Gastronomic Tourism: A Rising Force in Asia-Pacific Travel

Gastronomy has long been a significant driver of global tourism, with food serving as a direct connection to local cultures and traditions. As travel patterns shift, particularly with potential disruptions in West Asia, East, Southeast, and South Asia are poised to benefit from a surge in gastronomic tourism. This trend presents substantial economic opportunities, but maximizing its potential requires strategic planning and sustainable practices.

The Evolving Landscape of Food Tourism

Travel and tourism analyst Gary Bowerman notes that the integration of gastronomy into national tourism strategies is not novel, but its evolution is continuous. According to Bowerman, post-COVID travelers are increasingly seeking authentic culinary experiences, driven by social media and culinary reviews. A survey revealed that approximately 54% of Chinese tourists prioritize food as a key theme for their trips, a sentiment echoed across the region.

A 2024 study funded by the European Union’s Global Gateway initiative highlights the role of gastronomic tourism as a cultural ambassador. The report emphasizes that culinary tourism can safeguard a country’s heritage, promote cultural exchange, and encourage the preservation of traditional food preparation methods. Focusing on cultural authenticity and diversity can too strengthen community resilience and support local food systems.

Key Considerations for Sustainable Growth

To effectively leverage gastronomic tourism, tourism boards and stakeholders must address several critical questions, as identified in the Global Gateway study:

• How can the tourism industry transition towards sustainable food practices?
• What collaborative strategies are needed to minimize food waste across the tourism sector?
• How can cultural values be utilized to promote sustainability in tourism?
• What framework is necessary to implement sustainable policies in the tourism industry?
• Which innovative solutions show the most potential in reducing food waste and promoting sustainability in tourism?

These questions underscore the importance of balancing cultural preservation with sustainability and responsible resource management.

Regional Initiatives and Success Stories

Several Southeast and East Asian nations have successfully integrated gastronomy into their tourism marketing efforts. Thailand, for example, utilizes food as one of its “Soft Powers,” supporting citizens who establish Thai restaurants abroad. Indonesia aims to have its nationals open 4,000 restaurants globally under its “Indonesia Spice up the World” branding. South Korea recently launched its “Taste Your Korea” gastronomic tourism brand.

The Philippines previously implemented the “Eats More Fun in the Philippines” campaign, which aimed to promote the country’s diverse culinary offerings. While the campaign has been suspended, it contributed to the growth of the Philippine gastronomic tourism market, which is currently valued at approximately US$5.4 billion and is projected to reach US$21 billion by 2032.

Indonesia is also actively pursuing culinary diplomacy, recognizing the economic and cultural benefits of its restaurants in neighboring Malaysia. According to Hendra P Iskandar, minister-counsellor for economic affairs at the Indonesian Embassy in Kuala Lumpur, these establishments promote Indonesian cultural identity and foster broader economic collaboration. The Indonesian hospitality and foodservice sectors contributed around US$16.5 billion as of November 2024, with projections reaching US$128.76 billion by 2031.

UN Tourism Support and Future Outlook

The United Nations Tourism (UN Tourism) is actively supporting the development of sustainable tourism in the Philippines and the broader Asia-Pacific region. In June 2024, UN Tourism hosted its first Regional Forum on Gastronomy Tourism in Cebu, Philippines, issuing the “Cebu Call to Action” for resilient food tourism. This forum proposed the establishment of an international tourism school in Cebu, focusing on gastronomy and culinary training.

The Philippines has also been re-elected as vice president of the UN Tourism General Assembly and chair of the Commission for East Asia and the Pacific for the term 2025-2027, reaffirming its commitment to global tourism cooperation.

While it remains to be seen which Asian nations will lead in gastronomic tourism, Indonesia, the Philippines, and Thailand are well-positioned to capitalize on the growing demand. Regional neighbors must prioritize culinary development to remain competitive.