Traveloka, a leading travel platform in Southeast Asia, has launched its "Super Sale 12.12" program, one of the year's biggest promotional events. Running until 12/12, the sale offers discounts on flights, accommodation, and entertainment services. The platform aims to make appealing culinary destinations across Asia more accessible and affordable for Vietnamese travelers.
Culinary tourism is a rapidly expanding global phenomenon, particularly in Asian destinations. A report by Research and Markets forecasts the global culinary tourism market will reach 4,21 trillion USD by 2033, with an annual growth rate of 14,46%. The Asia-Pacific region alone commands 43,1% of this market, underscoring the strong demand for exploring diverse food cultures. The World Food Travel Association (WFTA) further highlights this trend, noting that 81% of international travelers consider local cuisine an essential part of their journey, willing to allocate 25-35% of their budget to these experiences.
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Marina Bay Sands - one of Singapore's famous destinations. *Photo: Traveloka*
Traveloka's data confirms that culinary experiences significantly influence travel decisions in Southeast Asia. Vietnam is emerging as a top choice for food enthusiasts, alongside Thailand, Singapore, Hong Kong (China), and Japan. Increased searches for TP HCM, Hanoi, Da Nang, and Nha Trang demonstrate Vietnam's appeal, driven by unique culinary experiences that blend local flavors with rich culture.
Travelers are increasingly drawn to "destination-linked cuisine", where meals are enjoyed in unique settings like river cruises or rooftop restaurants. Popular choices include 4-5 star hotel buffets, Japanese dishes such as sushi and shabu-shabu, dinner cruises, and afternoon tea. Specific culinary interests for Vietnamese cuisine include Hue imperial dishes, street food, and authentic Vietnamese buffets. Meanwhile, Thai seafood buffets and Japanese Yakiniku Wagyu beef remain favored options.
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Mount Fuji - a famous attraction in Japan, a country with a distinctive culinary culture. *Photo: Traveloka*
"Enjoying cuisine has become an inseparable part of every journey," stated Baidi Li, Traveloka's Vice President of Commercial. These trends clearly indicate a growing demand for food-driven tourism. Through the "Super Sale 12.12", Traveloka aims to help travelers discover Vietnam's rich culinary heritage and explore Southeast Asia's most iconic destinations. The program, running until 12/12, is designed to empower travelers to easily embark on their domestic and international culinary explorations.
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Namsan Tower in Seoul, South Korea, known as the land of kimchi. *Photo: Traveloka*
Traveloka's data indicates that cuisine is a key driver in shaping travel decisions. The "Super Sale 12.12" program is set to empower Vietnamese travelers to explore Asia's iconic culinary destinations, each offering a unique flavor identity and cultural story.
The "Super Sale 12.12" features specific offers:
- **Daily Flash Sale (11h-13h and 20h-22h):** Coupons offering up to 50% off and fixed prices of 99.000 dong.
- **Peak Day "12.12 Flash Sale" (0h-2h, 11h-13h, and 20h-22h):** Coupons offering up to 99% off and fixed prices of 99.000 dong.
- **All-day coupons:** Diverse products, cross-sell services, partner coupons, and more.
- **Interactive Shuffleloka activity:** Receive e-vouchers worth 50.000 dong and cumulative coupons up to 1,2 million dong.
For more details on the Traveloka "Super Sale 12.12" program, travelers can visit the website to plan their cultural explorations and savor the culinary delights of Vietnam and Asia.
Dan Minh
