Food Drives Asian Travel, Japan Tops Foodie Destinations
Food is driving travel decisions in Asia, with Japan leading as the top foodie destination. Meanwhile, Singapore is boosting its tourism sector through innovation and support measures.
In a recent survey, nearly half of respondents from South Korea, Taiwan, Thailand, Japan, and Malaysia cited food as their primary reason for travel. Japan topped the list of foodie destinations, followed by Thailand, Vietnam, Indonesia, and Malaysia. Japanese travellers, in particular, are seeking culinary adventures in Thailand, South Korea, Vietnam, Hong Kong, and Taiwan.
Food is not just a travel experience; it's growing rapidly. Culinary activities rank among the top five most-searched experiences in Asia. To capitalise on this trend, Frasers Hospitality and Singapore Institute of Technology have launched an innovation think tank. This partnership aims to drive applied research, define key hospitality standards, and publish findings to guide the sector's evolution. It will also focus on talent development through training programs for students and employees.
However, the tourism industry faces challenges. Cyberattacks on airlines have stolen millions of passenger records, disrupting operations. Airlines are prime targets due to holding vast amounts of critical personal information and relying on outdated IT systems. Singapore, in response, is rolling out support measures for its hotel industry, focusing on technology adoption, sustainability, and workforce development.
The think tank's work will help Singapore strengthen its tourism hub status, while support measures ensure the hotel industry stays competitive. Meanwhile, food continues to be a major driver for travel in Asia, with Japan leading the way as the top foodie destination.
