An American tourist named Stephen Turban enjoys a traditional noodle soup and filtered coffee in Ho Chi Minh City in August 2024. Photo: Phuong Lam.
According to a new Agoda survey, Vietnamese travelers are among the most discerning food lovers in Asia. Specifically, 35% of them consider gastronomy as an essential criterion when choosing a destination, placing Vietnam in second position in Asia, after Taiwan (China).
Data from the Agoda Travel Outlook 2026 report survey shows that gastronomy is becoming an increasingly important factor for Asian travelers. While discovering local cuisine was not a priority before, it is now among the top three reasons that drive travelers to explore.
For Vietnamese travelers, discovering local cuisine is inseparable from their travel plans. Whether it’s enjoying sushi in Japan, street food in Thailand, or dining in Michelin-starred restaurants in Europe, many see gastronomy as a way to better understand local culture, history, and way of life. This trend applies to both domestic and international travel.
According to Agoda, the top five countries preferred by Vietnamese tourists last year to explore their gastronomy were Japan, Thailand, South Korea, Malaysia, and China. Each of these destinations, with its own culinary identity, attracts visitors with various and unique gastronomic experiences.
At the same time, Vietnam is increasingly establishing itself as a leading culinary destination. Agoda highlights that the diversity of Vietnamese cuisine, from North to South, attracts many international tourists, from street specialties and traditional recipes rich in history to refined and modern gastronomic experiences. Dishes such as pho, banh mi, Huế royal cuisine, and seafood from the Mekong Delta contribute to the unique appeal of Vietnamese tourism.
Across the region, Taiwan ranks first with 47% of travelers citing gastronomy as one of the main motivations for their trip. Vietnam comes in second with 35%, followed by South Korea with 34%. The other markets in the top 8 are Malaysia, Japan, Indonesia, Thailand, and India.
Mr. Vu Ngoc Lam, Agoda Vietnam’s director, believes that this ranking underscores the importance of gastronomy in Vietnamese culture and how Vietnamese people explore the world. According to him, for many, a trip is more enriching when they can savor authentic local flavors, whether it’s regional specialties in Vietnam or iconic dishes abroad.
The Agoda survey was conducted in October 2025 among 3,353 participants from 9 Asian markets, including India, Indonesia, Japan, Malaysia, the Philippines, South Korea, Taiwan, Thailand, and Vietnam.
Source: https://znews.vn/khach-viet-sanh-an-thu-2-chau-a-post1639280.html
