(NEWS) SINGAPORE, 2026-Apr-16 — /Travel PR News/ — Food-led travel continues to gain momentum across Asia, with new data pointing to a growing appetite for hands-on culinary experiences as a key driver of destination choice.
According to Agoda, Chiang Mai has emerged as the region’s leading destination for culinary activities, based on bookings made between January and March this year. The northern Thai city topped a list dominated by destinations in Thailand and Vietnam, highlighting the region’s strong appeal for food-focused travel.
Rounding out the top five are Bangkok, Hoi An, Ho Chi Minh City and Hanoi — all of which offer a range of cooking classes and immersive food experiences that connect visitors with local culture through cuisine.
According to details shared in Agoda’s 2026 Travel Outlook Report, culinary experiences have moved into the top three motivations for travel among Asian consumers, rising significantly from the previous year. Industry observers note that this shift reflects a broader trend toward experiential travel, where activities such as cooking classes provide deeper cultural engagement beyond traditional sightseeing.
In Chiang Mai, travellers are drawn to experiences that combine farm visits with hands-on cooking, offering insight into local ingredients and northern Thai dishes such as khao soi. In Bangkok, classes often incorporate market tours and instruction in preparing widely recognised dishes including pad Thai and tom yum, while Vietnamese destinations are attracting interest through a mix of culinary and cultural activities.
Hoi An, for example, combines cooking classes with excursions into rural areas, including basket boat rides and traditional fishing demonstrations. In Ho Chi Minh City, visitors can choose between multi-course cooking sessions and speciality workshops focused on local beverages such as egg coffee, while Hanoi’s offerings typically centre on classic dishes such as pho and bun cha.
The data reinforces the role of Southeast Asia as a key hub for culinary tourism, supported by diverse food traditions and accessible, experience-led activities. Platforms such as Agoda are increasingly integrating these offerings alongside accommodation and transport bookings, reflecting demand for more seamless trip planning.
The findings highlight how food is becoming a central element of the travel experience, with destinations leveraging their culinary heritage to attract visitors seeking both authenticity and interaction.
