In the list of “hidden gem cities” – destinations that embody understated beauty, rich experiences, and a sense of discovery – recently announced by Travel + Leisure, both Hoi An and Da Nang secured the top two positions, reaffirming the remarkable appeal of Da Nang’s tourism on the global travel map.
As one of the most influential travel magazines in the United States, Travel + Leisure plays a significant role in shaping international travel trends, particularly among North American travelers. Being featured in this list is not only a recognition in terms of media visibility, but also opens new opportunities to connect with global audiences seeking immersive and personalized travel experiences.
From the perspective of Travel + Leisure, Hoi An is not merely a well-preserved ancient town, but a “living heritage” – where the past continues to exist within everyday life. The Old Town unfolds through lantern-lit streets, timeworn rooftops, and architectural traces shaped by the cultural exchange between East and West. This is not a place to simply observe, but to step into and experience through all the senses.
Most experiences in Hoi An are within walking distance. From cozy cafés and iconic local dishes such as banh mi, cao lau, and white rose dumplings, to traditional handicraft shops, everything is naturally arranged within a compact yet layered space. This sense of proximity not only makes moving around convenient, but also allows each experience to flow seamlessly into the next.
“Hoi An feels like a window into the past,” shared Taylor McIntyre, Senior Photo Editor at Travel + Leisure, when describing the town’s colorful houses, ancient temples, and delicate silk lanterns. This observation helps explain the destination’s charm: it lies not in spectacle, but in its ability to evoke emotions and connect with memory.
As night falls, the riverside becomes a focal point, with Hoi An Night Market and boats gently drifting along the water, reflecting the vibrant glow of lanterns. The rhythm of life shifts, not into noise, but into a lively yet balanced atmosphere, creating a deeply iconic scene.
The ranking was developed based on an analysis of 23 destinations worldwide, evaluated across criteria such as cost, experience density, and climate conditions, with “experience density” carrying the greatest weight. With a score of 92.96, Hoi An ranked first globally, followed by Da Nang, forming a leading destination pair that reflects the appeal of a highly connected travel ecosystem.
From the heritage core, the journey naturally expands to surrounding spaces, where the sea, rivers, and local life intertwine, creating layers of experiences that flow into one another. This movement does not feel fragmented, but rather like a continuous narrative, where each stop adds a new dimension to the overall journey.
The list also highlights culturally rich destinations across Europe and North Africa, including Bruges (Belgium), Essaouira and Chefchaouen (Morocco), Calabria (Italy), Paros (Greece), Cambridge (United Kingdom), Belgrade (Serbia), and Cascais (Portugal).
Surpassing many globally renowned destinations, Da Nang’s appeal lies not in titles, but in its ability to create emotionally rich experiences. It becomes a destination of choice for global travelers – a place where each journey is not only about exploration, but also about connection and a return to one’s authentic self.
DANANG TOURISM PROMOTION CENTER
