40% and weather for 10%.

Hoi An topped the ranking of the world's most attractive "hidden gems" with an impressive score of 92.96. Meanwhile, Da Nang was also honored with second place on Travel+Leisure's list.

This result reflects a new travel trend, where international tourists increasingly prioritize destinations that offer rich experiences, reasonable costs, and are not overly crowded.

The heart of Hoi An is its Old Town – a UNESCO World Heritage Site.

Taylor McIntyre, editor of Travel & Leisure, likens Hoi An to a window into the past, with its colorful houses, ancient temples, and distinctive silk lanterns. According to Taylor McIntyre, the ability to evoke emotions and connect with memories is what creates the unique appeal of this destination.

In Hoi An, tourists can easily find handicrafts for sale in specialty shops, offering good quality products at reasonable prices.

Hoi An, with its narrow streets, ancient architecture, and the picturesque Hoai River, offers a nostalgic and romantic atmosphere. With its relatively small size, visitors can easily explore the entire town on foot, enjoying its peaceful, unhurried, and intimate pace of life.

As night falls, Hoi An becomes more enchanting than ever, with lanterns illuminating the streets and reflecting on the water, while boats gently drift by, creating a poetic scene. The night market becomes a vibrant highlight, attracting tourists with its street food, handicrafts, and unique cultural atmosphere.

Besides its rich heritage, Hoi An is also attractive for its diverse culinary experiences, from banh mi, banh bao, banh vac, cao lau... to the distinctive Vietnamese coffee culture. In addition, activities such as riding a basket boat through the mangrove forest or relaxing on An Bang beach further diversify the exploration journey.

Meanwhile, the urban center of Da Nang offers a completely different atmosphere – modern, dynamic, yet still close to nature. This coastal city stands out with its long sandy beaches, spacious urban areas, and well-developed tourism infrastructure.

From the heart of Da Nang, visitors can easily access many popular destinations in the region, including Hoi An, creating a seamless connection between heritage and relaxation. In addition, experiences such as strolling along the beach, exploring iconic bridges, and enjoying fresh, delicious cuisine contribute to the city's unique appeal.

The Vietnam National Tourism Administration believes that the fact that Hoi An and Da Nang appear together in the top two positions on this ranking not only shows the diverse appeal of tourism in central Vietnam but also affirms Vietnam's increasing position as a destination rich in identity, in line with new tourism trends.

In the ever-changing global tourism landscape, hidden gems like Hoi An and Da Nang are testament to the allure of destinations that harmoniously blend traditional values ​​with contemporary experiences – where each journey is not just a trip, but an inspiring discovery.

Travel & Leisure's ranking also honors many "hidden gems" that deserve more discovery around the world, such as: Brugge (Belgium); Essaouira and Chefchaouen (Morocco); Calabria (Italy); Paros Island (Greece); Cambridge (United Kingdom); Belgrade (Serbia); Cascais (Portugal).

CHIEU ANH

Source: https://nhandan.vn/kham-pha-hoi-an-vien-ngoc-an-hap-dan-nhat-the-gioi-post954654.html