Vietnamese cuisine ranks among Asia-Pacific’s most searched culinary destinations
DNO - Vietnamese cuisine is gaining stronger international attention, with the country ranking fourth among the most searched culinary destinations in the Asia-Pacific region, while searches for local specialties have surged by more than 700%.
New data from Trip.com Group shows that demand for culinary experiences is rising rapidly and increasingly influencing travelers’ destination choices.
During the first eight months of 2026, food-related searches on the platform increased 45% year on year, while the number of food-related search keywords rose 46%.
Vietnam ranked fourth among the most searched food destinations in the Asia-Pacific (APAC) region.
Food-related searches for Ha Noi, Ho Chi Minh City and Da Nang also recorded significant interest among international users. Travelers’ interest in food is not limited to finding places to eat.
Around 41% of food-related searches led users to explore other travel services on the platform, significantly higher than the 28% recorded across searches in general.
The trend suggests that food is increasingly becoming a starting point for travel planning.
A search for a local specialty, restaurant or café can lead travellers to explore accommodation, flights and activities at the destination. Several food categories recorded particularly strong growth in searches during the first eight months of the year.
Restaurant-related searches rose 68%, while buffet searches increased 66%. Searches for coffee and tea grew 67%.
Seafood recorded an especially sharp increase of 218%, while searches related to local specialties surged by more than 700%.
Vietnamese cuisine is also attracting growing attention in the premium dining segment. Trip.Gourmet currently features 347 restaurants and dining venues in Vietnam, including 39 fine-dining establishments. In its newly released 2027 Global Fine Dining List, Trip.com Group ranked three Vietnamese restaurants in the platinum category.
The list features 744 restaurants across 105 cities in 40 countries and territories, divided into three categories: Black Diamond, Diamond and Platinum.
The growing presence of Vietnamese restaurants on international travel and dining platforms highlights how the appeal of Vietnamese cuisine extends beyond familiar street-food staples such as “pho”, “banh mi” and “bun cha” to increasingly diverse and sophisticated culinary experiences.
With its rich regional diversity, vibrant street-food culture and rapidly developing fine-dining scene, Vietnam has considerable potential to further develop cuisine as a distinctive tourism product.
Travel companies, restaurants and destinations can build on this momentum through traditional-market tours, food tours, cooking classes and local-specialty experiences, helping extend visitors’ stays and increase international tourist spending.