The COVID-19 pandemic has posed unprecedented challenges to global economic and social systems, particularly in the tourism sector—both worldwide and in Vietnam. Amid the prolonged crisis marked by multiple waves, tourist cities faced substantial difficulties, including severe psychological, social, and economic disruptions. However, these cities have also demonstrated varying degrees of resilience and adaptability during and after the pandemic. Hoi an (Quang Nam), designated a UNESCO World Cultural Heritage Site in 1999, has long been a popular destination for domestic and international visitors alike. Drawing on theoretical insights and empirical data, this paper critically examines the impacts of the COVID-19 pandemic on Hoi and evaluates the city's response and adaptation strategies. The study also proposes several solutions for the sustainable recovery and development of tourism in Hoi and other urban tourist destinations amid evolving societal contexts.