The Viet Nam National Authority of Tourism said Viet Nam has once again made its mark on the global tourism map, as Hoi An Ancient Town was ranked first in the list of the world’s most captivating “hidden gems” compiled by renowned travel magazine Travel + Leisure.

According to Travel + Leisure, new research shows that travellers are increasingly seeking out “hidden gem cities” — destinations with understated beauty, rich experiences, and a strong sense of discovery around the world. These “hidden gems” promise unforgettable experiences for short breaks.

To compile the ranking, Travel + Leisure analysed destinations around the world based on criteria such as affordability, density of experiences, and weather conditions. Each factor was scored on a 100-point scale. Experience density accounted for 50% of the total score, while cost made up 40% and weather 10%.

Hoi An topped the ranking of the world’s most captivating “hidden gems” with an impressive score of 92.96. Meanwhile, Da Nang was also honoured in second place on Travel + Leisure’s list.

The result reflects a new travel trend, as international visitors increasingly prioritise destinations that offer rich experiences, reasonable costs, and are not overly crowded.

At the heart of Hoi An is its ancient town, a UNESCO World Cultural Heritage Site.

Taylor McIntyre, an editor at Travel + Leisure, likened Hoi An to a window opening onto the past, with its colourful houses, ancient temples, and signature silk lanterns. According to Taylor McIntyre, the ability to evoke emotion and connect with memory is what gives the destination its distinctive appeal.

By contrast, Da Nang’s urban centre presents a completely different character, modern and dynamic, yet still closely connected to nature. This coastal city stands out for its long sandy beaches, spacious urban environment, and well-developed tourism infrastructure.

The Viet Nam National Authority of Tourism said the fact that Hoi 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.

Travel + Leisure’s ranking also honoured many other “hidden gems” around the world that deserve greater exploration, including Bruges in Belgium, Essaouira and Chefchaouen in Morocco, Calabria in Italy, Paros Island in Greece, Cambridge in the United Kingdom, Belgrade in Serbia, and Cascais in Portugal.