South Korea Joins Taiwan, Vietnam, Thailand and Many More as Culinary Tourism Drives Asian Travel: Agoda 2026 Report Reveals Food-Focused Trips, Boosting Hospitality and Tourism Growth in Asia

Written By: Gishan Das

Gishan Das

Gishan Das is a dedicated graduate with academic backgrounds in History and Political Science and practical experience in journalism and digital content creation. He completed his History Honours from Serampore College under the University of Calcutta and Political Science Honours from Indira Gandhi National Open University in 2025. His academic credentials are supported by professional certifications including a B2 level Certification in French language, NISM Financial Education certification in collaboration with the Aditya Birla Group alongside Gishan has strong expertise in journalism, news research and SEO-based content writing. He has demonstrated skills in news analysis, fact-checking, headline creation, digital storytelling and search-optimized reporting, which are also reflected in the journalism and media skills

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May 17, 2026 01:40 GMT+5:30

More travelers are traveling specifically to satisfy their palate needs. In fact, many Asian travelers look for travel destinations that can provide them with delicious and fresh seasonal meals. Taking note of this increasing phenomenon, online travel booking service Agoda has shared some findings from their survey report on which Asian markets consider gastronomy as one of the main factors in traveling.

Based on Agoda’s Travel Outlook Report 2026, South Korea is ranked third among the eight leading Asian markets, with 34 percent of respondents stating that food is one of the top reasons they travel, exceeding the average percentage among other Asian nations by 31 percent. The highest percentages belong to Taiwan (47 percent), Vietnam (35 percent), South Korea (34 percent), Malaysia (33 percent), Japan (32 percent), Indonesia (31 percent), Thailand (20 percent), and India (8 percent).

Seasonal Ingredients Fuel Regional Travel Demand

South Korea is renowned for its variety of seasonal ingredients, each tied to specific regions and harvest periods. This has created strong interest among travelers to explore local delicacies during their peak availability, particularly in the spring. Travelers of all ages are now seeking authentic food experiences, linking regional gastronomy with tourism decisions.

Agoda’s accommodation search data from January to March 2026 shows notable increases in searches for cities famous for their signature seasonal foods, highlighting the connection between culinary offerings and domestic travel demand.

Changwon: Styela Clava Drives Visitor Interest

Changwon recorded a 34% year-on-year increase in Agoda searches during the first quarter of 2026. The city is celebrated for its styela clava, a seasonal delicacy harvested between March and May that accounts for about 70% of domestic production. Often enjoyed raw, steamed, or in stews, this specialty attracts food-focused travelers, driving hotel bookings, local dining revenue, and overall hospitality sector growth.

Seocheon: Webfoot Octopus and Culinary Festivals

Seocheon, renowned for its webfoot octopus, saw a 30% rise in search volume. This ingredient is prized for its tender texture and is a staple in hot pots and stir-fried dishes. The city hosted the “Seocheon Camellia & Webfoot Octopus Festival” from March 21 to April 5, featuring culinary markets, octopus fishing for children, and other interactive programs. Events like these stimulate tourism revenue, hotel occupancy, and local spending, while enhancing reputation as a destination for gastronomic travel of South Korea.

Gwangyang and Jindo: Corbicula and Spring Crab

Gwangyang, known for corbicula, a local clam often prepared as sashimi or in soups, saw a 28% increase in travel interest. Jindo, famous for spring crab, experienced a 23% rise, fueled by anticipation for the “Jindo Crab Festival” from May 1 to May 3, with domestic searches increasing by 357%. These seasonal ingredients and festivals encourage travelers to plan longer stays, boosting hotel bookings and restaurant revenue, while contributing to regional tourism and hospitality growth.

Nonsan: Strawberry Tourism and Agritourism Impact

Nonsan, South Korea’s largest strawberry-producing region, saw an 18% increase in searches on Agoda. The “Nonsan Strawberry Festival”, held from March 26 to 29, attracted roughly 670,000 visitors and sold 150 tons of strawberries, according to city government reports. This demonstrates how agricultural products and festivals can generate measurable tourism revenue, promote regional hospitality, and support the local economy.

Agoda Insights on Culinary Travel Trends

Jay Lee, Regional Director, North Asia at Agoda, emphasized that travelers increasingly seek local food culture experiences when choosing destinations. From Changwon’s styela clava dishes to Nonsan’s strawberry desserts, South Korea offers a wide range of seasonal culinary experiences. Agoda supports travelers by providing access to flights, accommodations, and activity bookings, helping them combine culinary tourism with broader travel itineraries, increasing visitor spending, and benefiting hotels, restaurants, and local tourism enterprises.

Culinary Tourism Drives South Korea’s Hospitality Sector

Culinary tourism now plays a central role in South Korea’s travel ecosystem, directly influencing hotel bookings, restaurant revenues, and seasonal travel flows. Cities with notable seasonal foods see spikes in domestic travel interest, highlighting the synergy between gastronomy and the hospitality sector.

As food-focused travel continues to rise, it promotes longer stays, repeat visitation, and higher per-guest spending, driving sustainable growth across South Korea’s tourism and hospitality industry. Culinary events, seasonal festivals and regional specialties collectively enhance destination branding and economic impact, positioning the country as a top food tourism market in Asia.

Food as a Catalyst for Travel and Hospitality Growth

The emphasis by South Koreans on their cuisine during specific seasons through sites such as Agoda clearly indicates how the travel industry has come to realize the significance of culinary tourism. Not only does the cuisine attract tourists but it has also helped boost the hospitality sector. There is no doubt that culinary tourism is an important aspect when it comes to setting the trend of tourism in South Korea. The benefits of culinary tourism extend to all sectors from tourism development to economic development.

Image Source: Agoda