Hoi An welcomes 2026 with expectations: New tourism products and market expansion

The first visitors

On Thursday morning, a ceremony was held at the iconic Japanese Covered Bridge area to welcome the first group of international tourists to visit the ancient town in the new year. This event also marked the beginning of the new tourism year 2026.

Amidst the resounding drumbeats, 29 Filipino tourists, brought by the Visit Indochina Company, expressed their surprise and delight at the warm welcome they received.

Mr. Novilyn Lorente, a Filipino tourist, shared that all members of the group were surprised by the hospitable welcome that Hoi An extended to them.

“I have celebrated New Year in many places, but Hoi An offers a very special feeling, especially the hospitality of the people which is very lively and warm. I will definitely return to Hoi An in the near future" he said.

The Philippines is a promising market with a high interest in cultural and heritage tourism, particularly experiences that connect with the rhythm of the ancient town and its local culture.

The choice of Hoi An by the Philippine group as their New Year's destination brings new hope for the market in 2026.

According to Mr. Pham Phu Ngoc, Director of the Hoi An World Cultural Heritage Conservation Center, the decision to welcome first international guests of the new year at the Japanese Covered Bridge carries symbolic significance. It also evokes memories of Hoi An’s history as a once bustling international trading port and a crossroads of many cultures over time.

Mr. Ngoc unveiled that in the near future, the unit will coordinate with local authorities to launch specialized tours focusing on the in-depth exploration of unique cultural heritage values such as the "Journey back through memories" night tour at the Hoi An Prison site, the “Decoding Hoi An’s Heritage Architecture” tour, the “Touching the Heritage” journey, traditional craft and folk art experience tours, and a specialized tour on "Traces of Ancient Tuong”. Additionally, new art and creative spaces will be developed.

Along with these activities will be a number of international festivals tied to the "Creative City", including the Da Nang International Lantern Festival 2026, the "Hoi An - Da Nang Creative Week 2026", and the 22^nd edition of the Hoi An - Japan Cultural Exchange.

Targeting nearby tourist markets

In Da Nang's tourism development strategy, the ancient town of Hoi An continues to play a pivotal role in spreading its influence to the southern areas of the city with a series of attractive service products, aiming for "unique discoveries and novel experiences" associated with a creative tourism ecosystem.

As part of Da Nang's tourism development strategy, Hoi An continues to play a pivotal role in spreading its appeal to the southern region of the city. It offers an attractive range of services and products aimed at tourists seeking "distinctive explorations and unique experiences" which are integrated into a creative tourism ecosystem.

According to Mr. Van Ba ​​Son, Deputy Director of the Da Nang Department of Culture, Sports and Tourism, Hoi An has long been known as a prominent tourism brand of Vietnam and the region.

Hoi An is not only a living heritage city where cultural values are preserved in its architecture, festivals, and traditional crafts but also in the peaceful, kind-hearted, and hospitable lifestyle of its people, loved by both domestic and international tourists.

“Tourism space in Da Nang is currently quite large and diverse, offering potential products for various tourist markets. Therefore, in addition to traditional tourist markets such as Europe, America, and Northeast Asia, some nearby markets like the Philippines and Southeast Asian nations will also be priorities for the city in the current and coming years. This will help realize the goal of making Da Nang a leading tourism hub in the country and region” Mr. Son shared.