Saturday, March 21, 2026
In the latest 2026 Travel Outlook Report by Agoda, Taiwan, Vietnam, and South Korea are setting the stage for a culinary tourism revolution in Asia. The findings highlight a significant shift in travel motivations, with an increasing number of travelers prioritizing food as a central part of their journey. According to the report, 47% of Taiwanese travelers, 35% of Vietnamese, and 34% of South Koreans are now choosing destinations based on their culinary offerings. This surge reflects a broader trend that is shaping the future of tourism across the continent, positioning food as one of the key drivers for travel decisions in Asia.
Culinary experiences are now among the top three factors influencing travel choices, climbing from sixth place just a year ago. This shift in travel behavior underscores the growing importance of gastronomy in Asian tourism, with travelers seeking more than just scenic views and cultural landmarks. Instead, they are eager to immerse themselves in authentic local cuisines and food experiences, from bustling street markets to high-end dining establishments.
Leading the charge is Taiwan, with 47% of respondents identifying food as a major travel motivator. Taiwan’s dynamic food culture, known for iconic dishes such as beef noodle soup, bubble tea, and the array of snacks found in night markets, is at the heart of this rise. Taiwan’s unique food offerings not only drive tourism within the country but also create opportunities for it to emerge as a global food tourism destination, attracting travelers from all corners of the world.
Following closely are Vietnam and South Korea, with 35% and 34% of their respective travelers prioritizing food when selecting their travel destinations. Vietnam’s culinary delights, such as pho, banh mi, and fresh seafood, alongside South Korea’s famous Korean BBQ and kimchi, are capturing the attention of tourists worldwide. The increasing global demand for these authentic, local flavors is evident, with tourists from these countries eager to explore other destinations that offer similar culinary experiences.
In addition to Taiwan, Vietnam, and South Korea, other Asian countries are also seeing a surge in culinary tourism. Malaysia ranks fourth with 33% of respondents placing food as a priority, thanks to its diverse cuisine influenced by Malay, Chinese, and Indian cultures. Iconic dishes like nasi lemak, char kway teow, and laksa make Malaysia a must-visit destination for food lovers.
Japan follows closely at fifth place, with 32% of travelers prioritizing food in their travel decisions. Known for its sushi, ramen, and kaiseki, Japan’s culinary reputation attracts millions of food-driven tourists each year, further bolstering its status as a gastronomic tourism hub.
Meanwhile, Indonesia (31%), Thailand (20%), and India (8%) are also experiencing significant growth in culinary tourism, with local food cultures like Indonesian satay, Thai street food, and Indian curries gaining increasing popularity among international tourists. This indicates that food tourism is not only growing in traditional gastronomic destinations but is also making its mark in countries across the region.
The rise of culinary tourism in Asia is part of a broader global trend where travelers are seeking authentic and immersive food experiences. As tourists look to connect with local cultures through food, destinations are focusing on developing and promoting their culinary heritage as part of their tourism offerings. This trend has far-reaching implications, not only for the tourism industry but also for local economies, as food tourism generates income and supports food artisans, local chefs, and small businesses.
Destinations that embrace food tourism as a core component of their travel offerings can expect a significant boost in tourism numbers, as food-driven travelers are often more willing to explore off-the-beaten-path locations and experience a country’s culture from a deeper perspective. By highlighting their culinary attractions and offering unique dining experiences, countries can attract visitors who are looking to connect with the destination through taste.
Agoda’s findings also highlight the role of technology in fueling the rise of culinary tourism. With the advent of online platforms and travel apps, food tourism has become more accessible to travelers than ever before. Platforms like Agoda allow travelers to easily discover food-focused activities, from cooking classes to guided food tours, helping them plan a culinary-centric trip. Additionally, social media plays a significant role in spreading awareness about food destinations, with food bloggers and influencers sharing their culinary experiences in real-time, influencing travel decisions across the globe.
Travelers are increasingly using online platforms to research, book, and share their food experiences, making it easier for destinations to attract a global audience. For example, Agoda’s platform allows users to filter accommodations based on food offerings, such as hotels with renowned restaurants or those close to food markets, making it easy for travelers to plan their culinary journey.
As the demand for gastronomic travel experiences grows, Asian destinations are poised to benefit from this expanding tourism sector. Taiwan, Vietnam, South Korea, Malaysia, and Japan are already at the forefront of this movement, but other countries in the region are also beginning to tap into their rich culinary heritage to attract food tourists.
The future of culinary tourism in Asia looks promising, with more destinations recognizing the potential of food-driven tourism to drive economic growth, enhance cultural exchange, and enrich the travel experience. As food continues to take center stage in global travel, countries across Asia are investing in their culinary tourism infrastructure, from food festivals to culinary workshops, to ensure that they remain competitive in this burgeoning sector.
The 2026 Travel Outlook Report by Agoda illustrates the growing power of culinary tourism in Asia, with Taiwan, Vietnam, and South Korea leading the way. As food increasingly becomes a central part of travel decisions, destinations are tapping into their unique culinary offerings to attract visitors. With more travelers seeking authentic food experiences, the future of culinary tourism is brighter than ever, providing opportunities for both tourists and local economies to thrive.
Tags: Agoda 2026 Travel Outlook, Asia travel trends, culinary tourism, gastronomy travel, India, indonesia, japan, Japan food tourism, malaysia, Malaysia food tourism, south korea, South Korea food culture, Taiwan, Taiwan food tourism, Thailand, vietnam, Vietnam culinary tourism
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