Hoi An expands tourism beyond ancient town to protect heritage

Once a bustling port city in the 15th and 16th centuries, Hoi An - now part of Da Nang City - is internationally recognized as a top tourist destination. However, its popularity has come at a cost: overcrowding in the ancient town is putting increasing pressure on conservation and restoration efforts.

Developing and expanding tourism through green tourism, circular tourism, experiential travel, and diversified linked destinations has proved effective in dispersing tourist traffic and reducing the load on heritage sites.

Nearby areas such as Duy Xuyen, Dien Ban, and Thang Binh have seen tourism growth as a result, improving local livelihoods and ensuring a more sustainable tourism environment.

Mounting pressure on heritage spaces

Since Hoi An was designated a UNESCO World Cultural Heritage Site in 1999, tourist arrivals have surged, boosting socio-economic growth. Visitor numbers rose from 100,000 in 1999 to over 4.4 million in 2024, including 3.57 million international arrivals.

Tourism revenue reached a record VND 5.231 trillion (approximately USD 215 million), signaling a strong recovery. In just the first half of 2025, Hoi An welcomed around 2.8 million visitors, up 17.4% compared to the same period in 2024.

Tourism has stimulated the growth of Hoi An’s commerce and service sectors, encouraging the development of local businesses. Yet the rapid growth is straining the compact space of the ancient town.

According to Professor Lam Thi My Dung, Head of the History Department at the University of Social Sciences and Humanities, Vietnam National University, Hanoi, Hoi An is now facing “over, over, over-tourism.”

It’s an easy stop for visitors traveling from Da Nang, with access to nearby attractions like My Son Sanctuary. But this convenience also leads to mass visitation and congestion.

Before the COVID-19 pandemic, most tourism products were concentrated in the town center, while the surrounding areas had yet to develop compelling attractions. This has made the already limited space even more crowded.

Quang Nam Province and the former Hoi An administration had previously invested in restoring numerous historic sites. Thanks to these efforts, Hoi An was praised by UNESCO for effective cultural heritage preservation. However, the town is now facing several challenges in balancing preservation and development.

Currently, about 200 ancient houses in Hoi An have been transferred or leased to outsiders for commercial purposes, drastically altering the character of the town. Once spaces for family life and worship, many of these houses now serve solely as retail shops, eroding the town's cultural soul.

Experts stress the urgent need to replan the ancient town’s architecture and space to reduce tourism-related risks such as fire hazards, traffic density, environmental degradation, and climate change impacts.

Nguyen Van Son, former Chairman of Hoi An’s People’s Committee, acknowledged that although tourism and services have improved residents’ lives, preserving the ancient town’s soul remains a formidable challenge.

“Our biggest concern is what we call 'heritage bleeding.' Due to economic pressures or inheritance divisions, many owners are forced to sell their ancestral homes - now valued at USD 1.6–2 million each. Once ownership changes, the structure and spirit of these heritage buildings are at risk. While this is legally permissible, it calls for broader conservation strategies,” said Mr. Son.

Diversifying tourism in adjacent areas

Alongside restoration projects supported by domestic and international partners, Hoi An has introduced creative tourism products such as "Ancient Town by Night," "Walking Streets," and night markets tied to traditional cultural festivals, attracting a wide range of tourists.

To alleviate crowding, authorities have promoted more than 50 traditional craft villages like Kim Bong carpentry village, Triem Tay bamboo village, Thanh Ha pottery village, Lam Yen drum village, and brocade weaving villages of the Co Tu ethnic group.

Quang Nam Province also offers 128 agri-tourism sites, including the popular Tra Que vegetable village, Bay Mau nipa palm forest in Cam Thanh, Cu Lao Cham island, and Tan Thanh fishing village. After COVID-19, international tourists have increasingly preferred eco-friendly, nature-based destinations.

To unlock local tourism potential, Quang Nam adopted several policies and infrastructure investments. Resolution No. 13-NQ/TU (July 20, 2021) on trade and tourism development to 2025 with a 2030 vision, and its Green Tourism Development Plan to 2025, laid critical groundwork. Quang Nam also became the first province in Vietnam to introduce a comprehensive set of green tourism criteria.

Silk Sense Hoi An River Resort in Tay Hoi An Ward, Da Nang City, was among 11 establishments certified under the province’s green tourism standards by the end of 2022. In early September 2023, it became Vietnam’s first plastic-free hotel.

Tran Thai Do, the resort's owner, shared that the resort's sustainable development journey involves using eco-friendly materials and actively reducing plastic waste. “Announcing ourselves as a plastic-free hotel means committing to compliance and continuous maintenance. This builds guest trust while fulfilling our mission for sustainable tourism,” he said.

Hoiana Resort & Golf, a 4-kilometer beachfront complex in Duy Nghia Ward, Da Nang, has transformed a once-barren sandy area into a thriving destination. Before the project, locals relied mainly on fishing for their livelihood. Today, many have shifted to tourism-related jobs.

Alan Teo, CEO of Hoiana Resort & Golf, noted, “Over-tourism is a global issue. In Vietnam, visitors still flock to only a few hot spots. Green tourism isn’t just about environmental protection - it requires redistributing tourist flow and creating community value. Without this, sustainable growth isn’t possible.”

“Hoiana supports Da Nang and Hoi An by developing a complementary ecosystem. Our goal is to create a place where guests connect with the environment, culture, and people. This not only eases pressure on the ancient town but also lengthens stays and increases spending,” he added.

According to Van Ba Son, Deputy Director of the Department of Culture, Sports and Tourism of Da Nang, diversifying products and promoting community-based tourism will make Da Nang a uniquely appealing destination.

“Expanding tourism into suburban and surrounding areas allows us to develop infrastructure, attract investment, and ensure locals benefit from tourism - not just in the city center but across rural craft villages and eco-zones,” Son said.

vietnamnet