SINGAPORE – Asia’s love affair with food has officially gone global, and the hospitality industry is poised to reap the rewards. According to new insights from digital travel platform Agoda, food-focused tourism is rapidly shaping travel decisions across the region, offering hoteliers new opportunities to elevate guest experiences and build stronger connections with travelers.
Between June and July 2025, food and drink activities ranked among the top five categories searched by Asian travelers, alongside tours and immersive experiences. Japan emerged as the most sought-after culinary destination, followed by Thailand, Vietnam, Indonesia, and Malaysia. These findings signal a growing demand for journeys that go beyond sightseeing, with travelers seeking authentic dining experiences that connect them more deeply to place and culture.
Interestingly, the appetite for food-centric travel is not limited to international visitors. Japanese travelers themselves are driving this trend, with domestic searches for local culinary adventures as strong as interest in neighboring destinations such as Thailand, South Korea, Vietnam, Hong Kong, and Taiwan. Macao and Hong Kong, in particular, have surfaced as cross-market favorites for travelers from Japan, Taiwan, Thailand, and South Korea – underscoring the appeal of diverse regional cuisines.
Agoda’s latest Top Foodie Destinations survey reinforces this growing phenomenon: nearly half of respondents from South Korea, Taiwan, Thailand, Japan, and Malaysia said food was their primary reason for travel. This signals a shift in priorities, with gastronomy emerging as a decisive factor in trip planning.
Andrew Smith, Senior Vice President, Supply at Agoda, commented, “Living in Thailand, I often see firsthand how food shapes travel experiences and its growing influence on how travelers are planning their journeys. Travelers are becoming more adventurous with their palates, seeking destinations celebrated for their food culture. Our search data shows that culinary experiences are now a top priority for many guests, and we encourage our hotel partners to embrace this trend whether by spotlighting local dining options, collaborating with nearby restaurants or curating unique food experiences for their guests.”
Hotels looking to stand out can do so by investing in on-site dining concepts that highlight regional flavors or by designing signature dishes that tell a culinary story. Beyond property walls, partnerships with local restaurants, family-owned eateries, and street food vendors can offer guests an authentic taste of the destination while strengthening ties with the community.
To further personalize the experience, properties can provide hyper-local dining guides, facilitate seamless table reservations through apps or concierge services, and even adapt recommendations based on guest feedback or dietary preferences. These thoughtful touches not only enrich the stay but also foster repeat visits.
The timing couldn’t be more favorable. The latter half of 2025 is set to feature a string of high-profile food festivals and industry events across Asia, drawing global attention to the region’s thriving culinary scene. Agoda encourages hoteliers to leverage their proximity to these celebrations, positioning their properties as gateways for travelers eager to explore the latest in gastronomy.
With a global network of over 6 million holiday properties, 130,000 flight routes, and more than 300,000 activities, Agoda continues to support its partners with data-driven insights, technology, and reach to capitalize on this growing appetite for food-inspired travel.
