Illuminated by colorful silk lanterns and framed by rows of centuries-old wooden houses, Hoi An has long been regarded as a gem on Vietnam’s central coast. Yet beyond its well-known heritage charm, a contemporary side of Hoi An is gradually emerging, where contemporary artists, creative spaces, and sophisticated bars are bringing new energy to corners of the city that many visitors have yet to discover.
Renowned travel magazine National Geographic Traveller (UK) recently spotlighted Hoi An in its feature article “Beyond the Lanterns—How Hoi An’s Creative Scene Is Lighting Up Vietnam,” offering a fresh perspective on one of Vietnam’s most celebrated destinations.
As one of the world’s leading media brands dedicated to exploration, culture, and travel, National Geographic has long been a trusted source of inspiration for international travelers. Destinations featured in its publications are recognized not only for their scenic beauty but also for their cultural depth, local identity, and ability to provide meaningful and distinctive experiences.
According to National Geographic, Hoi An today is known for far more than its ancient streets, moss-covered rooftops, and vibrant lanterns lining the Thu Bon River. Behind these familiar images lies a dynamic creative community that is helping shape a new identity for the heritage city.
A Hoi An Beyond Familiar Images
For many years, Hoi An has appeared on lists of the world’s most attractive destinations thanks to its timeless beauty and distinctive cultural atmosphere. However, National Geographic suggests that the city offers much more than its historic appeal.
The article notes that Hoi An is not simply a “living museum” preserving memories of the past. Rather, it is a heritage city in constant evolution, where traditional values continue to be nurtured and reinterpreted through the creative ideas of a new generation.
The intersection of history, art, traditional craftsmanship, contemporary design, and local lifestyles has created a unique appeal that resonates strongly with international visitors.
When Heritage Becomes a Source of Creative Inspiration
According to National Geographic, one of Hoi An’s most remarkable qualities is the way local communities transform cultural heritage into new products, experiences, and creative expressions.
Artists, designers, photographers, architects, and young artisans are increasingly choosing Hoi An as a place to live, work, and develop their creative projects. They draw inspiration from the city’s historic architecture, traditional craft villages, community life, and cultural stories passed down through generations.
Rather than viewing heritage as something fixed and unchanging, Hoi An’s creative community embraces it as a living resource for telling new stories—stories that reflect contemporary life while preserving local identity.
Creative Spaces Lighting Up the City
National Geographic highlights the growing presence of art galleries, design studios, craft workshops, and independent cultural spaces throughout Hoi An.
From small galleries tucked inside heritage houses to hands-on workshops where visitors can make lanterns, create handicrafts, or learn about local artistic traditions, these experiences are expanding the city’s tourism offerings beyond conventional sightseeing.
Many creative venues have also become gathering places where local residents, artists, and international visitors connect and exchange ideas, creating vibrant cultural dialogues in the heart of the ancient town.
According to the article, these highly interactive experiences help visitors gain a deeper understanding of contemporary life in Hoi An, rather than simply admiring historic architecture or taking photographs.
Cuisine and Coffee: Part of the Creative Identity
National Geographic also views gastronomy as an important element of Hoi An’s creative story.
Famous local dishes, uniquely designed cafés, venues that blend culinary experiences with artistic expression, and sustainability-focused businesses all contribute to enriching the visitor experience.
The magazine suggests that the seamless blend of tradition and innovation found in everyday life is one of the key reasons Hoi An continues to attract travelers seeking a deeper cultural connection with their destination.
A Creative City Beyond Its Heritage Status
The article further illustrates how Hoi An is gradually establishing itself as a creative city alongside its status as a UNESCO World Heritage Site.
Efforts to preserve traditional craft villages, develop community-based arts programs, support handicraft production, and encourage creativity rooted in local culture are helping foster an increasingly vibrant creative ecosystem.
This direction also aligns with Hoi An’s participation in the UNESCO Creative Cities Network in the field of Crafts and Folk Art.
A Hoi An for the Future
For international visitors, Hoi An remains a place of peaceful ancient streets, iconic yellow houses, and the enchanting glow of lanterns after sunset.
Yet, as National Geographic observes, behind these familiar images is a thriving creative community that continues to reinvent the city through art, craftsmanship, design, gastronomy, and inspiring ideas.
It is this harmonious balance between heritage and creativity that allows Hoi An not only to preserve the beauty of its past but also to shine brightly as one of Vietnam’s most distinctive cultural destinations for the future.
DANANG TOURISM PROMOTION CENTER
