For Vietnamese tourists, the journey to explore the destination begins by immersing themselves in the local culinary space.
Vietnamese tourists said that they like to visit markets or supermarkets when traveling, not only to shop but also to experience and connect. Whether choosing vegetables in Da Lat, trying fresh seafood in Nha Trang or sightseeing spices in Hoi An, walking around the market has become an essential part of the joy of travel.
Mr. Branavan Aruljothi, Country Director in Vietnam of Booking.com, emphasized the importance of cuisine in the travel choices of Vietnamese people.
This is an opportunity for accommodation establishments and food services to enhance local culinary values and create suitable culinary and accommodation experiences for tourists.
According to Booking.com's "Taste of Home" Resort trend Report 2025, 84% of Vietnamese tourists (over 8,000 tourists surveyed in the Asia-Pacific region) choose destinations based on local cuisine.
48% of tourists shared that their passion for exploring regional specialties is the main driving force behind their travel decisions; 47% are interested in harvesting or farm-to-table activities (from garden to dining table), while 43% want to visit the farm and meet food producers directly. Factors that make Vietnamese people prioritize this type of resort accommodation include: Private, comfortable space to enjoy meals (38%); freedom to eat without time limits (36%); opportunities to cook and share meals with relatives and friends (35%). When traveling, the eating habits of Vietnamese tourists have also changed significantly: 80% often visit local markets, 10% cook specialties, 38% try new kitchen appliances, and 28% try new recipes.
Mr. Bui Thanh Tu - Marketing Director of BestPrice Travel Company commented that one of the travel trends that international visitors are interested in is "deep local experience". That is, tourists not only want to visit scenic spots but also want to learn about cultural life, street food, cooking classes, craft villages, trekking in villages.
"The trend of traveling to explore local cuisine has been developing strongly in the past 2 years. Many foreign tourists come to Vietnam mainly for food. Street food, cooking classes, cultural workshops... help visitors "touch" Vietnamese identity naturally and vividly," Mr. Tu emphasized.
Understanding that, travel businesses often design tours that combine culture - cuisine and local experiences, meeting the needs of American, Singaporean and local visitors.
Culinary artist Pham Thi Hoa ( Bat Trang, Hanoi) said: "Every week, our restaurant welcomes dozens of foreign and individual groups to enjoy the traditional dishes of Bat Trang. Tourists enjoy experiencing local cuisine, watching the chefs prepare the dish themselves or listening to stories about the dish. Artists shared that in recent years, many domestic and international visitors have not only considered Bat Trang cuisine as a meal on the journey, but also one of the main reasons to visit this destination. It can be seen that cuisine is becoming an important "touch" in the strategy of attracting tourists.
