Agoda Reveals Food-Focused Tourism Boom: How Hoteliers Can Capitalize on Asia’s Culinary Travel Trend

Digital travel platform Agoda has recently revealed data-driven insights that shine a light on the growing trend of food-focused tourism across Asia. The survey, conducted from June to July 2025, shows that culinary experiences are becoming a central aspect of travel plans for many tourists. Japan has emerged as the top searched destination for food and drink activities, surpassing other destinations in Asia. This is followed by Thailand, Vietnam, Indonesia, and Malaysia, which round out the top five. These insights provide valuable opportunities for hoteliers to leverage this trend and cater to the increasing demand for food-centric travel experiences.

The data emphasizes the importance of culinary-focused activities as a key category for tourists, alongside tours and immersive experiences. This shift signals a great opportunity for hotels to differentiate themselves by offering unique food experiences, partnering with local restaurants, or curating special food events to meet the evolving preferences of guests.

Culinary Tourism and Regional Demand

Japan’s top position in the culinary tourism rankings aligns with the growing interest among Japanese travelers themselves, who are also seeking food-centric travel experiences. Their top culinary destinations include both domestic locations within Japan as well as neighboring countries like Thailand, South Korea, Vietnam, Hong Kong, and Taiwan. Notably, Macao and Hong Kong have also emerged as popular culinary destinations, attracting travelers from Japan, Taiwan, Thailand, and South Korea, indicating a growing appetite for exploring diverse regional cuisines.

This trend shows that tourists are not just looking for the standard tourist attractions but are instead seeking to immerse themselves in local culinary cultures. As the search data reveals, food is not only a key driver for tourism but is also an essential factor in shaping the travel decisions of many individuals.

Agoda’s Insights on the Importance of Culinary Travel

In Agoda’s Top Foodie Destinations survey, nearly half of the respondents from countries such as South Korea, Taiwan, Thailand, Japan, and Malaysia stated that culinary experiences are the primary reason for their travel. This shift highlights the increasing focus on food and drink as a way to explore different cultures and regions.

This evolving trend presents a significant opportunity for hoteliers to attract and engage guests by incorporating food-inspired travel into their offerings. Hotels can stand out by curating unique dining experiences or promoting the rich culinary heritage of their location.

How Hotels Can Capitalize on the Food-Centric Travel Trend

1. Offering Local Dining Experiences

To take advantage of this growing trend, hotels can focus on showcasing local flavors by offering signature dishes that reflect the region’s culinary heritage. Properties could also invest in on-property restaurants that specialize in local cuisine, offering guests a true taste of the destination. Additionally, hotels could partner with nearby restaurants or street food vendors to provide a more authentic dining experience.

For example, hotels could offer curated dining experiences, such as food tours or cooking classes, which allow guests to immerse themselves in the local culinary culture. By offering these unique experiences, hotels can create memorable travel moments that guests are likely to share and recommend to others.

2. Creating Tailored Culinary Guides

For an even more personalized experience, hotels can create hyper-local culinary guides that cater to the individual tastes and dietary needs of guests. By recommending popular local restaurants, hidden food gems, and must-try street food, hotels can help guests navigate the local food scene and enhance their culinary journey.

Additionally, hotels can offer seamless dining experiences through reservations at top local restaurants. The integration of this service through hotel apps or front desks makes it easier for guests to enjoy their meals without the hassle of making reservations themselves.

3. Partnering with Local Restaurants and Bars

Hotels can significantly enhance their food offerings by forging strong partnerships with local restaurants and bars. These partnerships not only expand the range of dining experiences available to guests but also help integrate the hotel into the local food scene. From family-run eateries to award-winning restaurants, hotels can provide guests with a wide selection of authentic dining options that reflect the diversity of regional cuisine.

These collaborations can also extend the guest experience beyond the hotel, encouraging repeat visits and fostering positive relationships between the hotel and the local community.

The Future of Culinary Travel

As the food and travel industries continue to evolve, culinary tourism will likely remain a key trend in the years to come. In 2025, high-profile food celebrations and industry events will take place across Asia, providing opportunities for tourists to experience new dining destinations and renowned restaurants. Agoda encourages hoteliers to leverage their proximity to food hotspots and position their properties as preferred choices for guests seeking food and drink experiences.

In addition to offering tailored culinary experiences, hoteliers can boost their appeal by staying up to date on emerging food destinations and participating in regional food festivals, which can serve as a platform to showcase their food offerings and attract food-loving tourists.

Agoda’s Commitment to Supporting Hoteliers

As the culinary tourism trend continues to rise, Agoda remains committed to supporting hoteliers with the insights, technology, and global reach necessary to tap into the growing demand for food-focused travel. With over 6 million properties, more than 130,000 flight routes, and 300,000 activities, Agoda provides the tools to create unforgettable travel experiences that cater to the growing appetite for culinary exploration.