HANOI: Vietnamese travellers are among Asia’s most passionate culinary explorers, ranking second in the region for choosing destinations based on food experiences, according to new findings from digital travel platform Agoda.
Vietnam News Agency (VNA) reported that the findings, derived from a survey of Asian travellers as part of Agoda’s 2026 Travel Outlook Report, reveal that 35 per cent of Vietnamese travellers cite food as a key reason for travel, placing Vietnam among Asia’s top foodie markets.
Food is increasingly taking centre stage as a primary reason for travel, with more Asian travellers 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 travellers 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 travellers, jumping from sixth place last year.
On the journey where Vietnamese travellers 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 travellers, is not merely sustenance but a meaningful gateway to culture, history, and connection - both at home and abroad.
The top five nations that Vietnamese travellers explored to sate their culinary appetites last year include Japan, Thailand, South Korea, Malaysia and China.
This cross-cultural exchange also works in reverse, as Vietnam’s rich culinary landscape has become a powerful magnet for international visitors.
Travellers 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 "pho” and "banh mi” to regional specialities like Hue’s royal cuisine or the Mekong Delta’s fresh seafood, Vietnamese cuisine is celebrated for its balance of flavours, fresh ingredients, and regional diversity.
Regionally, only Taiwanese travellers ranked higher, with 47 per cent citing food as a primary travel driver, followed by South Korea in third place with 34 per cent.
Other markets in the top eight include Malaysia (33 per cent), Japan (32), Indonesia (31), Thailand (20), and India (8). - Bernama-VNA
