Capitalizing on the Asian Culinary Travel Boom: A Strategic Investment Outlook

The Asian culinary travel market is surging, driven by a confluence of factors including the global appetite for authentic food experiences, the rise of digital platforms, and post-pandemic shifts toward sustainable and immersive travel. With the Asia-Pacific region commanding a 43% share of the global culinary tourism market in 2024, valued at $1,116.7 billion, and projected to reach $1,796.5 billion by 2030, investors are increasingly turning their attention to emerging foodie destinations in the region. This analysis explores strategic opportunities in three standout markets-Bali, Busan, and Ho Chi Minh City-where targeted investments in hospitality and culinary tourism are yielding tangible returns.

Bali: A Culinary Ecosystem in Motion

Bali's culinary tourism sector has become a cornerstone of Indonesia's economic growth, with the island's F&B and hospitality industries contributing to a 5.52% year-on-year provincial economic expansion in Q1 2025 according to data. The Indonesian government's "super-priority destinations" program, which includes Bali, has incentivized foreign investment through tax breaks and streamlined regulatory frameworks. By 2025, six new hotel projects had already broken ground, reflecting strong investor confidence despite global economic headwinds.

A pivotal development is the Bali Interfood 2025 exhibition, which showcased cutting-edge food processing technologies and sustainable practices while facilitating business matchmaking between investors and local operators. This event underscored Bali's potential as a hub for eco-luxury lodges and wellness-focused dining concepts, which cater to high-net-worth travelers seeking unique, locally sourced experiences. Additionally, integrated developments like Secana Beachtown in Canggu, which combines resort accommodations with F&B and wellness services, have achieved 70% occupancy rates, demonstrating the viability of diversified revenue models.

Busan: Culinary Heritage Meets Global Recognition

South Korea's Busan has emerged as a gastronomic powerhouse, leveraging its rich culinary traditions to attract international visitors. The 2025 "Taste of Busan" guidebook, available in four languages, highlights 150 top restaurants and 13 signature dishes, including Dongnae Pajeon (green onion pancake) and grilled hagfish. This initiative, complemented by multilingual QR code menus at 50 restaurants, has enhanced accessibility for global travelers.

Busan's culinary ascent is further bolstered by the Michelin Guide Busan, which debut in 2024 and listed 48 restaurants by 2025, including three One MICHELIN Star establishments. These accolades align with South Korea's broader economic strategy, where food tourism is positioned as a driver of cultural exchange and economic growth. Strategic partnerships, such as Busan's collaboration with Agoda, have amplified the city's visibility.

Ho Chi Minh City: A Culinary Tourism Hub in the Making

Ho Chi Minh City has aggressively positioned itself as a culinary tourism destination, launching 20 new food-themed travel programs in 2025 to showcase its street food, garden cuisine, and seafood culture. These initiatives, including multi-day experiences like "Flavours of the Sea" and "Returning to Hometown Flavours," aim to attract 10 million international visitors and generate $11 billion in tourism revenue by year-end.

The city's 2025 Green Food Festival, focused on vegetarian cuisine and sustainability, has further reinforced its appeal to eco-conscious travelers. By integrating culinary experiences with cultural preservation, Ho Chi Minh City has been recognized as Asia's Best Culinary Destination 2025. The hospitality sector is also expanding rapidly, with over 25,000 hotel rooms in operation in 2025 and nearly 49,800 under construction, reflecting a projected Vietnam hospitality market growth from $22.44 billion in 2025 to $31.84 billion by 2030 at a 7.25% CAGR according to Mordor Intelligence.

ROI and Strategic Considerations

Investors in these markets are witnessing measurable returns. In Ho Chi Minh City, hotel occupancy rates reached 65.7% in August 2025, with an average daily rate (ADR) of $121 and revenue per available room (RevPAR) of $79 according to Aspecture Global. Bali's culinary sector, meanwhile, generated Rp6.8 trillion in revenue in 2025, driven by 245,000 local food businesses and events like Bali Interfood 2025, which created 5,000 hotel room nights.

For Busan, while specific ROI metrics remain less transparent, the city's post-pandemic recovery-international tourist arrivals reaching 94% of pre-pandemic levels by 2024-signals strong underlying demand. Strategic investments in culinary infrastructure, such as chef training programs and food festivals, are critical to capitalizing on this momentum.

Conclusion

The Asian culinary travel boom presents a golden opportunity for investors to tap into markets where food is not just a commodity but a cultural and economic catalyst. Bali, Busan, and Ho Chi Minh City exemplify how strategic initiatives-ranging from government incentives to innovative hospitality models-can transform culinary tourism into a high-growth sector. As the Asia-Pacific region continues to dominate global culinary tourism, early movers in these destinations stand to reap substantial rewards.