Vietnam Culinary Tourism Market Size, Share, Trends and Forecast 2026-2034

The Vietnam culinary tourism market size reached USD 6.24 Billion in 2025 and is projected to grow to USD 20.17 Billion by 2034. The market is expected to expand at a CAGR of 13.92% during the forecast period of 2026-2034. Growth is driven by international recognition of Vietnamese cuisine via Michelin Guide expansion, rising demand for hands-on culinary experiences such as food tours and cooking classes, and digital platform transformation enhancing online booking convenience. Additionally, AI integration in tourism and government promotion of culinary heritage help to increase market share.

Study Assumption Years

• Base Year: 2025
• Historical Year/Period: 2020-2025
• Forecast Year/Period: 2026-2034

Vietnam Culinary Tourism Market Key Takeaways

• The Vietnam culinary tourism market size was USD 6.24 Billion in 2025.
• The market is forecasted to reach USD 20.17 Billion by 2034.
• CAGR is recorded at 13.92% during 2026-2034.
• Michelin Guide expansion significantly elevated Vietnam's culinary standing, with seven restaurants receiving one-star status and the first Michelin Green Star awarded to Nén Danang.
• Hands-on culinary experiences such as food tours and cooking classes are witnessing explosive growth, with cooking class prices ranging from USD 30-45 and platforms like Klook reporting 70% year-over-year revenue growth.
• Digital platform transformation has shifted over 70% of international tourists in Da Nang to online travel agencies for bookings, increasing OTA traffic by over 30-35% in 2024.
• Integration of AI in tourism services enhances personalized recommendations, booking efficiency, and operational improvements.

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Market Growth Factors

This expansion of the Michelin Guide into Vietnam builds upon the country's culinary tourism brand, spreading the word about Vietnamese eateries and dishes around the world. In 2024, seven restaurants all through Hanoi, Ho Chi Minh City and Da Nang gained a one-star status. Nén Danang made a restaurant in Vietnam get the first Michelin Green Star for sustainable gastronomy. It also established new standards for food service. It added new culinary tourism products. It began the first culinary tour program in Vietnam from international high-end travel company Abercrombie & Kent.

As a rapidly growing part of the Vietnamese tourism industry, experience-based or participatory food tourism follows the concept that food tours have become a popular form of tourism in Vietnam, often combined with market-based, street food tours, or visits to an individual food vendor. Expensive food tours on motorized scooters, called a Vespa, are a popular activity among European, US and Australian tourists. Tourist cooking classes, priced between USD 30 and 45, also grew in popularity since COVID-19. Usually, classes begin by going to the market. Then a big meal gets prepared. Culinary services have become a major part of Klook and similar travel companies, with up to 70% of annual revenue coming from such services.

Online travel companies such as Traveloka, Booking.com and Klook have changed the culinary tourist market in Vietnam. In the city of Da Nang, online travel agents have 70% of international tourist traffic. Search traffic and online transactions for online travel agencies (OTAs) increased between 30% and 35% in 2024. Visit Vietnam is an artificial intelligence (AI)-driven online tourism website and related application developed by the Government of Vietnam that offers itinerary planning, booking, electronic payment, personalized offers via blockchain and data analysis, unified tourism service offer deals, and improves the customer experience. Its aim is to help the country attain 25 million inbound tourists and 150 million domestic tourists by 2025.

Market Segmentation

By Activity Type:

• Culinary Trails: Travelers engage with authentic regional cuisines through curated trails combining farm-to-table experiences and local market visits.
• Cooking Classes: Classes offer hands-on experience with Vietnamese recipes, typically including ingredient selection and guided cooking sessions priced between USD 30-45.
• Restaurants: Inclusive of Michelin-starred and local dining establishments contributing to culinary tourism.
• Food Festival and Events: Events celebrate Vietnamese culinary heritage, enhancing tourist engagement.
• Others: Additional culinary activities complementing the primary segments.

By Tour Type:

• Domestic: Culinary tourism involving local Vietnamese travelers exploring national food culture.
• International: Foreign tourists participating in culinary experiences, boosted by improved visa policies and air connectivity.

By Age Group:

• Baby Boomers
• Generation X
• Generation Y
• Generation Z

Each age group exhibits unique experiential preferences, with millennials and Generation Z especially driving demand for authentic culinary experiences.

By Mode of Booking:

• Online Travel Agents: Dominant booking channel with platforms like Klook, Traveloka, and Booking.com facilitating over 70% of international tourist bookings in key regions.
• Traditional Agents: Conventional tour operators offering culinary tours.
• Direct Bookings: Customers booking directly with service providers.

Regional Insights

Northern Vietnam, Central Vietnam, and Southern Vietnam constitute the major regional markets. Notably, Da Nang in Central Vietnam stands out as a critical hub, where over 70% of international tourists used online travel platforms for service bookings in 2024, with OTA traffic boosted by 861% from collaborative voucher campaigns. This digital engagement bolsters Central Vietnam's dominance in the culinary tourism market during the forecast period.

Recent Developments & News

• April 2025: Abercrombie & Kent, a U.S.-based luxury travel company, launched "Flavors of Vietnam," an eight-day culinary journey priced from USD 6,995 per person. The tour includes Vespa rides, Mekong Delta cruises, Michelin-starred dining, and street food experiences across major cities.
• August 2025: The Vietnam National Administration of Tourism introduced the Visit Vietnam platform, a national digital ecosystem integrating AI-powered trip planning, blockchain technology, and booking services. The phased rollout includes governmental and public access phases, with international introduction at the 2027 APEC Summit.
• June 2024: The Michelin Guide Vietnam ceremony awarded seven one-star restaurants across key cities and Vietnam's first Michelin Green Star to Nén Danang. Da Nang also debuted with 16 new Bib Gourmand entries.

Key Players

• Klook
• Traveloka
• Booking.com
• Agoda
• Abercrombie & Kent
• M.O.M Cooking Class

Customization Note

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