What visitors say about Hoi An - Asia’s “Living heritage”

That enduring impression was underscored once again when the ancient town was named Asia’s Leading Cultural City Destination at the World Travel Awards 2025, marking the fifth consecutive year Hoi An has received the title.

The accolade reflects more than architectural preservation. For many travellers, Hoi An stands out for its atmosphere: a slow, gentle rhythm of life that contrasts sharply with the pace of modern Asian cities.

Despite welcoming large numbers of visitors year-round, the town retains a sense of tranquility that many describe as difficult to put into words.

Located along the Hoai River, Hoi An has a history spanning more than 400 years.

Its well-preserved urban fabric bears the imprint of centuries of cultural exchange, most visibly in its harmonious blend of Asian and European architectural influences.

Moss-covered tiled roofs, narrow winding streets and ochre-colored facades form a landscape that feels both historic and lived-in, offering visitors the sense that the past remains an active presence rather than a static display.

Seasonal changes bring subtle transformations. During the daytime, Hoi An appears contemplative and restrained. In the evening, the ancient town becomes radiant under the glow of thousands of lanterns.

“I have travelled widely across Asia, but Hoi An offers a kind of peace that is very rare. Every corner feels old, yet alive. People are warm and welcoming, and the relaxed rhythm of daily life makes you walk more slowly. I am certain I will return”, said Gomez, a visitor from Spain.

Travellers are drawn not only to the town’s visual appeal, but also to its living cultural practices. Visitors are invited to participate in everyday traditions that continue to define Hoi An’s identity.

Among the most popular experiences is learning how to make traditional lanterns, long regarded as a symbol of the old town.

“Hoi An shines because of its lanterns. But making one myself, inside such a historic setting, was the most meaningful memory of my trip”, said Michelle, a tourist from Australia.

“I didn’t think I could make such a beautiful lantern. The artisans patiently explained every step, from shaping each bamboo rib to stretching the silk. This will be the most special gift I take home to show my friends”, said Sam, an Australian visitor.

Such personal encounters help explain why Hoi An continues to resonate with global audiences.

The World Travel Awards recognition reflects the town’s ability to preserve authenticity while remaining welcoming and accessible, shining as one of Asia’s true “living heritage” destinations.

For many years, Hoi An has felt less like a stop on an itinerary and more like a second home for foreign visitors.

At almost any time of day, travellers can be seen wandering through idyllic countryside villages, gliding along the Hoai River by boat, strolling past moss-covered houses in the ancient town, or savoring traditional local dishes.