According to market research reports, demand for food-centred travel continues to rise worldwide. Research and Markets forecasts that the global culinary tourism market could reach 4.21 trillion USD by 2033, with an impressive annual growth rate of 14.46%.
The Asia–Pacific region currently accounts for 43.1% of the market, indicating a booming interest in exploring culture through food across the region.
The World Food Travel Association (WFTA) also notes that up to 81% of international travellers consider tasting local cuisine an important activity during their journey, and are willing to allocate 25–35% of their budget to such experiences.
According to Traveloka’s data, culinary experiences are becoming a key driver of travel decisions across Southeast Asia, with Viet Nam emerging as one of the most favoured destinations for food enthusiasts, alongside Thailand, Singapore, Hong Kong (China) and Japan.
Search interest in Ho Chi Minh City, Ha Noi, Da Nang and Nha Trang shows Viet Nam’s increasing attractiveness thanks to culinary experiences rich in identity, combining local flavours with full immersion in culture.
For Vietnamese cuisine, travellers show particular interest in Hue royal dishes, street-food culture and Vietnamese buffets.
Across the region, travellers are increasingly captivated by the “destination-based dining” model, where meals are paired with unique settings such as river cruises, rooftop restaurants or dining spaces near cultural heritage sites.
In response to this trend, on December 3, Traveloka announced its biggest annual promotion, the Traveloka Super Sale 12.12, taking place from December 3 to 12, 2025, enabling visitors to realise their culinary exploration journeys both domestically and internationally.
A Traveloka representative said the programme aims to meet the demand for discovering Viet Nam’s rich culinary heritage and accessing iconic culinary destinations across Southeast Asia, making gastronomic enjoyment an inseparable part of every trip.
During the promotion period, Traveloka will offer several types of incentives, including various discount coupons of up to 99%, selected products priced at 99,000 VND, and all-day coupons for multiple product categories. For programme details, travellers may visit the website: https://www.traveloka.com/en-vn/promotion/double-date
