Positioning Vietnamese culinary brand
Culinary heritage is considered by tourism experts as the “gold mine” of Vietnam tourism. Possessing a rich and diverse culinary culture with the quintessence in the way of preparing and enjoying dishes that has been summarized over thousands of years of history, Vietnam has great potential to develop culinary tourism, turning cuisine into an advantage to attract visitors.
Vietnamese cuisine has been honored by many famous travel websites and culinary guides in the world , such as: CNN (USA) voted Vietnamese cuisine as one of the 10 best cuisines in the world; World Culinary Awards (under the World Travel Awards system) honored Vietnam as "Asia's Best Culinary Destination in 2022". In 2023, Hanoi surpassed Kuala Lumpur, Taipei-China and Kyoto to win the title of "Asia's Best Emerging Culinary City" at the World Culinary Awards. And recently, Michelin Guide (the world's leading culinary guide) ranked Da Nang in the list of 10 most notable culinary destinations in 2025.
Cuisine influences the decision to choose a destination and stimulates tourists' spending ability.
More specifically and practically for tourists when exploring Vietnamese cuisine is the birth of the Michelin Guide from December 2022. This has had a positive impact, bringing clear results in promoting and introducing the quintessence of Vietnamese cuisine to tourists, contributing strongly to bringing Vietnamese cuisine to the world.
Hanoi cuisine has also established itself in the hearts of politicians and international celebrities. Bun cha became famous when US President Barack Obama tried it during his visit to Vietnam in 2016. In 2023, most politicians visiting Vietnam experienced Hanoi cuisine. That was the image of South Korean President Yoon Suk-yeol and his wife enjoying pho at a restaurant on Le Thai To Street; Australian Prime Minister Anthony Albanese went to a draft beer shop on Duong Thanh Street to enjoy "special" drinks and rustic Hanoi dishes. In the last month of 2023, netizens were excited by the image of Belarusian Prime Minister Roman Golovchenkoe and Prime Minister Pham Minh Chinh enjoying Vietnamese bread and coffee at Hanoi Flag Tower...
Many food festivals take place across the country in the first 4 months of 2025.
Grasping the needs and trends towards tourism of domestic and foreign tourists when coming to Vietnam, in just the first 4 months of 2025, 6 culinary festivals have taken place nationwide in localities such as Hanoi, Ho Chi Minh City, Da Nang, Nam Dinh, Vinh Phuc... Regularly organizing culinary festivals at famous domestic tourist destinations, associated with tourism promotion events or Vietnamese culinary festivals abroad is an opportunity for Vietnam in general and localities in particular to introduce and promote regional dishes and culinary specialties to tourists as well as create more products and attractions for culinary tourism.
Vietnamese culinary tourism is becoming a trend
In the world, many countries have positioned their national brands through food such as: Sushi from Japan, kimchi from Korea; pizza from Italy... Vietnam currently has a number of typical dishes known to international tourists both domestically and internationally such as: pho, spring rolls, bun cha, sandwiches...
In April 2025, two Pho Festivals were held in Nam Dinh and Hanoi to honor this dish that has been listed as a National Intangible Heritage.
More specifically, Hanoi pho and Nam Dinh pho were recognized as national intangible cultural heritage. Hanoi was also nominated to lead a project with several provinces to build a culinary profile of Pho, proposing UNESCO to recognize it as a world heritage.
According to estimates from the World Food Tourism Association (WFTA), up to 81% of international tourists want to learn about local cuisine. Mr. Nguyen Xuan Quynh, General Secretary of the Vietnam Chefs Association, Vietnam Tourism Association said: “Cuisine has always been a strength of many countries, not just Vietnam, because cuisine is closely linked to the essential needs of people and the culture of each country. The potential of culinary tourism attracts a lot of investment as well as creates a source of income for local people. According to surveys, research and evaluations by many famous TV channels and magazines in the world, tourists are willing to spend 25 - 30% more on culinary services in each travel itinerary”.
Culinary heritage is considered by tourism experts as the "gold mine" of Vietnamese tourism.
These figures show that cuisine is no longer just a factor serving the simple eating and drinking needs of tourists, but has gradually become one of the main purposes of tourism, strongly influencing the decision to choose a destination and stimulating the spending ability of tourists. At the same time, it affirms that culinary tourism is becoming a trend that attracts strong interest from tourists.
Commenting on the role of cuisine in tourism, Mr. Ha Van Sieu, Deputy Director of the Vietnam National Administration of Tourism, said: “Cuisine plays an important role in creating emotions for tourists at each destination. Therefore, the restaurant and culinary industry not only contributes to promoting tourism and socio-economic development, but also contributes to building the image and position of Vietnam in the world.”
Cuisine is culture. If we separate cuisine and culture or do not pay attention to the development of cuisine, it is a shortcoming. When we know how to combine cuisine and culture, then culinary tourism products will have value and create highlights," Mr. Nguyen Xuan Quynh expressed.
* On April 18, in Hanoi, the Pho Festival 2025 will take place, gathering more than 50 booths of businesses and pho culinary brands from the three regions of the North - Central - South to participate in the performance, promoting the image and brand of this unique dish, which has entered the list of Vietnamese Culinary Heritage. * CNN once ranked “pho” as one of the must-try dishes and in the list of the top 50 most delicious dishes in the world. National Geographic once honored bun cha as one of the 10 most delicious street foods in the world. Source: https://vov.vn/du-lich/di-san-am-thuc-mo-vang-cua-du-lich-viet-nam-post1192464.vov |
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