Asian travellers are increasingly driven by culinary experiences, according to Agoda's 2026 Travel Outlook Report. The report reveals that South Korea ranks third among eight Asian markets, with 34% of respondents citing food as a primary reason for travel. This surpasses the regional average of 31%, highlighting the nation's rich culinary appeal.

Taiwan leads the list, with 47% of its travellers prioritising gastronomy, followed by Vietnam at 35%. South Korea's diverse seasonal ingredients, tied to specific regions and harvest periods, have spurred a trend of exploring springtime delicacies. Notably, Changwon saw a 34% year-on-year increase in accommodation searches, driven by its renowned styela clava, a spring staple.

Seocheon, famous for its webfoot octopus, experienced a 30% rise in search volume. The city recently hosted the Seocheon Camellia & Webfoot Octopus Festival, featuring culinary markets and children's fishing activities. Gwangyang, known for corbicula, saw a 28% increase, whilst Jindo's spring crab contributed to a 23% rise in travel interest, with the Jindo Crab Festival further boosting demand.

Nonsan, the largest strawberry-producing region in South Korea, recorded an 18% increase in searches, with its Strawberry Festival attracting 670,000 visitors and generating sales of 150 tonnes of strawberries. Jay Lee, Regional Director North Asia at Agoda, noted, "Today's travellers are increasingly eager to engage with the local food culture of the destinations they visit."

Agoda offers over 300,000 activities, more than 6 million holiday properties, and over 130,000 flight routes, allowing travellers to plan their next culinary adventure seamlessly

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