Don’t get me wrong—Hoi An is beautiful. But like many destinations shaped by the weight of global tourism, there’s a layer beneath the Instagrammable surface that TripAdvisor reviews often miss (or politely avoid). So, let’s pull back the curtain and talk about what TripAdvisor got wrong about Hoi An.
Hoi An: a charming riverside town draped in lanterns, whispered about in every backpacker blog and recommended on every travel list. If you’ve ever scrolled through TripAdvisor’s glowing reviews, you might think Hoi An is a dreamy, tranquil escape frozen in time. But is that the full picture?
Spoiler: not quite.
1. “It’s an untouched gem.” – Not Anymore.
Hoi An was a hidden gem. Now, it’s one of the most visited spots in Vietnam, and the cracks are showing. The Old Town, while undeniably picturesque, often feels more like a theme park version of itself than a living, breathing Vietnamese town.
Every building in the historic district has been converted into a boutique, tailor shop, or café. Locals? They’re often pushed out by rent hikes or only show up to serve tourists. What you’re seeing is not daily life in Hoi An—it’s a curated set for foreign consumption. That authenticity many TripAdvisor users rave about? It’s… curated at best.
2. “The tailoring is incredible and cheap!” – With Strings Attached
Hoi An is famous for its tailors, and yes, you can get a suit in 24 hours. But many of the top-reviewed tailor shops on TripAdvisor are part of a larger, slightly shady affiliate network. Many hostels, hotels, and even drivers earn commission by sending tourists to specific shops, which often drives up prices and lowers quality.
You’ll find countless reviews celebrating $100 suits. What you don’t see? The tourists returning home to discover uneven stitching, poor fabric quality, or ill-fitting clothes that fall apart after one dry clean.
3. “It’s so peaceful and relaxing!” – Until It Isn’t
TripAdvisor reviews will have you imagining quiet strolls along the Thu Bon River or breezy bike rides through the rice paddies. Reality? You’re dodging busloads of tourists and guided groups all angling for the same sunset shots. During peak season, the Old Town is packed shoulder-to-shoulder with selfie sticks and blaring speakers from tour guides.
At night, the lantern-lit boat rides that dominate your feed? Gorgeous in photos, chaotic in real life. Dozens of boats jostling for space, pushy vendors, and overpriced tickets can make what’s supposed to be magical feel surprisingly stressful.
4. “Locals are so friendly!” – But What Are They Really Thinking?
Vietnamese hospitality is real, but the tourism machine has altered interactions. Some locals are indeed kind and welcoming. Others are understandably weary. Over-tourism has changed their hometown, and it’s not always for the better.
Some TripAdvisor users confuse customer service with cultural authenticity. But remember: being friendly when you’re dependent on tourism isn’t the same as genuine warmth. It’s important to distinguish between real connection and performance.
5. “You must buy a lantern/tailor-made suit/leather bag!” – The Souvenir Trap
TripAdvisor tends to elevate shopping experiences in Hoi An, especially at night markets. But much of what’s sold there isn’t made locally. Lanterns? Mass-produced in nearby factories. Leather goods? Often imported. Even the famed “custom” tailoring is sometimes outsourced to workshops.
You’re not supporting local artisans as much as you think—you’re contributing to a tourist economy.
So, Is Hoi An Still Worth Visiting?
Absolutely. But go with clear eyes. Look beyond the five-star reviews and curated snapshots. Rent a bike and get out of Old Town. Spend time in Cam Kim or Tra Que Village. Eat at local eateries without English menus. Talk to locals without buying something. Experience the Vietnam that exists outside the TripAdvisor bubble. Even better, spend some time in Da Nang, Vietnam.
Hoi An doesn’t need to be perfect to be beautiful. It just needs to be seen honestly.
A Personal Take
My Final Thoughts
TripAdvisor is a helpful tool—but it often tells a partial story, especially in places like Hoi An where tourism has rewritten the town’s identity. So take the five-star reviews with a grain of salt. Travel with curiosity, not just a checklist.
And most importantly: leave space for the unscripted moments. They’re usually the best part of any trip.
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Photographed by Alissa November 2024
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