Hội An has just claimed the top spot on the world stage. The Viet Nam National Authority of Tourism confirmed that Hội An Ancient Town was ranked first in the list of the world's most captivating hidden gems, as compiled by renowned travel magazine Travel + Leisure.
The ancient riverside town, long beloved by wanderers seeking something quieter and more soulful, has now been formally recognized as the finest of its kind anywhere on the planet.
To compile the ranking, Travel + Leisure analysed destinations worldwide based on affordability, density of experiences, and weather conditions, with each factor scored on a 100-point scale. Experience density accounted for 50% of the total score, cost made up 40%, and weather 10%. Against all those benchmarks, Hội An rose above the rest.
Hội An topped the ranking with an impressive score of 92.96, while Da Nang was also honoured in second place on the same list. Taylor McIntyre, an editor at Travel + Leisure, described Hội An as a window opening onto the past, with its colourful houses, ancient temples, and signature silk lanterns forming a cityscape that evokes deep emotion and memory.
The result reflects a growing travel trend, as international visitors increasingly prioritise destinations that offer rich experiences, reasonable costs, and are not overly crowded. At its heart lies the ancient town, a UNESCO World Cultural Heritage Site that continues to charm visitors with its narrow lanes, timeless architecture, and the gentle flow of the Hoài River.
The Viet Nam National Authority of Tourism stated that the fact Hội An and Da Nang took the top two positions in this ranking not only demonstrates the diverse appeal of tourism in central Viet Nam but also affirms Viet Nam's rising status as a destination rich in identity and well suited to new travel trends.
