Agoda: Malaysians rank among Asia’s top foodie travelers

International

Survey shows culinary experiences increasingly shape travel decisions in Asia

Malaysian travelers rank among the most food-motivated tourists in Asia, according to a new study by digital travel platform Agoda. Data from the company’s 2026 Travel Outlook Report shows that Malaysia places fourth among the region’s top foodie travel markets, with one in three Malaysians citing culinary discovery as a key reason for traveling.

The survey highlights the growing importance of gastronomy in travel planning across Asia. More travelers are choosing destinations based on food experiences and local culinary culture. According to Agoda, culinary exploration has now become one of the top three travel motivations for Asian travelers, climbing from sixth place in the previous year.

Taiwan leads the ranking

Travelers from Taiwan top the list of Asia’s most food-focused tourists. In the survey, 47 percent of respondents from Taiwan said culinary experiences are one of their main motivations for travel.

Vietnamese travelers rank second, with 35 percent highlighting food as a major factor in their travel decisions. South Korea follows closely in third place with 34 percent.

Malaysia and Japan occupy fourth and fifth positions, with 33 percent and 32 percent respectively prioritizing food when planning their trips.

Strong interest in global cuisine

The ranking is completed by travelers from Indonesia, Thailand and India. In Indonesia, 31 percent of respondents said food plays a central role in their travel plans, while the share stands at 20 percent in Thailand and eight percent in India.

According to Agoda, the findings reflect a broader trend toward immersive travel experiences that allow visitors to explore local food cultures.

Culinary exploration shapes travel behavior

“For many Malaysians, travel and food naturally go hand in hand,” said Fabian Teja, Country Director for Malaysia and Brunei at Agoda.

“Whether it’s seeking out authentic street food, discovering regional specialties or planning trips around trending dining spots, culinary exploration plays a big role in how Malaysians experience the world.”

He noted that Malaysia’s own diverse food culture contributes to the strong interest in gastronomy-focused travel. Regional specialties across the country range from Penang’s char kway teow and Johor’s laksa Johor to nasi lemak in the Klang Valley and Ipoh’s well-known bean sprout chicken and white coffee.

Agoda currently offers access to more than 300,000 travel activities, over six million accommodation options and more than 130,000 flight routes worldwide, allowing travelers to combine flights, stays and experiences in a single booking.