The data, drawn from Agoda’s 2026 Travel Outlook Report surveying travelers across Asia, shows that 35% of Vietnamese respondents consider food a key motivation for travel, positioning Vietnam among the region’s leading foodie markets.

According to the travel platform, gastronomy is increasingly taking centre stage as a primary driver of travel decisions, with more Asian travelers seeking destinations that offer memorable 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”, says the report.

Survey results further highlight this shift, with culinary experiences rising into the top three travel motivators among Asian travelers, up from sixth place last year.

For Vietnamese travelers exploring destinations abroad, Agoda observed a strong desire to experience global cuisines firsthand, whether enjoying authentic sushi in Japan, sampling street food in Thailand, or dining at Michelin-starred restaurants in Europe. Food is not merely sustenance, but a meaningful gateway to culture, history, and human connection.

The top five destinations Vietnamese travelers visited for culinary exploration last year were Japan, Thailand, the Republic of Korea, Malaysia, and China.

Meanwhile, this cross-cultural exchange also works in reverse. Vietnam’s rich culinary landscape has become an increasingly powerful draw for international visitors, who are eager to experience its vibrant street food scene, time-honoured recipes, and rapidly evolving contemporary dining culture.

Vietnam’s deep-rooted culinary heritage sees food intricately woven into daily life and cultural identity. From iconic dishes such as phở (noodles) and bánh mì (baguette) to regional specialties like Huế’s royal cuisine or the Mekong Delta’s fresh seafood, Vietnamese cuisine is widely celebrated for its balance of flavours, fresh ingredients, and regional diversity.

Across the region, Taiwanese travelers ranked highest, with 47% citing food as a primary travel motivation, followed by Vietnam (35%) and the Republic of Korea (34%). Other markets in the top eight include Malaysia (33%), Japan (32%), Indonesia (31%), Thailand (20%), and India (8%).

Vu Ngoc Lam, country director at Agoda, shared that Vietnam’s strong ranking reflects how deeply food is embedded in the country’s culture and in the way its people experience travel.

“For many Vietnamese, travel is not complete without discovering authentic local flavours, whether through exploring regional specialties at home or seeking iconic dishes abroad”, he said.

Agoda names three top Vietnamese destinations for Korean travelers

VOV.VN - Digital travel platform Agoda has released its list of the top 10 overseas destinations for Korean travelers in 2025 based on accommodation search data, with three Vietnamese destinations making the list.