Vietnam positions cuisine as catalyst for tourism growth

Vietnam is seeking to make its culinary heritage a central driver of tourism. International rankings show the country's food scene climbing from 22nd in 2023 to 19th in 2024 on TasteAtlas, with a target of 16th in 2025. Ho Chi Minh City was placed sixth in Time Out’s list of the “20 best food cities in the world 2026,” and a local “Super Niche Food Walking Tour” earned Tripadvisor’s Travelers’ Choice Best of the Best 2026 award.

Food spending now accounts for about 40% of all international card transactions in Vietnam and represents roughly 22.3% of foreign tourists’ overall expenditures, second only to accommodation. The sector’s growth is creating spill‑over benefits for agriculture, fisheries, transport and food processing. Experts at a recent “Cuisine and Tourism Development” forum highlighted the need for better data digitisation, product standardisation and stronger links between tourism and primary producers. Nguyen Thi Hoa Mai, deputy head of the National Tourism Authority, said Vietnam aims to be among the five most attractive Asian cuisines by 2035, requiring investments in hygiene, service quality, halal options and digital transformation.