Hoi An and Da Nang are the world's most attractive 'hidden gems'

The American travel magazine Travel + Leisure has honored Hoi An and Da Nang as the top destinations on its list of attractive "hidden gem cities" to explore, affirming their position on the international tourism map.

The leading American travel magazine announced on April 1st its list of "hidden gem cities" – destinations with hidden beauty, rich experiences, and full of inspiration around the world. According to the ranking, Hoi An came first, while Da Nang ranked second.

Foreign tourists enjoying the cuisine in Hoi An at the end of March 2026.

The "hidden gem cities" ranking is based on research of 23 global destinations, using criteria including travel cost, weather conditions, and "experience density"—a key factor in the scoring system.

With 92.96 points, Hoi An tops the ranking, reflecting its ability to offer a wealth of experiences in a compact, easily discoverable space.

According to Travel + Leisure, Hoi An is not only a well-preserved ancient town but also a "living heritage," where historical values ​​are still present in daily life. The old town impresses with its narrow streets adorned with lanterns, buildings bearing the mark of Eastern-Western influences, and roofs steeped in history.

Most attractions, cafes, restaurants, and traditional craft shops are within walking distance, allowing visitors to easily explore at their own pace. Local culinary experiences such as banh mi, cao lau, banh bao, and banh vac also contribute to a seamless and rich journey.

The magazine's photo editor, Taylor McIntyre, remarked that Hoi An "is like a window into the past," with its colorful houses, ancient temples, and distinctive silk lanterns. He believes that its ability to evoke emotions and connect with memories is what makes this destination so uniquely appealing.

Two tourists jog in front of a beach in Da Nang.

From the ancient town, the travel itinerary can extend to neighboring areas, where the sea, river, and local life intertwine. The convenient connection between Hoi An and Da Nang is considered an advantage, allowing visitors to flexibly move between heritage sites and coastal cities.

Besides the two Vietnamese representatives, the list also includes many other destinations such as Brugge (Belgium), Essaouira and Chefchaouen (Morocco), Calabria (Italy), Paros (Greece), Cambridge (England), Belgrade (Serbia), and Cascais (Portugal).

According to tourism experts, the fact that both Hoi An and Da Nang lead the rankings is not only a recognition from international media but also opens up opportunities to attract tourists, especially from the North American market – where Travel + Leisure has a significant influence on destination choices.

Travel + Leisure is a leading American travel magazine, founded in 1971, specializing in showcasing destinations, hotels, and travel trends. The publication belongs to the Dotdash Meredith Corporation, renowned for its prestigious rankings and significant influence on international travelers' destination choices.