Why do tourists tend to choose destinations based on the "call" of local cuisine?

Cuisine is becoming a key factor, deciding the experience at holiday homes in 2025. The new Country Director in Vietnam of Booking.com, Mr. Branavan Aruljothi, said this is the result of the "Taste of Home" Holiday Trend Report conducted by this online travel platform with more than 8,000 travelers in the Asia- Pacific region.

The survey also pointed out many new habits of Vietnamese tourists, in which the most prominent is the trend of "mobile kitchens."

Travel to taste delicious food

In a meeting with the press in Hanoi on the morning of November 19, Mr. Branavan Aruljothi said: “Our report highlights the importance of cuisine in the travel choices of Vietnamese people, and shows that alternative forms of accommodation can give tourists the opportunity to enjoy life like a local, but still maintain the comfort of home. For our accommodation partners, this data opens up opportunities to help them enhance the value of local cuisine and create suitable culinary and accommodation experiences for tourists.”

Clearly, the diversity of culinary preferences is shaping the way people explore the world , and resort accommodation is becoming the top choice for culinary journeys. For Vietnamese people, cuisine is dominating decisions from choosing a destination to choosing a place to stay.

According to the data in the report, 84% of Vietnamese tourists often choose destinations based on local cuisine, and 48% shared that the passion for exploring regional specialties is the main driving force behind their travel decisions. Factors that make Vietnamese people prioritize resort accommodation include: private, comfortable space to enjoy meals (38%); freedom to eat and drink without time restrictions (36%); the opportunity to cook and share meals with relatives and friends (35%).

Local cuisine is becoming the leading factor attracting and retaining tourists. (Illustration photo: Contributor/Vietnam+)

When traveling, Vietnamese tourists’ eating habits have also changed significantly: 80% often visit local markets, 33% cook specialties, 38% try new kitchen equipment, and 28% experiment with new recipes. These habits show that travel is now a way to “touch” culinary culture in an authentic way.

Outstanding culinary tourism trends

According to Mr. Branavan Aruljothi, cuisine is the thread that connects family and friends in Vietnam. That is also the reason why more and more Vietnamese people are looking for accommodation that allows them to cook and gather together to enjoy the experience of the trip.

With this trend, Vietnamese tourists are increasingly showing a desire to “touch” culinary culture more deeply. 84% of Vietnamese tourists often choose destinations based on local cuisine, with 48% sharing that the passion for exploring regional specialties is the main driving force behind their travel decisions.

According to experts from Booking.com, Gen Z is increasingly becoming the “head chef” on trips, with up to 24% wanting to cook to entertain friends and relatives, and the traditional image of “mother cooking” is gradually being replaced by the younger generation through a combination of familiar family flavors and new creativity.

Notably, the “Portable Pantry” trend shows that travelers often bring familiar items to create a sense of comfort during the journey. 91% of Vietnamese travelers bring their favorite items and foods such as snacks (43%), instant noodles (35%), dipping sauce or seasoning (32%), or even mini BBQ tools (28%).

Booking.com's new Country Manager in Vietnam, Mr. Branavan Aruljothi. (Photo: Mai Mai/Vietnam+)

“Vietnamese tourists tend to choose accommodation types that allow them to cook, dine and connect with family and loved ones. The most popular accommodation types when traveling for culinary purposes include beach houses (36%), country houses (25%), apartments or townhouses (25%), guest houses or homestays (23%),” said Mr. Branavan Aruljothi.

This has led to the trend of “trolley tourism” where 80% of Vietnamese tourists prefer to visit supermarkets and local markets to buy fresh ingredients instead of buying souvenirs. They consider market shopping an essential part of the joy of traveling. In addition, the trend of “New Head Chef” refers to young tourists who want to become head chefs on their trips…

To satisfy this culinary tourism trend, experts believe that the type of accommodation in coastal motels, rural motels or townhouses, homestays are ideal for both relaxing vacations as well as special occasions in the last months of 2025. Because this option offers flexibility, allowing tourists to cook for themselves, gather with relatives, or combine cooking and exploring local cuisine./.

(Vietnam+)

Source: https://www.vietnamplus.vn/vi-sao-du-khach-co-xu-huong-chon-diem-den-theo-tieng-goi-am-thuc-ban-dia-post1078037.vnp