Culinary tourism across Asia is accelerating, with Japan ranking as the most searched destination for food and drink activities, according to data released by digital travel platform Agoda.
Based on searches from June to July 2025, Thailand ranks second, followed by Vietnam, Indonesia, and Malaysia in the top five. Agoda’s findings indicate a regional shift toward food-focused travel, which is influencing how guests plan trips and how hotels present their offerings.
The data shows culinary-focused activities ranking among the top five travel categories alongside tours and immersive experiences, underscoring a commercial opportunity for hotels to curate distinctive dining experiences or partner with local vendors.
Agoda reports that nearly half of the respondents in its latest Top Foodie Destinations survey, covering South Korea, Taiwan, Thailand, Japan, and Malaysia, cite cuisine as a primary reason for travel. The company notes that its scale—encompassing over 6 million holiday properties, more than 130,000 flight routes, and over 300,000 activities—supports partners seeking to convert this demand into bookings.
Agoda ranked South Korea as Asia’s top foodie destination in 2024.
Japan Leads Food Searches; Intra-Asian Demand Broadens
Agoda’s search insights indicate that Japanese travelers are among the most active seekers of food-led experiences, both within Japan and to nearby markets. Their top culinary destinations include Thailand, South Korea, Vietnam, Hong Kong, and Taiwan. The platform also notes increasing interest in Macao and Hong Kong among travelers from Japan, Taiwan, Thailand, and South Korea, reflecting growing cross-border appetite for diverse regional cuisines.
The concentration of searches around established culinary hubs aligns with the continued prominence of street food, regional specialties, and chef-led venues in trip planning. Searches suggest travelers are prioritizing destinations recognized for heritage dishes and accessible dining scenes. This behavior supports the categorization of food activities among top trip components during the June–July 2025 period.
People waiting in line outside Teramachi Fukuda restaurant near Nishiki Market in Kyoto, Japan. Photo Credit: Andriy Blokhin / Shutterstock.comOperational Playbook for Hotels: From On-Property Menus to Local Tie-Ups
Agoda advises hotels to differentiate by elevating on-property dining with local flavors and signature dishes that anchor a sense of place. The platform recommends creating hyper-local culinary guides, accommodating dietary needs, and flagging trending cuisines to align with guest expectations. It also highlights the value of streamlining table reservations at sought-after restaurants via apps or front desks, and providing real-time support for last-minute dining requests.
Partnerships with neighborhood restaurants, family-run eateries, street food vendors, and award-winning establishments can extend the guest experience beyond the hotel. By integrating off-property options into the stay, hotels can increase perceived value while encouraging longer stays and repeat visits. Feedback loops—through surveys and post-stay reviews—can then refine recommendations for subsequent guests and stays.
Andrew Smith, Senior Vice President, Supply at Agoda, said, “Living in Thailand, I often see firsthand how food shapes travel experiences and its growing influence on how travelers are planning their journeys. Travelers are becoming more adventurous with their palates, seeking destinations celebrated for their food culture. 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.”
Calendar Tailwinds: Events and Industry Gatherings in H2 2025
Agoda points to a packed schedule of food celebrations and industry events across Asia in the second half of 2025 as additional demand drivers. Such gatherings spotlight emerging dining districts and acclaimed restaurants, drawing international visitors who plan itineraries around tastings, pop-ups, and chef collaborations. Hotels proximate to these venues can position themselves as preferred bases by bundling event access with dining-focused packages.
The platform’s recommendations focus on curating experiences that translate search intent into on-the-ground activity. Hotels that integrate local culinary assets, simplify access to high-demand tables, and personalize suggestions using guest feedback are positioned to capture a larger share of food-motivated bookings. As food-led travel further permeates trip planning in Asia, properties that move early stand to build brand equity with a growing cohort of cuisine-driven travelers.
Agoda states it will continue to support partners with data, tools, and distribution to meet the rising appetite for culinary-led trips. The company underscores that combining on-property offerings with neighborhood partnerships, guest-informed personalization, and frictionless dining logistics can help hotels convert foodie interest into occupancy. With search trends favoring destinations known for their food cultures, the sector’s near-term outlook suggests sustained momentum for culinary tourism across the region.
Top Photo Credit: gracethang2 / Shutterstock.com
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