Truong Phuc, owner of the Song Viet cafe in Song Wat neighborhood, Thailand , April. Photo: Phuong Lam .
According to Agoda's Travel Outlook 2026 report, 35% of Vietnamese travelers believe that food is one of the main factors influencing their travel decisions.
This trend is also reflected in the accommodation search data of Vietnamese travelers on Agoda from April 1st to June 30th, for stays between July 1st and August 31st. The destinations most popular with Vietnamese travelers are those famous not only for their scenery but also for their unique culinary traditions.
| Top 5 most searched domestic destinations by Vietnamese tourists on the Agoda platform: | |
| 1 | Da Nang |
| 2 | Nha Trang |
| 3 | Vung Tau |
| 4 | Phan Thiet |
| 5 | Ha Long |
Notably, the top 5 most searched-for domestic destinations are all coastal cities. These locations are not only attractive for their scenery and resort experiences, but also for their distinctive cuisine, making the enjoyment of local delicacies an essential part of many travelers' journeys.
Each place boasts dishes that have become "signature specialties," from Quang noodles and fish noodle soup in Da Nang to jellyfish noodle soup and Ninh Hoa grilled spring rolls in Nha Trang, or Quang Ninh squid cake in Ha Long. This shows that the culinary experience is no longer an optional activity but is becoming an integral part of the journey of exploring a destination.
Vietnamese savory pancake (Bánh xèo) served at a restaurant in Saigon Ward, Ho Chi Minh City, September 2025. Photo: Linh Huynh .
Meanwhile, the list of most searched international destinations highlights the appeal of Asian cities with vibrant culinary scenes.
| Top 5 most searched international destinations by Vietnamese travelers on Agoda: | |
| 1 | Bangkok |
| 2 | Singapore |
| 3 | Seoul |
| 4 | Tokyo |
| 5 | Kuala Lumpur |
Besides iconic landmarks and shopping districts, traditional markets, food streets, and long-standing eateries have also become popular stops for many Vietnamese tourists. Enjoying local cuisine not only enriches the journey but also provides an opportunity to learn about the culture, customs, and lifestyle of the local people.
According to Agoda, this is currently one of the preferred experiences for many travelers when planning overseas trips.
Mr. Vu Ngoc Lam, Country Director of Agoda Vietnam, commented: "Cuisine is playing an increasingly important role in the journey of exploring destinations for Vietnamese tourists. Whether it's a casual eatery near the hotel, a local market, or a food street, each delicious dish reveals another slice of local culture and life."
Vietnamese people still prioritize coastal cities within the country and Asian cities with rich culinary traditions. This trend reflects the need to combine relaxation with cultural experiences through food, rather than simply sightseeing or shopping.