Asia’s biggest foodie travellers revealed: These countries travel for taste, not just sights

From Taiwan to Vietnam, travellers across Asia are choosing destinations based on what’s on the plate, not just the map.

• Food now ranks among top three reasons for travel in Asia
• Taiwan leads with 47% travellers prioritising food experiences
• Destinations are promoting local cuisine to attract more visitors

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If your travel plans often revolve around what to eat next, you’re part of a growing trend. Food is fast becoming one of the main reasons people choose where to travel, and a new report by Agoda highlights just how strong this shift is across Asia.

According to Agoda’s 2026 Travel Outlook Report, culinary experiences are now among the top three reasons people travel—up from sixth place last year. More travellers are choosing destinations based on what they can eat, not just what they can see.

Here’s a closer look at the Asian travellers leading this food-first approach to travel.

1. Taiwan (47%): Travel plans built around food

Travellers from Taiwan top the list, with nearly half saying food is a key reason they travel. This reflects Taiwan’s deep-rooted food culture, where night markets and street food are a way of life. It’s no surprise that travellers from here actively seek out destinations known for their culinary identity.

2. Vietnam (35%): A love for bold, balanced flavours

In second place is Vietnam, where 35% of travellers prioritise food when planning trips. Vietnamese cuisine is known for its fresh ingredients and balanced flavours, and that appreciation carries over into how people travel—often with a focus on exploring local dishes and authentic eateries.

3. South Korea (34%): Food as part of the experience

Travellers from South Korea rank third, with 34% placing food high on their travel list. Food in South Korea is closely tied to lifestyle and culture, and travellers tend to look for destinations where they can explore both through local cuisine.

4. Malaysia (33%): Drawn to diversity on a plate

Malaysia comes in fourth, with 33% of travellers choosing destinations based on food. With a cuisine shaped by multiple cultures, Malaysian travellers often look for variety and depth when it comes to food experiences abroad.

5. Japan (32%): Focus on quality and detail

In fifth place is Japan, where 32% of travellers are motivated by food. Japanese travellers are known for their attention to detail and appreciation for quality, which often influences their interest in authentic and well-crafted dining experiences while travelling.

6. Indonesia (31%): Exploring flavours beyond borders

Travellers from Indonesia take the sixth spot, with 31% prioritising food in their travel plans. Coming from a country with a rich culinary tradition, many Indonesian travellers are keen to explore new cuisines and food cultures when they travel.

7. Thailand (20%): A natural extension of street food culture

Thailand ranks seventh, with 20% of travellers choosing destinations for their food. Given Thailand’s strong street food culture, it’s natural that travellers look for similar vibrant and flavourful experiences elsewhere.

8. India (8%): A growing interest in food-led travel

Rounding out the list is India, with 8% of travellers saying food is a key travel factor. While the number is lower compared to other countries, it points to a growing shift. Indian travellers are increasingly exploring food tours, local dining spots and global cuisines as part of their travel experiences.

Why food is becoming central to travel

Travellers today are looking for more meaningful experiences, and food offers a direct way to connect with a destination. It reflects local culture, traditions and everyday life in a way that few other experiences can. Whether it’s trying street food, visiting local markets or dining at a regional favourite, food has become a key part of how people experience a place.

What this means for travellers

As this trend grows, destinations are placing more focus on their culinary offerings—creating food trails, hosting festivals and promoting local cuisine as a major draw. For travellers, it simply means one thing: the next trip might be just as much about what’s on your plate as where you’re going.