Vietnam emerges as a major culinary destination for Asian travelers

A survey by Agoda indicates that exploring local flavors has become one of the top three primary motivations for travelers in Asia.

Vietnamese cuisine, noted for its regional diversity and balance of flavors—ranging from iconic dishes like pho and banh mi to Hue imperial cuisine and Mekong Delta seafood—is a significant draw for international tourists. For Vietnamese travelers, food serves as a vital connection to culture, history, and social relationships.

According to Agoda statistics, 35% of Vietnamese travelers in Asia consider food a major reason for their trips. This places Vietnamese travelers second in the region for prioritizing culinary experiences, trailing only behind travelers from Taiwan.