Following the Flavor: Agoda Spotlights Asian Destinations Worth Tasting

Agoda has spotlighted six culinary destinations across Asia where local food experiences can inspire deeper travel exploration. The initiative coincides with World Food Day and is based on insights from Agoda's 2026 Travel Outlook Report, which shows strong interest in food-led travel among travelers from Taiwan, Vietnam, and South Korea.

Chiayi, Taiwan
Signature Dish: Turkey Rice
- Known for its simple yet popular combination of tender turkey, rice, and savory gravy.
- Visitors can also explore Wenhua Road Night Market.
- The city hosts the International Band Festival later in the year.

Dong Van, Vietnam
Signature Foods: Buckwheat-based specialties
- Local buckwheat is used in pancakes, noodles, and cakes.
- The Buckwheat Flower Festival attracts visitors interested in regional cuisine and culture.
- Markets offer authentic local dining experiences.

Andong, South Korea
Signature Dishes:
- Jjimdak (braised chicken with vegetables and glass noodles)
- Andong Sikhye (traditional rice drink)
- The city's traditional food culture complements its historic attractions.

Shodoshima, Japan
Signature Foods:
- Hand-stretched somen noodles
- Soy sauce specialties
- Olive-based products
- Visitors can tour noodle-making facilities during the winter production season.

Chiang Rai, Thailand
Signature Dishes:
- Nam Ngiao (spicy northern Thai noodle soup)
- Sai Oua (northern Thai sausage)
- Travelers can also experience local traditions during the Loi Krathong celebrations.

Iloilo City, Philippines
Signature Dish: Batchoy
- Famous for its rich noodle soup.
- Local markets and eateries showcase the city's culinary heritage.
- The annual Dinagyang Festival adds cultural and entertainment attractions.

Industry Perspective
Andrew Smith, Senior Vice President, Supply, Agoda
- Said food often inspires travel decisions before travelers know much about a destination.
- Noted that a restaurant recommendation or social media food discovery can encourage travelers to venture beyond traditional tourist hubs.

Key Takeaways
- Theme: Food as a travel motivator.
- Featured Destinations: Chiayi, Dong Van, Andong, Shodoshima, Chiang Rai, and Iloilo City.
- Focus: Authentic local cuisine, cultural experiences, and encouraging travelers to explore beyond major gateway cities.
- Trend: Growing interest in food-driven travel across Asia.