Vietnam boosts culinary tourism with chef Martin Yan partnership

Vietnam is positioning its cuisine as a cornerstone of its tourism strategy. International accolades such as multiple World Culinary Awards for "Best Gastronomic Destination in Asia" (2019‑2023) and "Best Gastronomic Destination in the World" (2022‑2023), the 2023 introduction of the Michelin Guide to Hanoi, Ho Chi Minh City and Da Nang, and rankings by Time Out and TasteAtlas have raised the profile of Vietnamese food. Industry analysts project the culinary‑tourism market could reach US$20.17 billion by 2034, growing at an average 13.9 % annually.

In July 2026, Saigontourist Group met with international television chef Martin Yan of the "Yan Can Cook" brand. The collaboration will create a recurring series of high‑profile food events at flagship hotels such as the Majestic, Rex and Grand Saigon, and launch cooking‑class programs for tourists and young chefs. Live‑streamed demonstrations and cultural storytelling are intended to showcase Vietnamese dishes to global audiences and strengthen the country's image as a premium tourism destination.