Hoi An and Da Nang named the world's most attractive hidden gems by Travel + Leisure

On April 2, the Da Nang Tourism Promotion Center announced that Da Nang and Hoi An topped Travel + Leisure’s list of the world’s most attractive “hidden gems,” based on the magazine’s ranking.

How the ranking was calculated

The study covered 23 destinations worldwide and used criteria including cost, density of experiences, and weather conditions. Experience density carried the largest weight in the scoring.

Top results: Hoi An and Da Nang

With a score of 92.96 points, Hoi An ranked first globally. Da Nang followed, placing the two cities as a leading pair at the top of the list, supported by strong connectivity.

What Travel + Leisure highlighted about Hoi An

Travel + Leisure described Hoi An as a well-preserved ancient town and a “living heritage,” where the past remains present in daily life. The ancient town features lantern-lit streets, aging roofs, and architectural works showing East–West influences. The magazine emphasized that the town is not only to be viewed, but also to be entered and experienced with multiple senses.

Experience density and walkability

Most experiences in Hoi An are within walking distance, ranging from small cafes and signature dishes such as banh mi, cao lau, and banh vạc to traditional handicraft shops. Travel + Leisure noted that this close proximity helps make travel between experiences seamless.

Other destinations included in the list

Alongside cities in Vietnam, the hidden gem list also included destinations spanning Europe and North Africa, such as Bruges, Essaouira, and Chefchaouen (Morocco), Calabria (Italy), Paros (Greece), Cambridge (UK), Belgrade (Serbia), and Cascais (Portugal).

Broader influence

Travel + Leisure is one of the leading travel magazines in the United States and is widely influential in shaping international destination choices, particularly among travelers in the North American market.