Vietnamese travelers are among Asia’s most passionate culinary explorers, ranking second regionally for choosing destinations based on food experiences, according to new findings from digital travel platform Agoda. The findings, derived from a survey of Asian travelers as part of Agoda’s 2026 Travel Outlook Report, reveal that 35% of Vietnamese travelers cite food as a key reason for travel, placing Vietnam among Asia’s top foodie markets.
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.
Agoda’s survey results highlight this evolution, revealing that culinary experiences have climbed into the top three motivators for Asian travelers, jumping from sixth place last year.
On the journey where Vietnamese travelers explore destinations abroad, many do so with a strong desire to understand global cuisines firsthand – whether sampling authentic sushi in Japan, street food in Thailand, or Michelin-starred restaurants in Europe. Food, for Vietnamese travelers, is not merely sustenance but a meaningful gateway to culture, history, and connection – both at home and overseas.
The top five nations that Vietnamese travelers explored to sate their culinary appetites last year include Japan, Thailand, South Korea, Malaysia and China.
Vietnam Emerges as a Global Culinary Destination
Vietnamese cuisine. Source: Internet
This cross-cultural exchange also works in reverse, as Vietnam’s rich culinary landscape has become a powerful magnet for international visitors. Travelers from around the world increasingly visit Vietnam to experience its dynamic street food culture, heritage recipes, and rapidly evolving contemporary dining scene.
Vietnam’s deep-rooted culinary heritage sees cuisine woven into daily life and cultural identity. From iconic national dishes such as “phở” and “bánh mì” to regional specialties like Hue’s royal cuisine or the Mekong Delta’s fresh seafood, Vietnamese cuisine is celebrated for its balance of flavors, fresh ingredients, and regional diversity.
Regionally, only Taiwanese travelers ranked higher, with 47% citing food as a primary travel driver, 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, Vietnam, Agoda shared: “Vietnam’s ranking reflects just how deeply food is embedded in our culture and in the way Vietnamese travelers experience the world. For many Vietnamese, travel is not complete without discovering authentic local flavors, whether through exploring regional specialties at home or seeking iconic dishes abroad. At Agoda, we leverage technology to make these experiences seamless and personalized, empowering travelers to explore the world and its flavors in their own way.”
For those seeking out their next culinary adventure, Agoda offers over 300,000 activities, more than 6 million holiday properties, and over 130,000 flight routes, all of which can be combined in the same booking. Discover the best deals on Agoda’s mobile app and start planning your next foodie getaway today.
