In April 2026, the acclaimed U.S. travel magazine Travel + Leisure released its "World's Best Hidden Gem Cities 2026" ranking, with Vietnam's Hoi An taking first place (score: 92.96) and Da Nang second. Topping the list ahead of European and Middle Eastern destinations such as Bruges in Belgium and Chefchaouen in Morocco is a historic feat, showing that Vietnam's tourism competitiveness has reached world standards.
Details of the ranking: why Hoi An scored 92.96
In the Travel + Leisure reader vote, the following categories are assessed:
| Category | Hoi An's strengths |
|---|---|
| Richness of food | A distinctive food culture including cao lau, white rose, and banh mi |
| Cultural heritage | The preservation of the UNESCO World Heritage site, Lantern Street, and the Old Town |
| Local experiences | Hands-on tourism such as tailoring, lantern-making, and cooking classes |
| Value for money | You can experience world-class quality at Southeast Asian prices |
| Access | About 30 minutes by car from Da Nang International Airport |
A score of 92.96 ranks among the highest in past "hidden gem city" rankings. Reader comments included "there's something new to discover no matter how many times you go," "the home of Vietnamese cuisine," and "the lantern festival is the world's most romantic."
The Vietnamese reaction: pride mixed with "crowding concerns"
Local Vietnamese reactions blend pride with mixed feelings. In the comment sections of VnExpress and Tuoi Tre (Youth), many voices said "the world has finally recognized us," while concerns also surfaced: "if any more tourists come, the Old Town will become too touristy," and "will locals still be able to live there?"
実際、ホイアンは2019年頃からオーバーツーリズムの問題が指摘されてきた。旧市街への入場料制度（12万VND≒約720円）は、観光客数の管理とインフラ維持のために設けられた措置だ。今回のランキング掲載で認知度がさらに高まることで、行政による入場制限強化や予約制の導入も検討されている。
The concrete impact on Japanese tourists: now is the "peak season"
Following the Travel + Leisure ranking, interest from Japan in trips to Hoi An and Da Nang has surged.Da Nang International Airport, highly rated by Skytrax,makes for easy access too.
Key timing information for Japanese travelers is as follows:
| Period | Conditions in Hoi An and Da Nang |
|---|---|
| April–May | A good pre-rainy-season stretch. The April 30 and May holidays are sure to be crowded |
| June–August | Da Nang's beach season is in full swing. In Hoi An, rain increases in the afternoons |
| September–October | Typhoon and flood season (Hoi An in particular carries a flooding risk) |
| November–February | The best season. The lantern festival is held on the 14th of the lunar month |
April, right after the ranking's release, is very much the "peak season." However,many tours over the April 30 and May holidays are already sold out,so early action is called for. The lantern festival (the 14th of each lunar month) is a stunning sight you can catch only once a month.
Three spots you absolutely can't miss on a Hoi An trip
Here's the appeal of Hoi An—rated "No. 1 in the world" by Travel + Leisure—summed up from a Japanese traveler's perspective:
- Lantern Street (Hoi An Ancient Town): The nighttime lantern lighting is magical. The lantern festival on the 14th of the lunar month is an experience in a class of its own
- Cao lau (Cao Lầu): Hoi An's signature noodle dish. Made with local well water, it's said the real thing can't be eaten anywhere but Hoi An
- Tailor Street: Custom-made clothing is finished within 24 hours. Travelers from around the world come for souvenirs
A combined trip to Hoi An, crowned "the world's No. 1 hidden gem," and Da Nang, the access hub from Japan, is a top candidate for your 2026 travel plans.Combined with the Hue Festival 2026,it completes the ultimate itinerary for exploring central Vietnam in depth.
[Source]
VnExpress English, "Hoi An, Da Nang top Travel + Leisure’s world hidden gem cities rankings" (April 14, 2026)
https://e.vnexpress.net/news/travel/places/hoi-an-da-nang-top-travel-leisure-s-world-hidden-gem-cities-rankings-5060904.html
