Culinary Tourism Drives Growth in Asia’s Tourism Industry: Taiwan, Vietnam, and South Korea Lead the Way

Published on March 21, 2026

Digital travel platform Agoda’s 2026 Travel Outlook Report reveals a significant shift in Asian travel motivations, with culinary experiences now ranking among the top three reasons for travel – a jump from sixth place last year. Taiwan, Vietnam, and South Korea are leading this trend, with 47%, 35%, and 34% of travelers from these countries, respectively, citing food as a key factor in their travel plans.

The Rise of Gastronomic Travel

The increasing importance of food in travel decisions reflects a broader global trend where gastronomy is becoming a significant motivator in choosing destinations, activities, and accommodations. Travelers are increasingly seeking immersive experiences in local food cultures.

Taiwan Takes the Lead

Taiwanese travelers are at the forefront of this culinary tourism trend, with 47% indicating that food plays a central role in their travel decisions. Taiwan’s rich food culture, encompassing street food, traditional markets, and renowned cuisines like beef noodle soup and bubble tea, is a major driver of travel plans for its residents.

Vietnam and South Korea Follow Closely

Following Taiwan, Vietnam and South Korea demonstrate strong prioritization of culinary experiences, with 35% and 34% of their respective travelers emphasizing the importance of food during their trips. The diverse and flavorful cuisines of both countries – from Vietnamese pho and banh mi to Korean BBQ and kimchi – are attracting a growing number of food-focused tourists. Agoda’s report highlights the desire among travelers from these countries to immerse themselves in the gastronomy of their chosen destinations.

Malaysia and Japan Also Prioritize Food

Malaysia and Japan rank fourth and fifth, with 33% and 32% of respondents, respectively, prioritizing food in their travel itineraries. The popularity of Malaysian cuisine, including nasi lemak, char kway teow, and laksa, and Japanese cuisine, featuring sushi, ramen, and kaiseki, underscores the importance of gastronomy in Asia’s tourism industry.

Expanding Trend Across Asia

The trend extends to Indonesia (31%), Thailand (20%), and India (8%), indicating that food tourism is becoming an increasingly important motivator across a wider range of Asian markets. These countries are actively investing in gastronomic tourism and promoting their distinctive cuisines to attract culinary-focused travelers.

Impact on Global Travel Trends

The rising prominence of culinary experiences in Asian travel preferences mirrors a broader global trend. As travelers seek new flavors, cultural culinary practices, and authentic local dishes, the demand for food-driven tourism is rapidly growing. This trend highlights the importance of offering unique culinary experiences that resonate with tourists’ interests and provides opportunities for economic growth and cultural exchange for destinations.

The Future of Culinary Tourism in Asia

As gastronomy continues to influence travelers’ decisions, the Agoda 2026 Travel Outlook Report confirms the rising importance of gastronomic tourism in Asia. The trend has the potential to significantly impact the tourism industry, offering opportunities to tap into the growing demand for culinary experiences. Agoda’s findings suggest that the food tourism sector will continue to expand, contributing to the overall growth of global tourism.