Is Hoi An Losing Its Charm to Overtourism or Simply Evolving?

Marla Brown
Jun 5
7 min read

Travel and Leisure Magazine has consistently ranked Hoi An, Vietnam, among the world's best cities for travel, thanks to its stunning beauty and charm. Hoi An’s cobblestone streets, lantern-lit evenings, and the allure of its ancient architecture attracted an astonishing 4.4 million tourists in 2024.

The history of Hoi An has deep roots as a vital trading port from the 14th to the 20th century. It connected European merchants to their Asian counterparts, where Japan, Portugal, and China left their mark on the ancient town.

Today, Hoi An is working to maintain its charm and character thanks to dedicated conservation efforts. It boasts over 800 historic buildings that have been preserved, so much of the old town retains its original appearance from centuries ago.

Hoi An is not a large city. It is home to only 120,000 people who make their living in tourism, agriculture, and traditional crafts.

With millions of tourists visiting Hoi An each year, this will inevitably have an impact on the local community and environment. During peak season, small, narrow streets are often crowded with pedestrians, cyclists, and local guides escorting tourists on their cyclos. At the same time, the night markets are usually so crowded that it's challenging to maneuver your way through.

Let's examine the issue of overtourism in Hoi An and consider whether it is losing its charm or merely evolving.

Japanese Bridge Hoi An Vietnam — Japanese Bridge. Hoi An, Vietnam. © Marla Brown

Why Is Hoi An, Vietnam, So Popular?

Before exploring the issue of overtourism, it’s essential to understand what makes Hoi An so unique.

Hoi An is breathtaking. Ancient colonial buildings are adorned with vibrant bougainvillea and lined with illuminated lanterns that glow at night. The Thu Bon River flows through the heart of the town, creating a picturesque scene.

The tourist area of the ancient town, free from cars, scooters, and buses, transforms into a charming space for pedestrians to wander.

If walking isn't appealing, tourists can rent bicycles or ride a cyclo operated by a local guide through the streets of Hoi An. These cyclo drivers navigate through the crowds just like the scooter drivers that effortlessly weave through the busy streets of most Vietnamese cities and towns.

cyclos hanoi vietnam — Tourists line up for a cycle tour in Hoi An. © Marla Brown

I particularly enjoy the early mornings in Hoi An, before the buses of day-trippers arrive. It is a serene environment as the locals begin their day at the local markets and prepare for the incoming crowds of tourists.

Hoi An is a very special place. However, it can get very crowded.

Overtourism in Hoi An: The Good and the Bad

What is Overtourism?

Overtourism occurs when a location receives more tourists than it can sustainably handle, resulting in adverse effects on local communities and the environment. Overtourism can have a profound impact on the lives of residents and the natural surroundings.

Platforms like social media, travel guides such as Lonely Planet, and the media in general can boost tourism to global destinations and significantly transform the landscape of a place. It certainly has made an impact here in Hoi An.

The question arises: can local communities benefit from tourism, and what impact will travelers have on the environment and local people? It results in a careful balancing act between the locals and tourists.

The Vietnam Authority of Tourism reports that Hoi An has seen substantial growth in its tourism sector over the past 20 years. In 1999, the town received 202,000 visitors, and by 2019, the number had surged to over 5 million. This rise became especially noticeable after UNESCO recognized Hoi An as a World Cultural Heritage Site in 1999.

The influx of tourists has put pressure on the infrastructure and changed the lifestyle of Hoi An's residents. The once tranquil cobblestone streets are now crowded, which reduces the peaceful ambiance and can result in a less genuine experience for visitors seeking an authentic Hoi An experience.

It's essential to remember that tourism plays a vital role in the global economy, accounting for approximately 10% and contributing US$ 10.9 trillion to the worldwide GDP. It generates local employment, provides revenue for cities, promotes cultural exchange, and can have a positive impact on the environment through initiatives such as conservation, protection, and sustainable practices.

More people are traveling now than ever before in history, and whether it’s for better or worse, residents and tourists are beginning to join together for the greater good of the environment and the local way of life.

The Rise in Tourism Challenges the Local People of Hoi An

When tourism first arrived in the small town of Hoi An, many residents welcomed visitors as a source of income and an opportunity to showcase their culture. However, as crowds grew, frustration began to set in for some locals.

A 2017 study in Hoi An, Vietnam, found that residents generally view the impacts of tourism as positive from both an economic and cultural perspective, but not from an environmental standpoint.

In an age increasingly aware of climate change, Hoi An grapples with issues like waste management and the preservation of its natural resources and waterways. The town’s waterways now face pollution partly due to the rising influx of tourists.

However, the local government is taking action. Initiatives include promoting eco-tourism and sustainable practices. Eco-friendly businesses are emerging that emphasize responsible tourism. As a result, plastic waste has declined over the past few years.

By 2050, Hoi An aspires to transform into a "green" and "smart" city, emphasizing sustainable tourism, heritage conservation, and climate-resilient growth. This involves encouraging eco-friendly practices, minimizing plastic waste, and adopting renewable energy solutions.

Managing the Flow of Tourists in Hoi An

Like many popular and over-touristed destinations around the world, local governments are regulating the number of tourists entering their communities.

Hoi An is striving to preserve the charm of the ancient town by implementing measures to control visitor numbers during peak seasons. This creates a more enjoyable environment for both travelers and locals.

Hoi An has implemented a ticketing system for visiting museums and historic houses, but exploring the old town remains free of charge. Additionally, promoting off-season travel has become a high priority.

Hoi An is evolving from merely showcasing sights to promoting experiences with the local community. There is increasing encouragement for visitors to participate in cultural activities, such as cooking classes and craft workshops.

There are many activities available on your favorite tour guide sites, such as Get Your Guide or Viator. Learn to make local Vietnamese coffee, take a cooking class, learn a local craft like calligraphy, and engage with the local people.

The Future of Hoi An, Vietnam

As Vietnam has adjusted to the surge in tourism over the past two decades, discussions about overtourism are gaining prominence among both the government and local communities, such as those in Hoi An.

As more travelers adopt responsible travel practices, Hoi An has the potential to thrive while preserving its charm. The responsibility doesn’t rest solely with the local community; we, as tourists, must also do our part. We share part of the responsibility.

Vietnam is beginning to focus on Satellite Destinations—alternative locations within the country that offer similar experiences. This initiative aims to address the issue of overtourism in popular destinations, such as Hoi An. Vietnam and Japan are collaborating on sustainable tourism, recognizing it as one of the most significant challenges in global travel today.

To learn more about this project, visit VietnamPlus.

Personal Reflections on Hoi An’s Journey

I love the town of Hoi An, but it is at a pivotal moment where today’s choices will impact its charm and identity for generations to come.

I have come in and out of the town many times over the past 7 years and have seen the cobblestone streets become increasingly crowded each year. However, if you wish to immerse yourself in a rich cultural history, this is a wonderful place to seek a deeper connection with the Vietnamese people.

Is Hoi An losing its charm because of overtourism, or is it simply evolving?

I believe the answer is complex. I hope we are witnessing a blend of the old and the new. Finding a balance between tourism and preservation is crucial.

The main question is not whether Hoi An is fading or evolving, but rather how it will sustain its charm and beauty, allowing both residents and travelers to connect in a meaningful way to benefit everyone.

It will take an effort by all.

Wherever the road may take you, I wish you the best along the way and a safe journey.

Marla