It finished ahead of global favorites like Italy, Japan, and Thailand.
According to the Vietnam Tourism Information Technology Center, recent industry research shows that nearly 80% of international travelers pick their holiday destinations based on local food culture.
Modern tourists now prefer real local experiences over relaxing luxury trips. About 66% choose simple street food, while 64% prefer neighborhood spots and local food halls over formal, high-end restaurants.
NZ Herald travel writer Ewan McDonald pointed out this growing appeal.
He noted that while famous dishes like pho, banh mi, and crispy spring rolls are now easy to find worldwide, nothing compares to tasting them in Vietnam.
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A Vietnamese meal with grilled fish, pancakes banh xeo and banh khot, clay pot rice, and fresh herbs served on banana leaves. Photo by Luc Pham via Pexels |
A major reason for Vietnam’s success is its diverse food culture across the country.
NZ Herald highlighted how flavors change from north to south, offering travelers three distinct taste experiences.
In the north, centered around Hanoi, the local cuisine is known for its clean, subtle, and pepper-focused flavors.
Cooking techniques in this region rely on fresh, simple ingredients rather than heavy spices.
The central region around historic Hue on the other hand features bold, spicy, and complex dishes. These intense flavor combinations are deeply rooted in ancient royal banquet traditions.
Further south in Ho Chi Minh City, the culinary style shifts toward sweeter and richer tastes, with dishes relying heavily on abundant fresh herbs and local ingredients, reflecting the region’s agricultural wealth.
To fully experience Vietnam’s food culture, travel experts suggest getting involved in how meals are made.
McDonald recommended that visitors pair their trips with local wet-market tours and hands-on cooking classes.
These activities allow tourists to explore morning markets, learn about fresh herbs, and master traditional cooking techniques directly from local chefs.
Following Vietnam in the publication’s top 10 are Italy, Japan, Thailand, Auckland, Singapore, Wellington, Melbourne, France, and Hawke’s Bay.