10 Reasons Food-Focused Tourism Is Becoming Asia’s Hottest Travel Trend, According to Agoda

Asia’s travelers are proving that the quickest way to the heart really is through the stomach. Agoda’s latest travel insights reveal that food and drink are no longer just side attractions but the main event for millions of tourists.

From Japan’s sushi streets to Thailand’s night markets, here are ten key takeaways on why culinary tourism is reshaping the region.

1. Japan leads the pack
Japan tops Agoda’s list as the most searched destination for food and drink activities between June and July 2025. From ramen alleys in Tokyo to Michelin-starred kaiseki in Kyoto, the country’s culinary reputation is driving record traveler interest.

2. Thailand and Vietnam hold strong appeal
Thailand ranks second and Vietnam third as culinary magnets, with their street food cultures boosting travel demand. Bangkok alone sees over 22 million annual visitors, many of whom come for its vibrant night markets and spicy eats.

3. Southeast Asia’s rising stars
Indonesia and Malaysia complete the top five foodie destinations. Both nations are gaining traction thanks to diverse food scenes, from Indonesia’s nasi goreng to Malaysia’s hawker centers, which attract millions of regional tourists yearly.

4. Food ranks alongside tours and immersive activities
Culinary experiences now rank in the top five most searched activities on Agoda, signaling that eating is as much an adventure as sightseeing or cultural tours. Hotels that highlight local cuisine can tap into this demand instantly.

5. Japanese travelers are leading explorers
Not only is Japan the most searched destination, but Japanese tourists themselves are venturing out for food-focused trips. Top picks include South Korea, Vietnam, Hong Kong, and Taiwan, showing their eagerness to taste Asia’s best flavors.

6. Macao and Hong Kong gain culinary traction
These two destinations are trending among travelers from Japan, Taiwan, Thailand, and South Korea. With Macao’s fusion cuisine and Hong Kong’s dim sum culture, they are emerging as culinary hotspots for regional travelers.

7. Nearly half of travelers travel for food
Agoda’s foodie survey shows that around 50 percent of respondents from South Korea, Taiwan, Thailand, Japan, and Malaysia list culinary experiences as their main reason for travel. This signals a major shift in travel motivations.

8. Hotels can win with hyper-local flavors
Agoda recommends hotels stand out by showcasing local food heritage, offering signature dishes, or creating guides to hidden dining gems. Properties that personalize recommendations based on guest feedback can build loyalty and repeat visits.

9. Partnerships extend the guest journey
Working with local restaurants, bars, and even street food vendors allows hotels to offer authentic culinary adventures beyond their walls. These collaborations deepen guest experiences and strengthen community ties.

10. Culinary events drive global attention
The second half of 2025 is packed with food festivals and dining showcases across Asia. Agoda urges hotels to leverage these events, positioning themselves as the go-to stay for travelers chasing the newest food trends.

As Asia’s culinary tourism heats up, hotels that embrace local flavors, personalize experiences, and connect guests with authentic dining will be best placed to thrive. With food now at the center of travel plans, the dining table is becoming just as important as the destination itself.