Insight of the Day: Where to travel for good food in 2025, according to Bangkok chefs

Overview

The article highlights the top food destinations for 2025, as recommended by Bangkok-based chefs. These destinations reflect a mix of traditional culinary hubs and emerging food scenes, showcasing the global diversity of flavors and dining experiences. The chefs emphasize the cultural significance of food and its role in travel, offering insights into where to find the best street food, fine dining, and unique culinary traditions.

Detailed Findings

Vietnam: Praised for its vibrant street food and emerging fine dining scene, Vietnam offers a blend of light, fresh, and punchy flavors. Saigon, in particular, is noted for its young, homegrown chefs and contemporary concepts.
Valencia, Spain: Known as the birthplace of paella, Valencia combines traditional dishes like All i Pebre and Esgarraet with modern Michelin-starred dining. The city’s Mercado Central is a must-visit for fresh produce and local specialties.
Georgia (Tbilisi): Celebrated for its vibrant food culture, Tbilisi offers a mix of traditional Georgian dishes and a lively dining atmosphere.
India: A sensory overload of spices, colors, and flavors, India’s diverse culinary landscape, particularly in Bombay, is a must-experience for adventurous food lovers.
Mexico: Beyond tacos, Mexico’s food scene is rich with cultural depth. Oaxaca, Puebla, and Mexico City are highlighted for their authentic street food and innovative fine dining.
Malaysia: A melting pot of Indian, Chinese, Muslim, and Malay influences, Malaysia’s food scene is eclectic and diverse.
Singapore: Known for its hawker centers and multicultural cuisine, Singapore offers something for everyone, alongside a booming natural wine scene.
Italy: A timeless destination for food lovers, Italy’s regional diversity and deep-rooted culinary traditions make it a perennial favorite.
Japan: With its low yen and seasonal produce, Japan remains a top destination for its historical food culture and perfectionist chefs.
New York City: A global food hub, NYC’s multicultural neighborhoods offer a culinary journey around the world in one city.

Key Takeaway

Food is a central motivator for travel in 2025, with destinations offering a mix of traditional and innovative culinary experiences. Chefs recommend exploring both emerging food scenes and established culinary hubs to fully appreciate the diversity of global cuisine.

Main Trend

Trend Name: Culinary TourismDescription: Travelers are increasingly prioritizing food experiences, seeking destinations that offer authentic, diverse, and innovative culinary traditions.

Consumer Motivation

Primary Motivation: To explore new flavors, cultures, and dining experiences.
Secondary Motivation: To share unique food experiences on social media, fueling the #foodporn trend.

Driving the Trend

Cultural Exploration: Food is seen as a gateway to understanding a destination’s culture and history.
Social Media Influence: Platforms like Instagram and TikTok amplify food trends and inspire travel.
Post-Pandemic Wanderlust: A renewed desire for travel and immersive experiences after years of restrictions.

Motivation Beyond the Trend

Deeper Motivation: A desire for connection, authenticity, and storytelling through food.

Description of Consumers

Age: Primarily Millennials (27-42) and Gen Z (18-26).
Gender: Balanced, with a slight skew toward female travelers.
Income: Middle to upper-middle class, with disposable income for dining and travel.
Lifestyle: Urban, tech-savvy, and interested in wellness, sustainability, and cultural exploration.

Conclusions

Culinary tourism is a major driver of travel in 2025, with destinations offering a mix of traditional and innovative food experiences. Travelers are seeking authenticity, diversity, and cultural immersion through food.

Implications

For Brands: Highlight unique culinary experiences and collaborate with local chefs to attract food-focused travelers.
For Society: Promote sustainable and ethical food practices to preserve culinary traditions.
For Consumers: Explore beyond mainstream destinations to discover hidden culinary gems.
For the Future: Expect continued growth in food-focused travel, with an emphasis on authenticity and sustainability.

Consumer Trend

Name: Foodie TravelDescription: Travelers prioritize destinations based on their culinary offerings, seeking authentic and diverse food experiences.

Consumer Sub-Trend

Name: Street Food CrawlsDescription: A growing interest in exploring local street food scenes as a way to experience a destination’s culture.

Big Social Trend

Name: Culinary StorytellingDescription: The rise of food as a narrative tool, with travelers sharing their culinary journeys on social media.

Worldwide Social Trend

Name: Global Food ExplorationDescription: The increasing desire to explore and celebrate diverse culinary traditions from around the world.

Social Drive

Name: Digital Food CultureDescription: The influence of social media in shaping food trends and inspiring travel based on culinary content.

Learnings for Brands in 2025

Authenticity and storytelling are key to attracting food-focused travelers.
Collaborations with local chefs and food influencers can enhance brand credibility.
Highlighting sustainability and ethical practices can resonate with conscious consumers.

Strategy Recommendations for Brands in 2025

Curate Unique Experiences: Offer food tours, cooking classes, and chef-led dining events.
Leverage Social Media: Partner with influencers to showcase culinary destinations and experiences.
Emphasize Sustainability: Promote eco-friendly practices and support local food producers.
Create Hybrid Offerings: Combine digital content (e.g., virtual cooking classes) with real-world experiences.
Target Niche Audiences: Focus on specific food trends (e.g., street food, fine dining) to attract passionate travelers.

Final Sentence

The Culinary Tourism trend is reshaping travel in 2025, with food becoming a central motivator for exploration, and brands must embrace authenticity, sustainability, and storytelling to thrive in this evolving landscape.

Final Note

Core Trend: Culinary Tourism – The prioritization of food experiences in travel, driven by a desire for authenticity and cultural immersion.
Core Strategy: Authentic Storytelling – Brands must highlight unique culinary traditions and collaborate with local experts to engage travelers.
Core Industry Trend: Foodie Travel – The rise of food-focused travel experiences, from street food crawls to fine dining.
Core Consumer Motivation: Cultural Exploration – Travelers seek to connect with diverse cultures through food.

Final Conclusion

Food is no longer just a part of travel—it is the reason for travel. In 2025, culinary tourism will continue to grow, with travelers seeking authentic, diverse, and sustainable food experiences. Brands that prioritize storytelling, collaboration, and sustainability will succeed in capturing the hearts (and stomachs) of food-focused travelers. The future of travel lies in the intersection of food, culture, and connection.