The ancient town of Hoi An has been ranked the world’s best “hidden gem” destination, according to a new list published by Travel + Leisure.

The ranking, compiled by travel analysis firm Sweepstakes Table, evaluated destinations based on three key criteria: experience density (50%), affordability (40%), and weather conditions (10%). Hoi An achieved an overall score of 92.96, placing it comfortably ahead of runner-up Da Nang.

Hoi An Ancient Town

Hoi An’s appeal lies in its well-preserved old town, a UNESCO World Heritage Site known for lantern-lit streets, historic architecture, and a charming riverside setting. Landmarks such as Japanese Covered Bridge, along with traditional houses and local shops, are all within easy walking distance, making the city highly accessible for visitors.

Beyond its scenery, Hoi An is also celebrated for its vibrant culinary culture. Local specialties such as banh mi, cao lau, and white rose dumplings offer a distinctive taste of central Vietnam, complemented by the country’s renowned coffee culture. In the evening, the riverside comes alive with night markets and lantern-floating activities, creating a uniquely atmospheric experience.

Visitors can also explore nearby attractions, including An Bang Beach, or take part in local experiences such as basket boat rides through water coconut forests.

Hoi An’s top ranking underscores Vietnam’s growing appeal as a destination for travelers seeking authentic, affordable, and culturally rich experiences away from overcrowded tourist hubs.