Asia’s top foodie travel destinations revealed

Digital travel platform Agoda has unveiled new insights showing that food and drink experiences are among the most searched activities by Asian travelers in 2025.

Search data from June to July 2025 revealed Japan as the top destination for culinary experiences, followed by Thailand, Vietnam, Indonesia, and Malaysia.

Agoda’s 2024 Top Foodies Destinations study reflects responses from over 4,000 users who completed bookings to destinations across multiple markets.

Data is based on searches made for activities between June 1 and July 23, 2025.

Culinary-focused activities ranked among the top five most searched categories alongside tours and immersive experiences, signaling a strong opportunity for hotels to design food-centric guest offerings.

Japanese travelers themselves are among the most active in seeking out culinary experiences, with their top destinations spanning local hotspots within Japan as well as regional favorites like Thailand, South Korea, Vietnam, Hong Kong, and Taiwan.

Macao and Hong Kong have also emerged as key destinations for travelers from Japan, Taiwan, Thailand, and South Korea, underscoring the region’s appetite for diverse food cultures.

Agoda’s latest Top Foodie Destinations survey found that nearly half of respondents in South Korea, Taiwan, Thailand, Japan, and Malaysia consider culinary experiences their primary reason for travel.

“Living in Thailand, I often see firsthand how food shapes travel experiences and its growing influence on how travelers are planning their journeys,” said Andrew Smith, Senior Vice President, Supply at Agoda.

“Travelers are becoming more adventurous with their palates, seeking destinations celebrated for their food culture,” Smith added.

“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,” he said.

Hotels can elevate guest journeys by investing in on-property restaurants that highlight local flavors, offering signature dishes, or creating hyper-local culinary guides tailored to visitor preferences.

Providing seamless dining solutions such as app-based table reservations, real-time assistance with last-minute bookings, and personalized food recommendations based on guest surveys can further enhance hospitality.

Strong partnerships with neighborhood restaurants, family-run eateries, street food vendors, and award-winning establishments allow hotels to extend authentic culinary experiences beyond their properties.

These collaborations not only enhance the guest experience but also foster lasting impressions that encourage repeat visits.

The second half of 2025 will feature major food festivals and industry gatherings across Asia, showcasing emerging culinary destinations and world-class dining experiences.

Agoda advises hoteliers to leverage these events by positioning their properties as top choices for travelers seeking food-focused journeys.

With a portfolio of over 6 million holiday properties, more than 130,000 flight routes, and 300,000 activities, Agoda continues to provide tools and insights for partners to capture opportunities in food-driven tourism.

For more details on Agoda’s latest travel trends and hotel recommendations, visit partnerhub.agoda.com.