South Korea ranks among Asia’s top

International

A new Agoda study highlights growing demand for culinary travel experiences across Asia, with South Korean travelers placing food at the center of their travel decisions

Agoda has identified South Korea as one of Asia’s leading foodie travel markets. According to the company’s 2026 Travel Outlook Report, South Korea ranks third among eight surveyed markets, with 34 percent of respondents naming food as a key motivation for travel.

The survey, conducted among travelers across Asia, reflects the growing importance of gastronomy as a central part of the travel experience. The regional average stands at 31 percent.

Travelers from Taiwan ranked first, with 47 percent citing food as a major travel driver, followed by Vietnam at 35 percent. South Korea was followed by Malaysia, Japan, Indonesia, Thailand and India.

Seasonal specialties fuel domestic travel demand

According to Agoda, South Korea’s strong culinary identity and regional seasonal specialties are increasingly driving domestic travel trends. Accommodation searches between January and March 2026 show rising interest in destinations associated with spring delicacies and local food festivals.

Changwon recorded a 34 percent year-on-year increase in accommodation searches. The city is known for styela clava, a seasonal seafood ingredient harvested mainly between March and May and widely consumed raw, steamed or in stews.

Searches for Seocheon increased by 30 percent. The destination is famous for its webfoot octopus, a spring specialty commonly prepared in hot pots and spicy dishes. The annual “Seocheon Camellia & Webfoot Octopus Festival” also contributed to visitor interest earlier this year.

Food festivals boost regional tourism

Gwangyang, known for dishes featuring local corbicula clams, saw accommodation searches rise by 28 percent. Meanwhile, travel interest in Jindo increased by 23 percent, supported by demand linked to the region’s spring crab season.

Agoda also highlighted strong interest in the “Jindo Crab Festival”, which took place from May 1 to May 3 and contributed to a sharp increase in domestic searches for the destination.

Another strong performer was Nonsan, South Korea’s largest strawberry-producing region. Searches for the city rose by 18 percent following the “Nonsan Strawberry Festival”, which attracted around 670,000 visitors and generated sales of approximately 150 tons of strawberries.

Culinary experiences becoming a key travel motivator

“Today’s travelers are increasingly eager to engage with the local food culture of the destinations they visit,” said Jay Lee, Regional Director North Asia at Agoda.

“From Changwon’s styela clava dishes to Nonsan’s strawberry-based desserts, South Korea offers a wide range of seasonal culinary experiences,” Lee added.

According to Agoda, the growing interest in gastronomy-driven travel reflects a broader trend across Asia, where local cuisine is increasingly shaping destination choices and travel planning.