Culinary tourism trends: Why is Vietnam the most popular destination?

Not only does culinary tourism bring unique and different taste experiences to the lands we visit, it is also a way for each person to feel and understand more deeply the culture and lifestyle of local people.

Culinary tourism focuses on experiencing and enjoying the specialties of a region to explore the local culture and is gradually becoming a trend that is preferred by tourists. With each of these journeys, each person can immerse themselves in the lives of the people at the destination with activities such as visiting floating markets, discovering delicious street food, and even learning to cook...

According to the world- famous travel publisher Lonely Planet, cooking classes, visits to local markets or culinary walking tours help visitors experience the culinary heritage of the S-shaped strip of land. The true love for Vietnamese food is often ignited by international visitors from street food, where the most diverse and attractive traditional flavors are found.

Vietnamese cuisine is not just pho or banh mi, because each region has its own specialties based on agricultural products and processing techniques, and the way to add local spices. In particular, combining street snacks with luxurious meals in restaurants renovated from old French villas in Hanoi or Hoi An is suggested by this website as an experience that should definitely be tried when coming to Vietnam.

Having made such an impression on world tourists, Vietnam has just entered the list of 20 most ideal winter destinations in the world for 2025-2026 with the ranking of "Best for food" - ideal winter destination for culinary lovers by Time Out travel magazine (UK).

Quang noodles. (Photo: Mai Mai/Vietnam+)

The World Food Travel Association (WFTA) indicates that 81% of international travelers consider enjoying local cuisine an indispensable part of their trip, and are willing to spend up to 25-35% of their budget on this experience.

According to Research and Markets, the global culinary tourism market is expected to reach 4.21 trillion USD by 2033, with an impressive growth rate of 14.46%/year. Not only that, Asia-Pacific currently holds 43.1% of the market share. This shows that the demand for exploring cultures and destinations through food is booming in the region.

Meanwhile, according to Traveloka data, culinary experiences are becoming an important driving force in travel decisions across Southeast Asia, and Vietnam has emerged as one of the most popular destinations for foodies, alongside Thailand, Singapore, Hong Kong (China) and Japan.

Notably, the number of searches for Ho Chi Minh City, Hanoi, Da Nang and Nha Trang shows the growing appeal of Vietnam thanks to its rich culinary experiences, combining local flavors and cultural immersion.

Across the region, tourists are increasingly attracted to the “destination dining” model, where meals are combined with unique spaces such as river cruises, rooftop bars/sky dining or restaurants near cultural heritage sites.

Popular types include 4-5 star hotel buffets, Japanese cuisine such as sushi and shabu-shabu, dinner cruises, afternoon tea and seafood parties.

According to a survey from Traveloka, international tourists are more interested in Hue royal dishes, street-food and Vietnamese buffets, while Thai seafood buffets and Japanese Yakiniku Wagyu beef are still popular choices in the region.

These trends show that the demand for culinary tourism is growing thanks to the fact that authentic flavors and cultural experiences go hand in hand. Understanding the demand, Ms. Baidi Li, Vice President of Commerce of Traveloka, said that the platform wants to help travelers explore Vietnam’s rich culinary heritage and access the most iconic culinary destinations in Southeast Asia.

“Our data shows that food is no longer a supplement to a trip, but has become a key driver in shaping travel decisions. With the 12/12 Super Sale program, Traveloka hopes to empower Vietnamese travelers to explore the most iconic culinary paradises in Asia, where each destination has its own unique flavor identity and cultural story,” said Ms. Baidi Li.

Hanoi beef noodle soup. (Photo source: Vietnam+)

Accordingly, this leading Southeast Asian travel platform will offer tourists countless attractive incentives, such as 50-99% discount coupons during golden hours, participating in interactive activities to receive e-vouchers...

From traditional experiential cuisine to activities that connect visitors with local communities, Ms. Baidi Li believes that cuisine is the gateway to deeper and more meaningful journeys./.

(Vietnam+)

Source: https://www.vietnamplus.vn/xu-huong-du-lich-am-thuc-vi-sao-viet-nam-la-diem-den-duoc-yeu-thich-nhat-post1080926.vnp