Gastronomic Tourism in Asia: Growth, Sustainability & Key Strategies
The Philippines is set to host the United Nations Tourism World Gastronomy Forum this year, as Asian nations increasingly look to food as a key driver of tourism revenue amid a potential shift away from travel to West Asia.
Gastronomy has long been recognized as a significant element of global tourism, offering travelers a direct connection to local cultures, and traditions. With ongoing instability in West Asia, tourism patterns are beginning to shift towards East, Southeast, and South Asia, positioning gastronomic tourism as a potentially lucrative sector, according to industry analysts.
Travel and tourism analyst Gary Bowerman notes that the integration of gastronomy into national tourism strategies is not novel, but is evolving. “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. “Post-Covid travellers are eager to experiment with local flavours, and learn the backstories of ingredients and culinary preparations.” A survey of Chinese tourists revealed that approximately 54 percent prioritize food as the central theme of their trips, a preference echoed by travelers throughout the region.
A 2024 study by Global Gateway, funded by the European Union, highlighted the role of gastronomic tourism as a cultural ambassador and advocate for nations. The report emphasized that such initiatives can help preserve a country’s heritage and traditions, promoting cultural exchange and appreciation for diverse food traditions. It also noted that focusing on cultural authenticity and gastronomic diversity increases the value of local food systems and strengthens community resilience.
However, capitalizing on this trend requires addressing key questions, according to the Global Gateway study. These include transitioning towards sustainable food practices, developing collaboration strategies to minimize food waste, utilizing cultural values to promote sustainability, implementing sustainable policies, and identifying innovative solutions for reducing waste and promoting sustainability.
Several Southeast and East Asian nations have already begun actively integrating gastronomy into their tourism promotion efforts. Thailand, for example, considers food one of its eleven “Soft Powers” and supports its citizens in establishing Thai restaurants internationally. Indonesia has set a goal for its nationals to open 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 previously attempted a similar strategy with the Department of Tourism’s (DOT) “Eats More Fun in the Philippines” campaign, in partnership with Jollibee Eats. Then-tourism secretary Bernadette Romulo-Puyat stated that “Whenever you travel, you really do it for the food,” emphasizing the importance of cuisine alongside traditional attractions. While the campaign has since been suspended, it contributed to the growth of 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 is also leveraging its culinary offerings for diplomatic purposes. Hendra P Iskandar, minister-counsellor for economic affairs at the Indonesian Embassy in Kuala Lumpur, noted that Indonesian restaurants in Malaysia not only serve authentic dishes but also support broader economic collaboration initiatives, fostering a better understanding of Indonesian culture. The hospitality and foodservice sectors in Indonesia contributed around US$16.5 billion as of November 2024, with projections estimating a total value of US$128.76 billion by 2031.
As of March 23, 2026, it remains to be seen which Asian nations will emerge as leaders in gastronomic tourism, particularly given the ongoing situation in West Asia. However, with Indonesia, the Philippines, and Thailand already offering a diverse range of culinary experiences, their regional neighbors face increasing pressure to develop their own gastronomic tourism strategies.