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DNO - Vietnamese travelers are among Asia’s most passionate food explorers, ranking second in the region for choosing destinations based on food experiences, according to new findings from digital travel platform Agoda.
Notably, a survey from Agoda’s Travel Outlook Report 2026 shows that 35% of Vietnamese tourists consider food one of the main motivations for travel, placing them firmly among Asia’s top foodie markets.
For Vietnamese travelers, a journey is only truly complete when it includes authentic local culinary experiences, whether exploring regional specialties at home or iconic dishes abroad.
When traveling internationally, many Vietnamese seek the most authentic local flavors from enjoying traditional sushi in Japan and street food in Thailand to dining at Michelin-starred restaurants in Europe. For them, cuisine is not merely about sustenance but also a gateway to cultural discovery, historical insight, and meaningful connections, both domestically and abroad.
Over the past year, the top five nations chosen by Vietnamese travelers to satisfy their culinary curiosity were Japan, Thailand, South Korea, Malaysia, and China.
In recent years, global online travel platforms and leading travel publications have consistently recognized Vietnam as one of the world’s most attractive culinary destinations.
This cultural exchange works both ways, as Vietnam’s diverse cuisine, from north to south, continues to draw international visitors eager to explore everything from traditional street food with time-honored recipes to modern fine dining experiences.
Vietnamese cuisine has become a defining feature of the country’s tourism identity, celebrated for its balance of flavors, fresh ingredients, and regional diversity. Signature dishes such as ‘pho’ and ‘banh mi’, along with regional specialties like Hue royal cuisine and seafood from the Mekong Delta, have gained international acclaim and become sources of national pride.
Food is increasingly taking center stage as a primary reason for travel, with more Asian travelers eager to explore destinations that offer unforgettable culinary experiences. This shift reflects a broader trend where gastronomy is becoming a significant motivator in choosing where to go, what to do, and where to stay, as travelers seek to immerse themselves in the local food culture of their chosen destinations.
According to Agoda, only travelers from Taiwan (China) ranked higher than Vietnam, with 47% citing food as a key travel motivation, followed by South Korea at the third place with 34%. Other markets in the top eight include Malaysia (33%), Japan (32%), Indonesia (31%), Thailand (20%), and India (8%).
Mr. Vu Ngoc Lam, Country Director of Agoda Vietnam, noted that Vietnam’s ranking reflects the central role of cuisine in both the country’s culture and the way its people explore the world. For many Vietnamese, travel is not complete without discovering authentic local flavours, whether through exploring regional specialties at home or seeking iconic dishes abroad.
