Culinary tourism is rapidly becoming a primary driver of travel across Asia,with Japan emerging as the most searched destination for food and drink activities,according to Agoda‘s latest findings. This trend highlights the growing appetite for food-focused travel experiences in the region, as more travelers plan their vacations around culinary adventures. The search data, which covers the period from June to July 2025, shows Japan in the lead, followed by Thailand, Vietnam, Indonesia, and Malaysia. This shift in traveler behavior is considerably reshaping the way hotels and tourism operators present their offerings, with a rising emphasis on immersive dining experiences that reflect the unique flavors and food cultures of each destination.

The Rise of Culinary Tourism in Asia

As food becomes a central part of travel planning, the demand for food-centric activities is seeing a major uptick. Agoda’s platform reveals that culinary-focused experiences are now ranking among the top five travel activities, alongside traditional tours and immersive cultural experiences. This trend presents a lucrative opportunity for hotels and other accommodation providers to differentiate themselves by offering curated dining experiences,collaborating with local food vendors,and creating memorable,food-driven itineraries for guests.

Agoda’s findings show that nearly 50% of survey respondents from South Korea, Taiwan, Thailand, Japan, and Malaysia indicated that cuisine is a primary motivator for their travel decisions. This underscores the powerful influence that food culture has on the global travel market, with many travelers increasingly prioritizing destinations renowned for their gastronomic offerings.

Top 5 Foodie Destinations in Asia

1. Japan – most Searched Culinary Destination
2. Thailand – Famous for street food and regional delicacies
3. vietnam – Known for pho and fresh seafood
4. Indonesia – Rich in diverse and aromatic flavors
5. Malaysia – A fusion of Malay, Chinese, and Indian cuisine

Japanese Culinary Appeal & Cross-Border Trends

Japan’s dominance in the search rankings is driven by its reputation as a global culinary leader. Japanese travelers, in particular, are highly engaged in seeking out food-driven experiences both within their own country and abroad. According to Agoda, destinations like Thailand, South Korea, Vietnam, Hong Kong, and Taiwan are among the most popular choices for japanese food lovers.This reflects a growing cross-border food tourism trend, where visitors from various Asian nations are traveling to neighboring countries to explore new flavors.