A potential reshaping of global tourism, driven by shifts away from instability in West Asia, is placing a novel spotlight on the culinary attractions of East, Southeast, and South Asia. As travelers increasingly seek authentic experiences, gastronomy is emerging as a key driver of economic growth for the region, with the Philippines poised to host the UN Tourism World Gastronomy Forum this year.
The growing importance of food in travel isn’t a new phenomenon, but its influence is accelerating. Post-pandemic travelers are prioritizing immersive cultural experiences, and for many, that begins with exploring local flavors. This trend presents a significant opportunity for Asian nations to capitalize on their rich culinary traditions and attract a new wave of tourists.
Travel and tourism analyst Gary Bowerman notes that the integration of gastronomy into national tourism strategies is evolving, fueled by social media and culinary recognition. “Across Asia, fast-moving trends in food tourism are driven by social media videos and an expanding array of culinary awards, ratings and reviews,” Bowerman wrote in July 2024. A recent survey indicated that approximately 54 percent of Chinese tourists prioritize food when planning trips, a sentiment echoed throughout the region.
Gastronomic tourism isn’t simply about satisfying appetites; it’s also a powerful tool for cultural preservation and sustainable development. A 2024 study funded by the European Union’s Global Gateway initiative highlighted how culinary tourism can safeguard a country’s heritage and traditions. The report stated that “Culinary tourism promotes cultural exchange and appreciation for diverse food traditions, encouraging local communities to preserve their culinary heritage and traditional food preparation methods.”
Sustainable Practices and the Future of Food Tourism
For gastronomic tourism to thrive, tourism boards and their partners must address key sustainability challenges. The Global Gateway study identified five critical questions: how to transition to sustainable food practices, how to minimize food waste, how to utilize cultural values for sustainability, what framework is needed for sustainable policies, and which innovative solutions can reduce waste and promote sustainability. Preserving cultural heritage is inextricably linked to responsible environmental practices.
Several Asian nations are already actively integrating gastronomy into their tourism marketing efforts. Thailand leverages food as one of its “Soft Powers,” supporting citizens who establish Thai restaurants abroad. Indonesia has set a goal of opening 4,000 restaurants globally under its “Indonesia Spice up the World” branding. South Korea recently launched its “Taste Your Korea” gastronomic tourism brand.
The Philippines provides a compelling example of a successful campaign. The Department of Tourism’s (DOT) “Eats More Fun in the Philippines,” a collaboration with Jollibee, encouraged both local and international tourists to explore the country’s diverse culinary offerings. Former Tourism Secretary Bernadette Romulo-Puyat emphasized the campaign’s focus, stating, “Whenever you travel, you really do it for the food. Eats More Fun in the Philippines is actually the biggest campaign of the DOT, because we aren’t just promoting the sun and beach but also the cuisine.” While the campaign has been suspended by subsequent administrations, it demonstrably boosted the Philippine gastronomic tourism market, which is currently valued at approximately US$5.4 billion and is projected to reach US$21 billion by 2032.
Indonesia’s Culinary Diplomacy
Indonesia is also actively promoting its cuisine as a form of “culinary diplomacy.” Officials recently highlighted the role of Indonesian restaurants in Malaysia, noting that they not only serve authentic dishes but also foster broader economic collaboration. Hendra P Iskandar, minister-counsellor for economic affairs at the Indonesian Embassy in Kuala Lumpur, remarked, “Through culinary experiences, Malaysians are able to better understand Indonesia’s cultural identity while opening opportunities to promote tourism and the creative economy.” The Indonesian hospitality and foodservice sectors contributed approximately US$16.5 billion as of November 2024, with projections reaching US$128.76 billion by 2031, according to Ken Research and Mordor Intelligence.
While it remains to be seen which Asian nations will lead the way in gastronomic tourism, particularly given ongoing global events, Indonesia, the Philippines, and Thailand are already well-positioned to capitalize on the growing demand for culinary experiences. Their regional neighbors will require to prioritize the development of their own unique gastronomic offerings to remain competitive.
The UN Tourism’s support for data-focused capacity building in the Asia and Pacific region, as highlighted by UN Tourism, will be crucial in tracking the growth and impact of gastronomic tourism. As the industry evolves, continued collaboration and a commitment to sustainability will be essential for maximizing its potential.
What innovative approaches will Asian nations grab to promote their culinary heritage? Share your thoughts in the comments below.
