Discovering hidden gems

“I thought this journey would probably be long and… unnecessary for a town I’d visited so many times. But it turned out not to be the case. Hoi An is still changing every day, with so many brand-new stories that I didn’t know about.”

A unique journey with the experience of creating your own version of fish sauce. Photo: Four Seasons Resort The Nam Hai.

That's the sentiment shared by Thùy Minh, one of the first tourists to participate in the Hội An exploration tour designed by Four Seasons Resort The Nam Hải. The trip didn't take her to the familiar sights of the ancient town, but instead revealed a different facet of this already famous land – where everyday stories, traditional crafts, and cultural memories quietly exist behind the bustling tourist facade.

A journey to uncover hidden stories.

In early 2026, Four Seasons Resort The Nam Hai introduced a unique, bespoke Hoi An experience, opening the door for visitors to step into a world of people, customs, and cultural spaces rarely seen on travel maps or social media.

The journey of discovery begins at Heart of the Earth Spa, as the gentle morning sun shines on the tranquil waters of the Ha My beach resort. In this peaceful setting, guests experience traditional Bodywork therapy. Drawing from ancient healing methods, the treatment offers moments of serenity and relaxation, preparing both body and mind for a full day of exploration.

The first stop is a simple kitchen nestled amidst a fertile field. Here, visitors can learn firsthand about and practice the traditional tofu-making process under the guidance of the homeowner, who has dedicated their life to the craft. From soaking and pressing soybeans to observing how fresh tofu is transformed into delicate "vegan cheeses," each step is performed slowly and meticulously.

A vegan lunch was prepared right in the kitchen. Simple dishes became special when enjoyed in a warm and friendly atmosphere, while the host slowly recounted the journey of preserving the traditional craft.

After lunch, the journey continues to an art space nestled amidst lush green gardens. Hand-woven brocades, rustic pottery, and exquisite carvings unfold like stories told through materials and time. And behind each item lies the story of artisans from various ethnic communities across Vietnam.

The visit concluded with the enjoyment of a traditional Vietnamese filter coffee brewed by the founder of the art space himself. The rich aroma of coffee permeated the tranquil garden, evoking stories of heritage, memory, and how those values ​​can continue to thrive in contemporary life.

The final stop on the journey is an experience of tasting exclusive fish sauce. Through gentle guidance and unexpected variations, from concentrated fish sauce and spray bottles to mayonnaise, the experience opens up a new, more refined and intimate perspective on this familiar condiment that often makes foreign tourists hesitant. The journey concludes with each traveler creating their own version of fish sauce, as a way to fully preserve the spirit of the trip.

Revitalize old destinations.

In the tourism industry, the term "hidden gems" is often used to refer to places that are little-known but possess exceptional natural, cultural, or human beauty. These are usually locations outside of popular tourist routes.

However, in the context of the growing experiential tourism industry, "hidden gems" are no longer just exotic locations. In many familiar destinations, this concept is also understood as a way to refresh the exploration journey through bespoke experiences – small, private trips that allow travelers to delve deeper into the layers of local culture.

More and more travelers are seeking such experiences. According to CNBC (USA), based on an analysis of 25 global studies on the travel and tourism industry, the trend of avoiding peak seasons and moving away from overcrowded destinations in search of authentic experiences will be one of the driving forces shaping the world's tourism industry in 2026.

Travel is therefore gradually changing in its approach. Booking.com's trend report notes a growing demand for personalized, less conventional experiences that often deviate from popular travel routes.

In other words, modern travelers are gravitating towards "ultra-local" experiences – where they can meet locals, listen to everyday stories, and feel the rhythm of life in a place from the inside, rather than just observing from the outside.

This change has opened up new approaches to familiar destinations. Places that seemed to have been fully explored, like Hoi An, can still reveal many more layers of stories.

Marcel Oostenbrink, General Manager of Four Seasons Resort The Nam Hai, said the resort's "hidden gems" journey is built on the close relationships the resort has cultivated with local artisans and curators.

"By spending a full day alongside those who have dedicated their lives to cooking, creating, and preserving traditions, visitors will gain a more authentic and profound understanding of the soul of Central Vietnam," he shared.

From that perspective, Hoi An is not just an ancient town. It's also about small kitchens nestled in rice paddies, fish sauce factories along the coast, and gardens where artisans quietly preserve the memories of various cultures.

And sometimes, simply by turning away from a crowded street, we can discover our own "hidden gem" on our journey of exploring this land.

Source: https://baodanang.vn/kham-pha-nhung-vien-ngoc-an-3329037.html