A leading US travel magazine, on 1/4, unveiled its list of "hidden gem cities"—destinations worldwide that possess understated beauty, rich experiences, and evocative charm. According to the ranking, Hoi An secured the top spot, with Da Nang coming in second.
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Foreign visitors enjoying cuisine in Hoi An in late march 2026. Photo: Nguyen Dong
The "hidden gem cities" ranking was compiled from research on 23 global destinations. It evaluated locations based on criteria including: travel costs, weather conditions, and "experience density"—a crucial factor in the evaluation scoring.
Hoi An led the ranking with 92,96 points. This score reflects its ability to offer diverse experiences within a compact, easily explorable area.
According to Travel + Leisure, Hoi An is not only a well-preserved ancient town but also a "living heritage," where historical values remain present in daily life. The ancient town impresses visitors with its narrow, lantern-lined streets, East-West fusion architecture, and time-worn rooftops.
Most attractions, cafes, restaurants, and traditional craft shops are within walking distance, allowing visitors to explore at their own pace. Local culinary experiences, such as banh mi, cao lau, banh bao, and banh vac, also contribute to a seamless, culturally rich journey.
The magazine's photo editor, Taylor McIntyre, commented that Hoi An "is like a doorway to the past," with its colorful houses, ancient temples, and distinctive silk lanterns. According to him, its ability to evoke emotion and connect memories is what creates the destination's unique appeal.
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Two tourists jogging on a beach in Da Nang. Photo: AFP
From the ancient town, the travel journey can extend to nearby areas, where sea, river, and local life intertwine. The convenient connection between Hoi An and Da Nang is seen as an advantage, allowing visitors to move flexibly between heritage sites and coastal urban areas.
Beyond the two Vietnamese representatives, the list also recognized 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, Hoi An and Da Nang jointly leading the ranking is not only international media recognition but also opens opportunities to attract tourists. This is particularly true for the North American market, where Travel + Leisure significantly influences destination choices.
Travel + Leisure is a leading US travel magazine established in 1971, specializing in showcasing destinations, hotels, and travel trends. The publication, part of the Dotdash Meredith group, is known for its reputable rankings, which greatly influence international travelers' destination choices.
Tuan Anh (According to Travel + Leisure)
