The historic town of Hoi An has once again been named Vietnam’s friendliest destination, marking its third consecutive year at the top of the ranking released by Booking.com.
The list is part of the 14th annual Traveller Review Awards, which are based on more than 370 million verified traveler reviews worldwide. The rankings highlight destinations where visitors consistently praise the warmth, hospitality, and service of local communities.
For international travelers, the results offer a snapshot of the places in Vietnam where visitors feel most welcome—not just impressed by scenery, but genuinely hosted by locals.
Why Hoi An Continues to Win Travelers’ Hearts
Hoi An has long been one of Vietnam’s most recognizable travel destinations.
The UNESCO-listed ancient town is famous for:
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Well-preserved centuries-old architecture
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Lantern-lit streets and riverside cafés
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A unique mix of Vietnamese, Chinese, and Japanese cultural influences
But beyond its postcard beauty, travelers frequently praise the friendliness of local residents and hospitality businesses, which has helped the city maintain its top ranking.
According to Booking.com’s Vietnam country manager Branavan Aruljothi, a destination is defined not only by landscapes or heritage but also by the people who create memorable experiences for visitors.
Vietnam’s Top 10 Friendliest Destinations in 2026
The ranking reflects a diverse mix of landscapes—from mountains and rural villages to islands and coastal towns.
1. Hoi An
2. Mai Chau
3. Cu Lao Thu
4. Ninh Binh
5. Ha Giang
6. Con Dao
7. Phong Nha
8. Da Lat
9. Phu Quoc
10. Cao Bang
The list illustrates how Vietnam’s tourism appeal spans multiple travel styles—from cultural cities and eco-destinations to remote island escapes.
Vietnam’s Tourism Reputation Continues to Rise
Beyond destinations, the Traveller Review Awards also recognized over 13,000 accommodation providers across Vietnam, reflecting growing service quality within the country’s tourism industry.
Traditional hotels remain the most highly rated lodging type, followed by:
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Serviced apartments
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Homestays
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Aparthotels
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Villas
Globally, however, travelers are increasingly choosing apartments and vacation homes, reflecting a growing preference for authentic local experiences and sustainable travel.
A Tourism Brand Built on Hospitality
Vietnam has become one of Asia’s fastest-growing tourism markets, attracting visitors with its culture, landscapes, cuisine, and affordability.
But industry leaders say what often leaves the strongest impression is something less tangible: the hospitality of local communities.
From lantern-lit streets in Hoi An to mountain villages in Ha Giang, it’s the people behind the destinations that continue to shape Vietnam’s reputation as one of the most welcoming places to travel in Asia.
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Source: Vietnam Insider