Hoi An's tourist crowds thin out: Is the ancient town losing its appeal?

"My hotel used to be almost fully booked year-round, but this year has been noticeably quieter," the director of a major hotel in Hoi An told Tuoi Tre (Youth) online newspaper.

"We need to face the reality and find ways to attract more visitors during the low season."

Is Hoi An's historic charm enough to keep tourists coming back?

While tourism across Da Nang City has grown steadily in recent years, Hoi An has experienced a slowdown during this year's low season, possibly due to broader market challenges and travelers' concerns about heavy rain and flooding.

Nguyen Duc Quynh, vice-chairman of the Da Nang Tourism Association, said the ancient town had successfully preserved its UNESCO-recognized heritage but it needed fresh experiences to encourage repeat visits.

"Hoi An has done an excellent job of preserving and promoting its heritage, but can it do it even better?" Quynh said.

He suggested that tourists exploring the town's roughly-two-kilometer walking route should have more engaging activities beyond admiring historic architecture and shopping.

Quynh proposed developing art tours and creative spaces where visitors could experience local culture, interact with artists, and participate in activities.

"Too many similar-looking shops are making the ancient town feel monotonous. Beyond its historic charm, Hoi An needs fresh stories and artistic spaces where visitors can appreciate art, get creative, and interact with others," Quynh said.

He stressed that introducing new attractions should build on the town's existing cultural heritage rather than alter its identity.

Calls for year-round tourism experiences

Tourism officials and businesses have also urged Hoi An to move away from its traditional dependence on peak-season travel by developing experiences suited to different times of the year.

Previous ideas, including rainy-season tours, exploring the ancient town during floods, and experiencing the region's golden rice harvest, have largely remained on paper.

Le Cong Sy, director of the Hoi An Dong Public Service Provision Center, said visitor numbers at the Cam Thanh coconut forest attraction had fallen by around 50 percent compared with the summer.

However, arrivals remained stable compared with the same period last year, as the attraction's waterways were relatively unaffected by flooding.

Le Quoc Viet, vice-chairman of the Da Nang Tourism Association, proposed developing a 1.2-kilometer bamboo bridge near the Co Co River to connect Tra Que Vegetable Village, An My rice-growing village, and Tan Thanh fishing village.

The area could host floating markets, traditional folk performances, sunset tours, and activities offering visitors a glimpse into local fishing communities.

Another proposal involves creating a traditional Vietnamese medicine quarter, combining wellness retreats, herbal experiences, and health-focused cuisine.

Viet said such attractions could encourage tourists to spend several days in Hoi An instead of visiting the ancient town briefly before leaving.

He also emphasized that local residents should play a central role in developing tourism and benefit directly from it.