Travel trends shift toward deep cultural and culinary experiences

Travel trends are shifting from superficial ‘check-in’ photography toward ‘check-deep’ experiences, where travelers seek meaningful connections with local cultures and daily life. Dr. Duong Duc Minh, Vice Director of the Ho Chi Minh City Institute for Economic and Tourism Development Research, notes that this trend focuses on a sense of belonging, involving activities such as participating in local agriculture or interacting directly with communities to create a ‘living experience.’

Culinary exploration is also playing a central role in this cultural immersion. According to Booking.com, 92% of Vietnamese travelers favor trips centered on food experiences, with many seeking local markets, street food, and lesser-known eateries. This trend is particularly evident during the Mid-Autumn Festival, where food serves as a bridge to understanding regional heritage, rituals, and community connections through traditional seasonal delicacies.