Vietnamese tourists are the second most discerning foodies in Asia.

American tourist Stephen Turban experiences eating noodle soup cooked in a traditional style and drinking filter coffee in Ho Chi Minh City, August 2024. Photo: Phuong Lam.

According to a new survey by Agoda, Vietnamese travelers are among the top food-savvy travelers in Asia. Specifically, 35% of Vietnamese travelers consider cuisine a key factor when choosing a destination, placing Vietnam second in Asia, after Taiwan (China).

According to survey data in Agoda's Travel Outlook 2026 report, food is becoming an increasingly important driver for Asian travelers. While exploring local cuisine wasn't previously a top priority, it has now risen to the top three reasons why travelers decide to travel.

For Vietnamese travelers, experiencing local cuisine is closely linked to their travel plans. From enjoying sushi in Japan and street food in Thailand to experiencing Michelin-starred restaurants in Europe, many see eating as a way to better understand the local culture, history, and way of life. This trend is evident in both domestic and international trips.

Bun bo Hue (Hue-style beef noodle soup) - a famous specialty dish especially loved by both domestic and international diners. Photo: Hue Di Mo.

According to Agoda, the top 5 countries chosen by Vietnamese tourists to explore their cuisine last year were Japan, Thailand, South Korea, Malaysia, and China. These are all destinations with distinct culinary identities, attracting visitors with diverse and unique dining experiences.

Conversely, Vietnam is also increasingly becoming a prominent culinary destination. Agoda notes that the diversity of Vietnamese cuisine from North to South is attracting many international tourists, from street food and traditional recipes with heritage value to modern fine dining experiences. Dishes such as pho, banh mi, Hue royal cuisine, and seafood from the Mekong Delta contribute to the unique appeal of Vietnamese tourism.

Across the region, Taiwan leads with 47% of travelers citing food as one of the main motivations for their trip. Vietnam ranks second with 35%, followed by South Korea with 34%. The remaining markets in the top 8 include Malaysia, Japan, Indonesia, Thailand, and India.

Mr. Vu Ngoc Lam, Country Director of Agoda Vietnam, believes this ranking highlights the importance of food in Vietnamese culture and in how Vietnamese people explore the world. According to him, for many, a trip is more fulfilling when they can enjoy distinctive local flavors, whether it's regional specialties within the country or iconic dishes abroad.

Agoda's survey was conducted in October 2025 with 3,353 participants from 9 Asian markets, including India, Indonesia, Japan, Malaysia, Philippines, South Korea, Taiwan, Thailand, and Vietnam.