With the boom in culinary tourism, Vietnam is emerging as a bright spot in the region.

Culinary tourism is on the rise.

According to the latest report from online travel platform Traveloka, culinary tourism is not just a trend but is becoming a major growth driver in the Asia- Pacific region.

Once considered a secondary experience on a trip, food has now become a compelling reason for travelers to "pack their bags and hit the road." Vietnam, with its booming street food scene and diverse culinary culture, is emerging as one of the top destinations in the region.

According to Traveloka's research, global culinary tourism is projected to reach US$4.21 trillion by 2033, with an annual growth rate of 14.46%. The Asia-Pacific region currently accounts for 43.1% of the market share, reflecting the rapidly increasing demand for cultural exploration through food.

Traveloka notes that in Southeast Asia, culinary experiences have become the most important factor when travelers choose a destination. Vietnam consistently ranks among the most searched destinations, competing with Thailand, Singapore, Hong Kong (China), and Japan.

The leading cities in Vietnam in terms of search volume include Ho Chi Minh City, Hanoi, Da Nang, and Nha Trang (Khanh Hoa), thanks to their multi-layered culinary ecosystems, rich cultural identities, and valuable experiences.

Traveloka also noted strong growth in "destination-specific culinary trends," ranging from dine-in cruises and rooftop restaurants to upscale buffets, as well as Japanese, Thai, and Vietnamese street food, creating a clear advantage for domestic tourist cities.

Distinctive products such as Hue royal cuisine, regional street food, and Vietnamese buffets are expected to continue to be strong points that will help Vietnam's tourism become more competitive in 2026.

Following the same trend, a report by the World Food Tourism Association (WFTA) shows that 81% of international tourists consider local cuisine a must-have experience, willing to spend 25-35% of their budget on food and related activities.

2025 will see Vietnam's increasingly prominent presence in international culinary rankings, further strengthening the role of cuisine in the national tourism strategy.

Recently, Vinh Khanh Street (formerly District 4, now part of Khanh Hoi Ward, Ho Chi Minh City) unexpectedly ranked in the Top 10 of Time Out 's list of "31 most attractive streets in the world."

Du lịch ẩm thực bùng nổ, Việt Nam nổi lên như điểm sáng khu vực - 2 — Image of Vinh Khanh Street in Ho Chi Minh City featured in Time Out magazine (Photo: Joey Gann).

Amidst long-established landmarks like Rua do Senado (Brazil) or Rua do Bonjardim (Portugal), Vinh Khanh stands out with its distinctive street life, dozens of grilled seafood restaurants operating throughout the night, and a vibrant atmosphere typical of Ho Chi Minh City.

Time Out describes this place as the "soul of the area," where the sounds of frying pans, clinking glasses, street music, and the aroma of grilled seafood blend together to create a "very Vietnamese symphony."

Also in this year's Time Out ranking, Hanoi came in second in Asia for street food, only behind Penang (Malaysia). The magazine described the capital as a "culinary paradise" where every street corner has a dish worth trying, such as: Banh Mi 25 (Old Quarter), Pho Co Minh (Hang Trong Street), Banh Cuon Ba Loc, Bun Cha 74 Hang Quat...

Hanoi's street food is not only appealing in terms of flavor, but it has also gained popularity through the international YouTuber community, including Ted Aroi (Taiwan, China) and Suhyang (Korea), who have documented their experiences enjoying pho, banh mi, fried rice, lemon tea, and more, expressing their desire to return to Vietnam many times.

Moreover, this December, the world-renowned culinary guide Taste Atlas published its list of the 100 best cuisines in the world. The list immediately attracted the attention of food enthusiasts because Vietnam unexpectedly surpassed many world cuisines such as Korea and Thailand to rank 16th with a score of 4.36.