Dr Charlotte Russell, Clinical Psychologist & Founder

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Hoi An is beautiful, busy, overwhelming, and unforgettable, sometimes all within the same hour. Most travellers arrive expecting lanterns reflected in the river and tailors ready to stitch up a dream outfit overnight, and those things are absolutely part of the magic. But what you only really understand once you’re here is how much contrast the town holds. One minute you’re swept along in a tide of scooters and tour groups; the next you’re tucked into a quiet café, hands wrapped around a coffee, watching the world soften for a moment.

Hoi An can feel intense, especially in the Ancient Town at peak times. The colours, the heat, the soundscape; it all comes at you at once. Yet that same vibrancy is what makes the place linger in your memory. It’s alive in a way that’s both energising and slightly chaotic, and somehow that combination becomes part of its charm.

 

And when you get home, you might notice something unexpected: a renewed appreciation for the sanctuary of pavements, crossings, and the gentle predictability of your own streets. Hoi An expands your senses, stretches your patience, and then sends you back with a deeper gratitude for the quiet corners of everyday life.

I stayed in Hoi An for 5 days during my recent 3 weeks in Southeast Asia trip. On reflection this duration was a little too long, and so I’m recommending 3 days. There is plenty to do here, but no need for a prescriptive itinerary, just fill your days with the activities below in the way that feels right for you.

Hoi An activities

Exploring the ancient town

Hoi An’s Ancient Town wasn’t always the lantern‑lit postcard it is now. For centuries, it was one of Southeast Asia’s most important trading ports, drawing merchants from China, Japan, India, and later Europe. Its position along the Thu Bồn River made it a natural meeting point, and you can still feel that layered history in the architecture: Japanese wooden bridges, Chinese assembly halls, French‑influenced shopfronts, and traditional Vietnamese homes sitting side by side. It’s rare to find a place where so many cultural influences remain so intact, and that’s part of what makes wandering these streets feel like stepping into a living archive.

Today, the Ancient Town is recognised as a UNESCO World Heritage Site, and it’s remarkably well preserved. Many of the buildings you see are original or carefully restored using traditional techniques, which gives the area a sense of authenticity that’s increasingly hard to find in popular destinations. The pedestrianised streets help protect the old structures, and while the crowds can be intense, the preservation work means you’re experiencing something genuinely historic rather than a reconstruction. Step inside one of the old merchant houses and you’ll see the same carved beams, tiled courtyards, and river‑facing balconies that traders used hundreds of years ago. It’s this blend of history, craftsmanship, and lived‑in charm.

Having clothing tailor‑made

One of the most iconic things to do in Hoi An is to have an item of clothing tailor‑made. The town is famous for its tailoring tradition, with hundreds of ateliers ranging from quick‑turnaround shops to specialist studios, and the quality can be exceptional.

I had a linen dress made at Milan, a tailor that specialises in beautiful, breathable linen pieces. The whole experience was such a joy: choosing the fabric, discussing the cut, and watching the dress take shape over a couple of days. The key thing to know is that you should do this at the very first opportunity. Even simple designs often require two or more fittings to get the shape just right, and the tailors here take real pride in perfecting the fit.

 

It’s a lovely way to take home something meaningful from your trip, not just a souvenir, but a piece of clothing that carries the memory of Hoi An’s craft, colour, and energy.

Evening street food tour

A brilliant way to ease yourself into Hoi An’s energy is with an evening street food tour, and this one was a real highlight of our time here. We joined a small group, just us and a lovely couple from Germany, which made the whole evening feel friendly and relaxed. Our guide, Tham, was fantastic; warm, funny, and full of local knowledge. She took us to places we’d never have found on our own, from tiny family‑run stalls to tucked‑away spots serving dishes that have been perfected over generations. It wasn’t just about eating (though the food was incredible); it was about understanding the stories behind each dish and the role food plays in Vietnamese culture.

There were so many stops on the food tour that I actually lost count. I think this is a good sign! The stand out dishes included the banh mi (of course), cao lu noodles, shrimp dumplings, shrimp wontons, and the sweet black sesame soup, which is thought to have numerous health benefits. The tour finished with a refreshing iced herbal tea at MOT, which is a very popular and Instagram-able place. It’s not style over substance though; I enjoyed the tea so much that I went back later in my trip for another.

Discovering Vietnamese coffee

One thing you absolutely shouldn’t miss in Hoi An is the Vietnamese coffee culture. You’ll find great little cafés all over the city. The coffee itself is strong, rich, and often sweetened with condensed milk, which gives it that unmistakable flavour you start to crave after a couple of days.

It’s also the perfect place to try egg coffee, a Vietnamese speciality made with whipped egg yolk, sugar, and strong coffee. It’s creamy, velvety, and almost dessert‑like — I found it very sweet, but it’s such a fun and memorable thing to try at least once while you’re here.

My Son Sanctuary — Private Tour

A visit to My Son Sanctuary is a beautiful way to deepen your understanding of Vietnam’s history, and opting for a private tour with a local guide makes the whole experience feel calm and flexible — especially after the intensity of Hoi An’s old town. We booked this tour and found the structure worked perfectly. A taxi driver collects you from your hotel and takes you out to the site, which sits in a lush valley about an hour away. When you arrive, you’re met by a local guide who stays with you for around 45 minutes.

That balance was ideal. The guide gave us just the right amount of context — the story of the Champa Kingdom, the symbolism in the carvings, the impact of the war — without overwhelming us. After that, we were free to wander the ruins at our own pace, take photos, and soak up the atmosphere. The site itself is incredibly atmospheric: partly restored, partly reclaimed by nature, with mountains rising all around.

Enjoying a massage

Hoi An is one of those places where you can find a massage on almost every corner, from simple walk‑in spots to beautifully designed spas offering full wellness menus. After a day of wandering the Ancient Town or cycling to the beach, it’s one of the easiest (and most affordable) ways to unwind. Standards do vary, but when you find a good place, the quality can be exceptional. I tried Spa Be Nguyen twice during our stay, and it was excellent on both occasions and I’d totally recommend it.

Aerial Yoga and Nourish Eatery

A lovely way to balance out the busyness of Hoi An is with an aerial yoga class at Mint studio. The class itself is playful and grounding in equal measure, giving you a chance to stretch, float, and reset after days of exploring, eating, and weaving through scooter traffic.

And because it’s located right behind Nourish Eatery, you can have a delicious brunch after your class. I absolutely loved the food here — fresh, colourful, nourishing dishes that feel like exactly what your body wants after long travel days. I ended up going back a few times during my stay, partly for the food and partly because the whole place has such a relaxed, restorative vibe.

Where to stay in Hoi An

For Hoi An, I’m recommending Zen Boutique, a place that ended up feeling like a real retreat from the intensity of the old town. It sits a little outside the centre, which means you’ll likely rely on Grab for getting around — and honestly, that’s no bad thing. Walking in Hoi An can be… an adventure. The scooters, the traffic, the lack of pavements — it’s not for the faint‑hearted, especially in the heat. Having a calm base to return to makes all the difference.

Zen Boutique itself is quiet, friendly, and beautifully run. The staff were incredibly helpful, the rooms were comfortable, and the whole place had a relaxed, homely feel.

The breakfast was excellent and included fruit, yoghurt and your choice of Vietnamese dish. This means that you can get your banh mi fix for breakfast!

When is the best time to visit Hoi An?

Hoi An has two very different personalities depending on the season, and choosing the right time to visit can really shape your experience. The most popular months are February to April, when the weather is warm, dry, and comfortable enough for both exploring the Ancient Town and spending time at the beach. This is when the colours feel their brightest, the evenings are balmy, and the lanterns glow against clear skies.

We visited in January, which turned out to be a lovely time for wandering the streets, drinking coffees, and exploring without the intensity of the heat. The temperatures were mild and comfortable for sightseeing, and the town felt a little quieter than peak season. The trade‑off is that it’s not really beach weather — the sea can be rough, the skies a little grey, and you’ll likely keep your swimwear firmly in your suitcase. But if your priority is exploring, eating, and soaking up the atmosphere rather than sunbathing, January can be a great choice.

Hoi An’s rainy season runs roughly from October to December, when heavy showers and occasional flooding can affect travel plans. It’s still beautiful in its own moody, reflective way, but it’s worth being prepared for disruptions. On the other end of the spectrum, May to August brings hot, humid days and the best beach conditions, though the heat can make exploring the Ancient Town feel more intense.

Last but not least..

If you’re feeling hedonistic: look no further than Burger Craft because sometimes only a burger hits the spot! The food was great here and Mr Travel Psychologist enjoyed that they also serve local craft beers.

 

If you want a sense of accomplishment: commission something from one of Hoi An’s tailors and actually make a decision. With hundreds of fabrics, endless designs, and enthusiastic staff ready to customise every detail, simply choosing a style can feel like a small victory. Walking out with a perfectly fitted piece you helped create is even better.

Reasons to be optimistic: Hoi An is a town shaped by reinvention. Once a major trading port, it faced centuries of decline when the river silted up — yet instead of disappearing, it preserved its heritage and eventually emerged as one of Vietnam’s most celebrated destinations. Its UNESCO status reflects not just its beauty, but the community’s commitment to protecting what makes it unique.

Tourism has brought new challenges, but it has also created opportunities for local families, craftspeople, and small businesses to thrive. Walking through the Ancient Town today, you can feel that blend of history and renewal — a reminder that places can evolve, adapt, and still hold onto their soul.