Something has shifted in the way Americans plan their vacations. Checking off landmarks and lying on a beach still have their appeal, of course, but a growing number of travelers are now booking their flights around dinner reservations rather than the other way around. Food has quietly become the main event. Hilton’s 2025 travel trends report found that, after accommodations, dining experiences are the next highest travel budget priority – and roughly half of global travelers now book restaurant reservations before they even book their flights. This is not a niche behavior anymore. It is a full-blown movement, and the numbers back it up.
For the second year in a row, the influence of a destination’s culinary scene has grown in importance when Americans choose where to travel. While authentic local cuisine remains the most sought-after experience among food travelers, interest in high-end options like award-winning restaurants and food and wine festivals is climbing fast. The appetite, quite literally, is growing.
The Scale of the Culinary Travel Boom
The U.S. culinary tourism market was estimated at nearly $2.7 billion in 2024 and is projected to grow at a compound annual growth rate of 19.2% from 2025 to 2030. That kind of growth does not happen unless something fundamental is changing in traveler behavior. According to the 2023 Global Travel Trends Report by American Express Travel, 81% of travelers consider food exploration a highlight of their trips, and 37% plan travel specifically around dining experiences.
More than half of Americans – 57% – say they are most excited about what they will eat on their upcoming trip. That is a striking stat when you think about it. Not the destination’s history, not its beaches, not its architecture – the food. Additionally, 72% of American travelers have indicated a desire to visit international destinations specifically to indulge in diverse culinary offerings, and around 37% have intentionally planned an entire trip around a visit to a particular restaurant. The era of the food-first traveler is firmly here.
Italy: The Eternal Crowd-Pleaser
Italy has long sat at the top of the culinary travel wishlist for Americans, and that shows no sign of changing. Iconic Sicilian dishes have helped crown the Italian island the European Region of Gastronomy for 2025, lauded for its sustainable approach to agriculture and commitment to protecting traditional foods, with a host of gastronomic events taking place throughout the year. From pasta-making classes in Bologna to truffle hunting in Umbria, Italy offers something at every price point and every level of culinary ambition.
The European culinary tourism market was valued at $4.56 billion in 2024 and is expected to reach around $28.49 billion by 2034. Italy remains a cornerstone of that demand. Tours to Italy are consistently among the most popular culinary vacation options, with favorites including Mediterranean cooking experiences on the Amalfi Coast and food and wine tasting tours in Puglia. The demand is so strong that popular spots like the Amalfi Coast frequently sell out well in advance, making early planning essential.
Japan: A Culinary Pilgrimage Like No Other
Japan has emerged as the most searched destination for food and drink activities in the first half of 2025. The country’s rich culinary heritage – from sushi and ramen to regional specialties like tempura and yakitori – makes it a top choice for food enthusiasts worldwide. Tokyo and Osaka regularly dominate global foodie rankings, and the Michelin Guide has recognized Japan more heavily than almost any other nation. Tokyo and Osaka are currently the world’s top two trending destinations for summer travel, with the two largest increases in tourism demand relative to 2024 levels.
Osaka is known as the “Kitchen of Japan,” and it earns that title with a unique blend of traditional and modern cuisine, from vibrant street food culture to Michelin-starred restaurants. Americans visiting Japan are increasingly going not just to see the temples and cherry blossoms, but to eat their way through the country’s deeply regional food traditions. Japan offers a harmonious blend of time-honored culinary traditions and cutting-edge innovations, from fresh sushi at traditional sushi-ya establishments to futuristic dishes in high-tech food cafes.
Vietnam: The Rising Star for Food Travelers
Vietnam has had a spectacular run in the global travel rankings, and its food scene is a major reason why. Europe holds half of the top 10 spots on Tripadvisor’s global food destinations list, with Italy, Greece, Spain, and Portugal all popular – but it is Hanoi, Vietnam, that claimed the number one spot in the world for foodies, climbing two places to take the top ranking. That is not a fluke. Vietnam’s street food culture is genuinely world-class, layered with regional variation and centuries of culinary history.
Vietnam is fast emerging as one of the world’s most sought-after travel destinations, with its tourism sector experiencing impressive growth. According to the United Nations World Tourism Organization, Vietnam saw a remarkable 38.64% increase in international arrivals in 2024, drawn by its rich cultural heritage, natural wonders, and vibrant culinary scene. For American food travelers especially, Vietnam offers extraordinary value – pho workshops in Hanoi, bánh mì trails through Saigon, and coastal seafood feasts in Hội An can be experienced at a fraction of the cost of comparable European destinations.
Mexico and Peru: Latin America’s Powerhouse Pair
Mexico has long been a favorite destination for American travelers, but its culinary credibility has reached a new peak. Mexico has long been a favorite destination for foodies, and the 2024 arrival of the Michelin Guide gave the country another major stamp of approval, with one of the first stars awarded to Taquería El Califa de León, a humble spot in Mexico City. The city’s food scene is a dizzying blend of street-food authenticity and fine dining ambition, and it is drawing American visitors in large numbers. A 2024 survey found that 55% of food travelers visit Mexico specifically for its cuisine.
Peru is increasingly being mentioned alongside the world’s great culinary nations, and rightly so. Lima might surprise first-timers on culinary destination lists, but it delivers extraordinary flavors crafted from the freshest Pacific Ocean and Andean ingredients, fusing Peruvian, Spanish, African, and Asian influences into some genuinely unique dishes. Gastronomy lovers can explore new culinary tours in Lima and coastal towns, showcasing the country’s rich food culture, while community-led lodges in the Amazon offer visitors a genuine and eco-conscious experience. Several Lima restaurants routinely appear on the World’s 50 Best Restaurants list, making Peru a serious destination for any ambitious food traveler.
Spain and Thailand: Two Classics That Keep Delivering
Spain is one of those destinations that has been beloved by food travelers for decades, yet somehow keeps finding ways to reinvent itself. As Catalonia takes on the title of World Region of Gastronomy in 2025, it is the perfect time to explore its food scene beyond Barcelona alone. From the pintxos bars of San Sebastián – home to more Michelin stars per square meter than almost anywhere on earth – to the paella workshops of Valencia and the avant-garde tasting menus of Catalan restaurants, the variety is remarkable. When it comes to Barcelona, paella and tapas are just the beginning, with the city boasting 30 Michelin-starred restaurants.
Thailand, meanwhile, continues to attract enormous numbers of food-focused visitors. Thailand ranks second on the global list of top destinations for culinary tourism. Known for its vibrant street food culture, the country offers an endless array of dishes, from spicy curries and pad Thai to sweet mango sticky rice, drawing travelers who want authentic, locally made experiences in bustling markets and street-side stalls. Bangkok alone welcomed 32.4 million international visitors in 2024, making it the most visited city in the world – and food is one of the biggest reasons people keep coming back. Thailand’s expansive culinary scene will once again be in the global spotlight with Bangkok and the islands of Koh Samui and Phuket featured in the new season of the popular series The White Lotus, giving the country yet another wave of traveler interest heading into 2025 and 2026.