Agoda recently published a report that focuses on the growing role of food in the travel choices of Asian tourists. The survey forms part of the 2026 Travel Outlook Report, which emphasizes a significant trend: food is now a central motivator for travel among many Asians.

Culinary Experiences as a Travel Motivator

Food is touted as a key attraction, with a noticeable shift where culinary exploration ranks high on travelers’ priority lists. The report indicates that over 47% of travelers from Taiwan consider food experiences crucial when choosing their travel destinations. Following them are Vietnamese and South Korean travelers, where 35% and 34%, respectively, show a similar passion for food.

Travelers from Malaysia and Japan round out the top five, with 33% and 32% prioritizing culinary experiences during their journeys. Additionally, Indonesia, Thailand, and India show a strong interest in exploring global cuisines.

Akaporn Rodkong, Agoda’s country director for Thailand and Indochina, stated: “Food has become one of the strongest emotional connections between travelers and the destinations they visit. Across Asia, more travelers are choosing destinations based on the flavors they want to try and the culinary stories they want to experience. Seeing Thai travelers rank among the region’s top foodie explorers reflects this growing passion for discovering new tastes and food cultures. Agoda is proud to help make those journeys possible by bringing flights, accommodations, and activities together in one seamless booking experience.”