Cuisine determines destination
Before the trip to Da Nang in early July, Ms. Quynh Hoa (34 years old, Hanoi) spent more time keeping a list of avocado ice cream, fish salad, and seafood shops introduced on social networks than searching for check-in points.
I usually choose dishes first and then schedule visits. There are places I want to go just because I heard that there are very delicious specialties. For me, enjoying local cuisine is the fastest way to learn more about the culture of a land," Ms. Hoa shared.
Not only Ms. Hoa, many Vietnamese tourists also consider cuisine an important part of every trip. This trend is also reflected in Agoda's summer destination search data.
Based on accommodation search data of Vietnamese tourists on Agoda from April 1 to June 30, 2026, for the stay period from July 1 to August 31, 2026, the list of 5 domestic destinations and 5 most searched international destinations stretches from coastal cities of Vietnam to the most vibrant cities in Asia.
In the domestic market, the top 5 destinations most sought by Vietnamese tourists are coastal cities, showing the attractiveness of resort trips combined with culinary exploration in the last month of summer.
Da Nang leads the list, conquering tourists with specialties such as Quang noodles, fish vermicelli and many fresh seafood served along the coast. Tourist attractions, beaches and dining areas are concentrated quite close to each other in the city center area, creating conditions for tourists to easily combine entertainment, relaxation and enjoy local cuisine on the same journey.
Ranked second is Nha Trang with dishes that have become "brands" such as jellyfish vermicelli, Ninh Hoa grilled spring rolls and banh uot over plates. These rustic dishes contribute to creating the unique identity of the coastal city and become an indispensable experience for many tourists.
The remaining three names in the top 5 are Vung Tau, Phan Thiet and Ha Long, each locality owns its own unique specialties. Vung Tau is famous for banh khot, banh bong lan egg salad and stingray hotpot. Phan Thiet attracts diners with banh can, goi ca mai salad, banh bot loc and coconut cream. Meanwhile, Ha Long is not only attracted by world natural wonders but also keeps tourists with Quang Ninh squid patties - a dish that has become a symbol of this land.
Explore the country through delicious dishes
This trend is also clearly shown in the choice of international destinations for Vietnamese tourists. The top 5 most searched cities are all large cities in Asia, where rich culinary life becomes part of tourism experiences.
From street vendors, traditional markets to local food centers and popular eateries, each destination offers tourists the opportunity to explore culture through flavors.
Bangkok (Thailand) tops the list of international destinations, attracting tourists with fatty Khao Soi curry, famous mango sticky rice and the vibrant atmosphere of street food areas.
In second place, Singapore stands out with its local culinary area system, where the culinary quintessence of the Chinese, Indian, Peranakan... communities blends in with iconic dishes such as Kaya Toast or Bak Chor Mee, helping visitors clearly feel the diverse cultural identity of the island nation.
Seoul (Korea) and Tokyo (Japan) ranked third and fourth respectively, each city owning its own culinary imprint. If Seoul is famous for savory street foods such as Tteokbokki or Samgyetang ginseng chicken stew, then Tokyo has long been considered a culinary paradise with sushi, ramen and many local flavored dishes such as Unagi don eel rice, Japanese curry and fermented soybean Natto.
Closing the list is Kuala Lumpur (Malaysia), where multi-ethnic culture is clearly reflected through dishes such as Nasi Lemak or Char Kway Teow. The city's night markets and food centers also create conditions for tourists to easily experience the taste of Malaysia in a close, indigenous space.
Mr. Vu Ngoc Lam, Country Director of Agoda Vietnam, shared: "Culinary is playing an increasingly important role in the journey to explore destinations for Vietnamese tourists. Whether it is a popular restaurant near hotels, local markets or culinary streets, each delicious dish opens up a slice of local culture and life.
The most searched destinations this summer offer many choices for tourists to both explore the destination and enjoy the typical dishes of each place".
The trend of finding summer destinations in 2026 shows that cuisine is no longer an accompanying experience but is becoming an important "plus point" in tourists' decisions. Local dishes are therefore not only contributing to promoting culture, but also becoming an advantage to help many destinations increase their attractiveness on the tourist map.
