Cuisine helps Vietnam stand out as a tourist destination
Vietnam is increasingly leveraging its culinary heritage to boost tourism, with the country recently ranking highly in international travel awards. The shift reflects a broader global trend where food experiences are becoming a primary driver for travel decisions.
Why it matters
This highlights the economic potential of 'gastronomy tourism' as a strategy for developing nations to differentiate their brand and increase visitor spending.
Hanoi (VNA) – A trip may begin with a famous landmark, a beach or a historic site, but it is often a dish that visitors remember most. It could be a steaming bowl of “pho” in Hanoi, “bun bo Hue” in the former imperial capital, a “banh mi” on a street in Ho Chi Minh City, or a simple local dish enjoyed at a market.
For tourists, food is no longer simply a necessity during a journey. It is increasingly an important part of the travel experience, helping visitors understand the culture, people and daily life of the places they visit.
On August 17, Vietnam ranked first among the top 10 food destinations in the NZ Herald Travel Readers’ Choice Awards 2026. It was followed by Italy, Japan, Thailand, Singapore, Melbourne (Australia), France, Auckland, Wellington and Hawke’s Bay (New Zealand).
Get smarter about the news
Sign up free for a feed built around what you actually care about, Dive Deeper research on any story, and the full text of every article.
Create free accountAlready have an account? Sign in