News
Food Experiences Drive Travel Choices for Asian Tourists, Report Indicates
A new report from Agoda indicates that culinary experiences have become a primary factor for Asian travellers when selecting destinations, rising significantly in importance. This shift highlights a growing trend where the availability of local cuisine influences travel decisions more than traditional sightseeing.
According to Agoda's 2026 Travel Outlook Report, culinary experiences have climbed to one of the top three reasons individuals travel, a notable increase from its sixth-place ranking last year. This change signifies that people are increasingly making travel choices based on available food options rather than solely on visual attractions. Destinations globally are recognizing this trend and are actively highlighting their local cuisine to draw in more visitors. The report specifically identifies Asian travellers who are at the forefront of this food-focused travel approach. Travellers from Taiwan lead this group, with nearly half indicating that food is a primary motivation for their trips, reflecting the country's rich culinary traditions. Vietnam follows, with 35 per cent of its travellers prioritizing food when organizing their journeys, drawn to its distinct culinary offerings.
Key Facts
- Agoda's 2026 Travel Outlook Report identifies culinary experiences as a top three reason for travel.
- This marks an increase from last year, when culinary experiences ranked as the sixth most significant travel motivator.
- A growing number of travellers are selecting destinations primarily based on food availability.
- Taiwanese travellers are most influenced by food, with 47 per cent basing travel plans on culinary aspects.
- Taiwan's strong food culture, including its night markets and street food, contributes to this preference.
- Vietnamese travellers rank second, with 35 per cent prioritizing food when planning their trips.
- Vietnamese cuisine is recognized for its distinct ingredients and flavour profiles.
Primary Source
Research Sources
- MoneyControl — Asia's biggest foodie travellers revealed: These countries travel for taste, not just sights- Moneycontrol.com