Asia-Pacific Culinary Tourism Market Outlook, 2029

Asia-Pacific, with its wide and diverse culinary landscape, has developed as a major culinary tourism hotspot, luring visitors from all over the world with its rich tapestry of flavors, smells, and culinary traditions. From Bangkok's frenetic street food stalls to Japan's refined tea rooms, the area provides a tempting assortment of culinary experiences that highlight each destination's distinct cultures, histories, and ingredients. One of the distinguishing features of Asia-Pacific culinary tourism is its sheer variety. From the colorful street markets of Southeast Asia to the exquisite dining facilities of East Asia, the region comprises a diverse spectrum of culinary traditions, techniques, and ingredients.

Each country and region has its own particular flavors and delicacies, reflecting centuries of culinary traditions passed down through generations. In Southeast Asia, for example, visitors can go on culinary adventures through lively markets full of exotic fruits, spices, and street food delicacies. From Thailand's hot curries to Vietnam's fragrant noodle soups and Indonesia's delicious satays, the region's food is known for its strong flavors and aromatic spices. Meanwhile, East Asia provides a more refined and subtle culinary experience, emphasizing precision, presentation, and freshness. In Japan, for example, visitors can learn the technique of sushi-making, enjoy fine sashimi, and participate in traditional tea rituals.

In South Korea, barbecue enthusiasts can relish the smokey smells of grilled meats paired with an abundance of banchan (side dishes), while in China, dim sum lovers can feast on an assortment of dumplings and steamed buns. The rise of social media and digital platforms has played a significant role in promoting Asia-Pacific culinary tourism to a global audience. Food bloggers, influencers, and travel enthusiasts share their culinary adventures online, inspiring others to explore the region's diverse food cultures and cuisines.

According to the research report Asia-Pacific Culinary Tourism Market Outlook, 2029, the Asia-Pacific Culinary Tourism market is expected to grow with more than 21% CAGR from 2024 to 2029. Governments and tourism boards throughout Asia-Pacific have recognized the economic potential of culinary tourism and have engaged in projects to promote and develop the industry. From food festivals and culinary tours to cooking lessons and farm-to-table experiences, these initiatives seek to highlight the region's culinary heritage and attract visitors from all over the world. Street food is a big draw for Asia-Pacific culinary tourism, with colorful street markets and food booths serving a variety of economical and excellent cuisine.

Street food, which includes satay skewers in Indonesia, dumplings in China, and Pad Thai in Thailand, allows visitors to enjoy a variety of local dishes in an authentic and immersive environment. Asia-Pacific culinary tourism allows visitors to learn about and engage in traditional cooking methods that have been passed down through centuries. Culinary aficionados can receive hands-on expertise and insight into the region's rich culinary legacy by mastering the art of sushi-making in Japan, discovering the secrets of Thai curry paste, or exploring Indian spice mixes. Tea plays an important role in Asia-Pacific culinary tourism, with nations such as China, Japan, and Taiwan noted for their rich tea cultures. Travelers can attend traditional tea ceremonies, visit tea plantations, and sample a wide range of teas, including delicate green teas, powerful oolongs, and aromatic herbal blends.

Major Drivers

Street food culture and vibrant food markets: Street food is an important part of many Asian cultures, providing a popular and economical way for both locals and visitors to enjoy a wide range of snacks and entrees. Asia-Pacific is known for its vibrant street food scenes, which include night markets in Taiwan and hawker centers in Singapore, as well as food alleys in South Korea and food carts in Thailand. Travelers go to these crowded markets to experience the sights, sounds, and scents of local street food culture, indulging in popular dishes such as satay, dumplings, banh mi, and more. The accessibility and authenticity of street food experiences contribute to the appeal of culinary tourism in Asia-Pacific, attracting food enthusiasts from around the world eager to explore the region's culinary delights.

Health and wellness trends: Health and wellness concerns are becoming more relevant in the Asia-Pacific culinary tourism sector. As individuals become more health-conscious, there is a growing need for culinary experiences that value fresh, nutritious products and provide options to accommodate dietary preferences and constraints. Many tourists are looking for wellness-focused culinary experiences, such as vegan and vegetarian cooking workshops, farm-to-table dining, and wellness retreats that combine good eating habits. This trend is driving culinary tourism innovation, with destinations and businesses in Asia-Pacific reacting by providing healthier food options, encouraging sustainable and organic farming techniques, and incorporating wellness activities into dining experiences.

Major Challenges

Food safety and hygiene standards: Ensuring food safety and hygiene standards is a major concern for the Asia-Pacific culinary tourism business, especially in areas where food safety rules differ or are less rigorous than Western standards. Travelers are concerned about foodborne infections, hygiene procedures, and sanitation standards, particularly while sampling street food or dining at local restaurants. Culinary tourism operators must prioritize food safety and cleanliness by following best practices, adopting quality control systems, and training employees on correct food handling and sanitation procedures. Building trust and confidence in the safety and quality of the culinary offerings is critical for recruiting and retaining culinary tourists in the region.

In terms of activity type segment market is divided into culinary trials, cooking classes, restaurants, food festival and others. Food festival activity is expected to grow at fastest rate in Asia-Pacific culinary tourism market.

Asia-Pacific is home to a broad range of cultures and traditions, and food festivals provide an opportunity to celebrate and showcase the region's rich culinary heritage. These festivals frequently incorporate traditional meals, cooking demonstrations, cultural performances, and culinary competitions, providing visitors with a unique opportunity to sample the flavors and traditions of other countries in one location. Food festivals play an important role in promoting tourism in the Asia-Pacific area, attracting tourists from both domestic and foreign markets. These events frequently attract large audiences of foodies, culinary professionals, and media representatives, creating excitement and publicity for the area.

As culinary tourism grows in popularity, food festivals play an important role in promoting the region's culinary offerings and attracting visitors. Food festivals provide a hands-on approach to culinary tourism in an age when travelers are increasingly looking for authentic and engaging experiences. Visitors can connect with local chefs, artists, and food producers, learn about traditional cooking methods, and take part in tastings and seminars. These immersive features improve the entire visitor experience and contribute to food festivals' increasing popularity as a favourite activity for gourmet tourists in Asia-Pacific. The rise of social media has played a significant role in driving interest and participation in food festivals across the Asia-Pacific region. Food enthusiasts share their experiences and photos on platforms like Instagram, Facebook, and YouTube, creating buzz and generating excitement around these events.

Based on the mode of booking segment the market includes online travel agents (OTA), traditional agent, and direct booking. Traditional agent mode of booking is predicted to play major role Asia-Pacific culinary tourism market. Based on tour segment the market includes domestic and international. International tour segment is expected to grow at rapid pace in Asia-Pacific culinary tourism market.

Traditional travel agencies have a strong presence in many Asian-Pacific nations and are reliable sources of information and support when it comes to scheduling travel experiences. Cultural tastes and customs frequently influence travel booking decisions, with many tourists in the region preferring the customized care and counsel offered by traditional brokers. Culinary tourism frequently requires a high level of customization and coordination, as travelers may have special culinary preferences, dietary limitations, or eating hobbies. Traditional travel agents are well-equipped to handle the complexity of culinary tourism, and they can adapt travel packages to their client’s specific needs and preferences.

Food experiences have grown in popularity among tourists around the world, with many looking for authentic and immersive culinary experiences as a key component of their vacation plans. Asia-Pacific, with its unique cuisines, lively food cultures, and culinary traditions, provides several chances for food-focused travel experiences that are appealing to foreign travelers. As the world becomes more globalized and connected, people from all over the world are flocking to Asia-Pacific countries to enjoy their rich culinary traditions and flavors. Improved transportation networks, such as direct flights and increased connections, make it easier for international tourists to visit the region and sample its unique gastronomic options.

Based on the report market is divided into five major countries including China, Japan, India, Australia and South Korea. Among them India is predicted to grow at fastest rate in Asia-Pacific culinary tourism market.

India's culinary tradition is much diversified, with each region having its own unique flavors, ingredients, and cooking styles. From the rich and aromatic curries of North India to the spicy and delicious meals of South India, the country's culinary landscape is a gastronomic joy for visitors seeking authentic and diverse eating experiences. Indian cuisine is inextricably linked with the country's rich cultural traditions, history, and religious rituals. Travelers to India can immerse themselves in the local culture through food by attending traditional cooking workshops, visiting lively markets, and enjoying street food delicacies.

Culinary tourism in India provides a unique opportunity for visitors to connect with the country's past and traditions via its thriving food culture. In recent years, India has seen a considerable increase in food tourism, with travelers increasingly seeking out culinary experiences as an integral part of their travel plans. The growing popularity of food-related media, including cooking shows, food blogs, and social media platforms, has driven international travelers' interest in Indian cuisine, resulting in increased demand for culinary tourism experiences. India's street food culture is legendary, with a variety of delectable and reasonably priced dishes that reflect the country's gastronomic diversity. India's street food scene is a sensory feast, with everything from savory nibbles like chaat and samosas to sweet delights like jalebi and kulfi. Travelers travel to cities like Delhi, Mumbai, and Kolkata to explore the lively street markets and eat the enormous variety of street food on offer.

Key participants in the culinary tourism business are constantly inventing and diversifying their services to meet the changing demands of guests. They are focusing on developing immersive, authentic, and locally sourced food experiences that go beyond standard dining. This includes tailored culinary excursions, chef-led cooking lessons, farm-to-table experiences, and collaborations with local food artisans. Top businesses are also incorporating technology to improve the client experience, such as using apps for personalized tour recommendations and online platforms for simpler booking and review. Furthermore, there is a greater emphasis on sustainability and responsible tourism, with top enterprises promoting environmentally friendly practices and supporting local communities. These efforts attempt to provide unique, memorable gastronomic experiences while building a closer connection between tourists and the local culture.

Recent Developments

Considered in this report

• Historic year: 2018
• Base year: 2023
• Estimated year: 2024
• Forecast year: 2029

Aspects covered in this report

• Culinary Tourism market Outlook with its value and forecast along with its segments
• Various drivers and challenges
• On-going trends and developments
• Top profiled companies
• Strategic recommendation

By Activity Type

• Culinary Trials
• Cooking Classes
• Restaurants
• Food Festival
• Others

By Mode of Booking

• Online travel agents (OTA)
• Traditional agents
• Direct booking

By Tour

• Domestic
• International

The approach of the report:

This report consists of a combined approach of primary and secondary research. Initially, secondary research was used to get an understanding of the market and list the companies that are present in it. The secondary research consists of third-party sources such as press releases, annual reports of companies, and government-generated reports and databases. After gathering the data from secondary sources, primary research was conducted by conducting telephone interviews with the leading players about how the market is functioning and then conducting trade calls with dealers and distributors of the market. After this, the analyst started making primary calls to consumers by equally segmenting them in regional aspects, tier aspects, age group, and gender. Once the analyst had primary data, they started verifying the details obtained from secondary sources.

Intended audience

This report can be useful to industry consultants, manufacturers, suppliers, associations, and organizations related to the Culinary Tourism industry, government bodies, and other stakeholders to align their market-centric strategies. In addition to marketing and presentations, it will also increase competitive knowledge about the industry.


This product will be delivered within 2 business days.