Vietnamese travellers rank among Asia’s leading foodie tourists, with 35 per cent selecting destinations based on culinary experiences, according to a survey by digital travel platform Agoda.
The findings place Vietnam among the region’s top markets for food-driven travel, reflecting a growing trend in which gastronomy is becoming a central factor in travel decisions.
Across Asia, culinary experiences have risen into the top three motivations for travel, up from sixth place last year, as travellers increasingly seek immersive food-related experiences.
For Vietnamese travellers, food is more than sustenance, serving as a gateway to culture, history and social connection. Many travel abroad with the aim of experiencing global cuisines firsthand, from authentic sushi in Japan and street food in Thailand to fine dining in Europe.
The top five destinations for Vietnamese culinary travellers last year were Japan, Thailand, the Republic of Korea, Malaysia and China.
“Vietnam’s ranking reflects how deeply food is embedded in our culture and in the way Vietnamese travellers experience the world,” said Vu Ngoc Lam, Agoda’s country director in Vietnam.
“For many, travel is not complete without discovering authentic local flavours, whether through exploring regional specialties at home or seeking iconic dishes abroad.”
He added that Agoda uses technology to personalise travel experiences, helping users explore global culinary offerings more easily.
Vietnam’s culinary appeal also draws international visitors, with travellers increasingly visiting the country to experience its street food culture, traditional recipes and evolving dining scene.
From national staples such as pho and banh mi to regional cuisines like Hue’s royal dishes and Mekong Delta seafood, Vietnamese food is known for its balance of flavours, fresh ingredients and regional diversity.
Regionally, Taiwanese travellers ranked highest, with 47 per cent citing food as a primary travel motivation, followed by the Republic of Korea at 34 per cent. Other top markets include Malaysia, Japan, Indonesia, Thailand and India.