What makes Vietnam one of the world’s most popular destinations for food lovers?
DNO - Vietnam has recently emerged as one of the world’s most popular destinations for food lovers, along with Thailand, Singapore, Hong Kong (China) and Japan.
According to the World Food Travel Association (WFTA), 81% of international travelers consider enjoying local cuisine as an indispensable part of their trip and are willing to spend up to 25-35% of their travel budget on culinary experiences.
Meanwhile, Research and Markets predicts that the global culinary tourism market will reach US$ 4.21 trillion by 2033, with an impressive annual growth rate of 14.46%/year.
Notably, the Asia-Pacific region currently holds 43.1% of the market share, reflecting the booming demand for exploring culture and destinations through food in the region.
Traveloka data also reveals that culinary experiences have been 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.
Interestingly, the number of searches for Ho Chi Minh City, Ha Noi, Da Nang and Nha Trang shows the growing appeal of Vietnam thanks to its rich, distinctive culinary experiences that blend local flavors with cultural immersion.
Surveys from Traveloka indicate that international visitors are very interested in Hue royal dishes, street food and local-style buffets.
According to renowned travel publisher Lonely Planet, cooking classes, visits to local markets or culinary walking tours offer travelers a deeper look into Vietnam’s culinary heritage of the S-shaped strip of land.
Many foreign visitors develop their love for Vietnamese food through street cuisine, where the country’s most diverse and authentic flavors are found.
Vietnam’s culinary identity extends far beyond ‘pho’ and ‘banh mi’ because each region has its own specialties based on local agricultural products, cooking techniques, and distinctive spices.
In particular, Lonely Planet also recommends combining street snacks with luxurious meals in restaurants renovated from old French villas in Ha Noi or Da Nang’s Hoi An is a must-try experience for visitors when coming to Vietnam.
Thanks to its strong global impression, Vietnam has also been named one of the world’s 20 best winter destinations for 2025 - 2026, earning the title “Best for Food” for culinary-focused travelers on the UK-based Time Out travel magazine’s list.