US travel magazineTravel + Leisureannounced on April 1, 2026, in itsWorld’s Hidden Gem Cities Rankings 2026(ranking of the world's hidden-gem cities), where the ancient central Vietnamese town ofHoi Anhas92.96 pointstook first place in the world, and the neighboringDa Nangranked second globally. In a ranking that evaluated 23 cities on three axes—travel cost, climate, and density of activities and restaurants relative to city size—Hoi An was described as a place of "lantern-lit alleys," "East-meets-West architecture," and "a window into the past."VnExpress InternationalHere we organize the evaluation points and practical information based on that coverage.
First among 23 cities—at the world's summit with 92.96 points
The Travel + Leisure ranking is an annual survey covering23 citiesaround the world. It is scored on the following three axes:
- Travel cost(value for money on airfare, lodging, and dining)
- Climate(length of the season suited to sightseeing)
- Density of activities and restaurants relative to size(a metric that tends to favor smaller cities)
Hoi Anscored 92.96 points overalland took first place in the world, edging out strong contenders such as Bruges in Belgium, Essaouira and Chefchaouen in Morocco, Calabria in Italy, Paros in Greece, Cambridge in the UK, Belgrade in Serbia, and Cascais in Portugal.Da Nang came in secondand, because Hoi An and Da Nang are about a 30-minute drive apart, the ease of visiting both together was also a plus.
Editor Taylor McIntyre: "a window into the past"
Travel + Leisure editor Taylor McIntyre described Hoi An as"a window into the past"and praised the backstreet scenery lined with colorful houses, temples, and silk lanterns. The specific points she cited were as follows:
- Lantern-lit alleys(the symbol of its night views)
- East-meets-West architecture(a blend of Chinese, Japanese, and French colonial styles)
- Old buildings layered with history(an old quarter lined with houses more than 100 years old)
- A concentration of cafés, restaurants, and craft shops(packed within walking distance)
- Local cuisine(banh mi, cao lau, and white rose dumplings)
The magazine described Hoi An as "living heritage," highly rating the fact that it functions as a working town rather than a museum-style preservation.
Da Nang takes second—pairing with Hoi An adds points
Second-placed Da Nang was rated for its beaches, emerging urban infrastructure, and international airport. It sits about a 30-minute drive from Hoi An, and about 45 minutes from Da Nang International Airport to Hoi An, sothe ease of pairing the twoboosted both cities' scores. Travel + Leisure positions Hoi An and Da Nang as "complementing each other."
World Hidden Gem Cities 2026 main ranking
| Rank | City / Country | Evaluation points |
|---|---|---|
| 1st | Hoi An (Vietnam) | Lantern alleys, East-meets-West architecture, 92.96 points |
| No. 2 | Da Nang (Vietnam) | Beaches, international airport, links with Hoi An |
| 3rd | Bruges (Belgium) | Canals, medieval architecture |
| 4th | Essaouira (Morocco) | Atlantic-coast port town |
| 5th | Chefchaouen (Morocco) | The blue town |
| No. 6 | Calabria (Italy) | Mediterranean coast |
| 7th | Paros (Greece) | The whitewashed island |
| 8th | Cambridge (UK) | University town, historic buildings |
| 9th | Belgrade (Serbia) | Crossroads of Eastern Europe |
| 10th | Cascais (Portugal) | Atlantic-coast resort |
Reactions from the industry and local media
「ベトナムの2都市が世界TOP2を独占したのは初めて。ホイアン・ダナンの一体観光が国際的に認知された証拠だ」（ダナン市観光局・旧クアンナム省エリア担当者のコメント意訳）
"I'm glad Hoi An on a lantern-festival night has been evaluated by world standards. It's a town you should visit before it gets too crowded with tourists." (paraphrased from a travel blogger's post on X)
"Da Nang as the new city and Hoi An as the old city complement each other. Being able to experience both on the same itinerary is the strength." (paraphrased from a comment on a video by a Hanoi-based travel YouTuber)
On social media, comments such as "I'll use this as a reference for my Hoi An trip" and "I want to go over the next holiday" lined up, and the number of domestic flight searches within Vietnam (Hanoi and Ho Chi Minh City to Da Nang) is said to haverisen about 30% in the week after the announcement.
Impact on Japanese tourists and practical information
Hoi An is a classic central-Vietnam destination for Japanese travelers too, withthe tailor street that draws a rush of made-to-order buyers on TikTokand many spots tied to Japan, such as the Japanese Bridge (Lai Vien Kieu). Access from Japan is viadirect flights from Narita and Kansai to Da Nang International Airport,and it's about a 45-minute taxi ride from the airport to Hoi An.
The best season isFebruary to April and September to October,and caution is needed during the rainy season (late October to December), which carries a flood risk. Entering the old quarter requires apreservation fee of 120,000 VND (about 706 yen),which includes admission tickets to five heritage buildings.
Ripple effects on the industry and society
The world-first rating also creates a new challenge for the city of Hoi An:strengthening its tourism capacity. Quang Nam Province has announced plans to expand the pedestrian-only zone of the old quarter in 2026 and introduce a digital reservation system to disperse tourists.Alongside the news that Ho Chi Minh City's fine dining entered the world's top 10,the Vietnamese tourism industry ismoving from "mass tourism" to "quality tourism"into a transition period.
For accommodation and dining businesses in Hoi An, the title of world number one is a powerful marketing asset. At the same time, to keep the surge in tourists from affecting the traditional architecture and residents' lives, city authorities have signaled a policy of tightening caps on accommodation capacity.
Practical information to grasp before visiting
| Item | Details |
|---|---|
| City name | Hoi An / Da Nang |
| Access | About a 45-minute drive from Da Nang International Airport |
| Direct flights from Japan | Narita / Kansai to Da Nang |
| Best season | February-April / September-October |
| Old quarter admission | 120,000 VND (about 706 yen, includes 5 heritage sites) |
| Specialty dishes | Cao lau, white rose dumplings, banh mi |
| Signature experiences | Lantern festival (14th of each lunar month), tailor-made clothing, boat tours |
| Recommended stays | Boutique hotels in the old quarter / An Bang Beach resorts |
| Days needed | 3 days/2 nights (1 night in Da Nang plus 2 nights in Hoi An is the standard) |
Summary: the 92.96-point ancient town that shows "where to go now"
First among 23 cities and a score of 92.96 means that Hoi An hasrisen beyond "number one in Vietnam" to the very top of the world's hidden-gem cities. Lantern-lit alleys, East-meets-West houses, and cafés and craft shops packed within walking distance—it has all of these at a density no other World Heritage town can match.
When travelers from Japan tire of the standard Vietnam routes (Ho Chi Minh City and Hanoi), the next strong option isDa Nang plus Hoi Anas a paired trip. If you want to visit before the world's number-one rating spreads, securing your itinerary within 2026 is a realistic window.
Source
- VnExpress International｜Hoi An, Da Nang top Travel + Leisure’s World Hidden Gem Cities Rankings
- Travel + Leisure｜The World’s Best Hidden Gem Cities of 2026
- Vietnam Plus｜Hoi An tops Travel + Leisure Hidden Gem Cities ranking
- Hanoi Times｜Hoi An, Da Nang rank top 2 on Travel + Leisure Hidden Gem list
