#Japan #Tokyo #Food Tourism #Agoda #Japanese Travel

The Rise of Culinary Travel Among Japanese Tourists

Agoda, a prominent digital travel platform, recently released the results of their 2026 Travel Outlook Report, focusing on Asian travelers. The survey highlighted that a notable 32% of Japanese travelers consider food as a significant purpose of their journeys. This percentage indicates a relatively high trend among Asian nations, suggesting a burgeoning passion for food-centric travel experiences.

Changing Motivations for Travel

In recent years, the role of food in travel has taken center stage, with many seeking unforgettable culinary experiences as a primary reason for their trips. According to Agoda's study, food experiences now rank among the top three motivating factors for travelers across Asia, climbing significantly from its previous position at sixth place last year. This shift implies that gastronomic culture is becoming an increasingly vital consideration in destination selection.

Focusing on Japan, the trend is clear: domestic travels are driving individuals to visit regional locales in search of local cuisine and seasonal ingredients. Experiencing unique flavors and food culture of different regions has become a pivotal reason for choosing travel destinations. Travelers are now structuring their itineraries around the question, “What will I eat?” rather than merely focusing on sight-seeing, leading to a more immersive travel experience.

Culinary Experiences Transforming Journeys

The survey results reveal that culinary experiences substantially influence overall travel satisfaction. Travelers are now looking to engage with local dining experiences, such as exploring local restaurants or trying out trending dining spots when traveling abroad. The tendency to prioritize local flavors and culinary adventures further emphasizes that food is not just a matter of taste; it is a compelling aspect of travel satisfaction.

When analyzing data across Asia, countries such as Taiwan, Vietnam, and South Korea lead the way, with 47%, 35%, and 34% of their travelers emphasizing food as a primary travel motivation. Japan follows closely with 32%, joined by Malaysia at 33%. The trends continue with Indonesia (31%), Thailand (20%), and India (8%), indicating a growing interest in foodie travel across the region.

Insights from Agoda's Senior Country Director

Masaru Ikai, Senior Country Director for Agoda International Japan, commented on the results, emphasizing the increasing importance of food as a travel motivation for Japanese travelers. As the focus shifts towards local culinary experiences, engaging with the unique flavors of each destination has become a significant contributor to travel satisfaction. In this evolving landscape, Agoda is committed to facilitating rich travel experiences centered around food through its diverse offerings of accommodation and activities across Asia and beyond.

Planning Your Next Culinary Adventure

For travelers seeking their next “foodie adventure,” Agoda boasts an impressive assortment of over 300,000 activities, more than 6 million accommodation options, and more than 130,000 flight routes, allowing travelers to mix and match with a single booking. With the Agoda mobile app, users can explore the latest deals and start planning their next culinary journey today.

Research Methodology

The data for this survey was collected from 3,353 respondents across nine Asian markets, including India, Indonesia, Japan, Malaysia, the Philippines, South Korea, Taiwan, Thailand, and Vietnam, in October 2025.

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Agoda® offers more than 6 million hotels and vacation rentals globally, along with flights and activities at competitive prices. The Agoda website and mobile app are available in 39 languages, supplemented by 24/7 customer support. As a subsidiary of Booking Holdings (Nasdaq: BKNG), Agoda operates in 26 locations worldwide, dedicated to developing and providing efficient travel booking services using industry-leading technology.