Digital travel platform Agoda has launched a campaign spotlighting lesser-known culinary destinations across Asia, aiming to guide travelers toward authentic regional food experiences. The initiative targets industry professionals looking to diversify itineraries beyond traditional food capitals.
Six Destinations, Six Distinct Food Cultures
In Thailand's Isan region, Udon Thani offers a vibrant street food scene rooted in agricultural traditions. Signature dishes include som tam (spicy papaya salad) and larb (spicy minced meat salad), reflecting the area's rural heritage. For agents and tour operators, this presents an opportunity to promote culinary tours in a region less frequented by international visitors.
Hué, Vietnam, the former imperial capital of the Nguyen Dynasty, is known for its refined royal cuisine. Dishes such as bánh bèo (steamed rice cakes) and bún bò Huế (spicy beef noodle soup) highlight the city's historical significance. The destination aligns with growing interest in Vietnam's culinary scene, as noted in Vietnam's Michelin Guide 2026.
Iloilo, Philippines, blends local and international influences. Traditional dishes like La Paz Batchoy (noodle soup with pork and liver) and pancit molo (dumpling soup) showcase the city's cultural diversity. The destination is accessible via Manila, with expanded connectivity through partnerships such as Qantas and Philippine Airlines.
Dandong, China, situated at the border with North Korea, offers a fusion of Chinese and Korean culinary traditions. Fresh ingredients and bold flavors define dishes ranging from savory dumplings to spicy stews. This destination appeals to adventurous travelers seeking cross-cultural food experiences.
Melaka, Malaysia, is renowned for its Nyonya cuisine, which combines Chinese ingredients with Malay spices. The city's diverse heritage is reflected in dishes that have evolved over centuries, making it a compelling stop for culinary-focused itineraries.
Luang Prabang, Laos, blends French colonial and traditional Laotian flavors. Signature dishes include laap (spicy minced meat salad) and tam mak hoong (tangy green papaya salad). The UNESCO World Heritage city offers a unique culinary journey for travelers seeking both history and gastronomy.
"Exploring these hidden gems through their food is like taking a delicious journey through history and culture," said Andrew Smith, Senior Vice President Supply at Agoda.
Agoda's platform supports travel professionals with access to over 6 million holiday properties, 130,000 flight routes, and 300,000 activities. The company's data on affordable air travel, such as cheapest Asian flight routes for wet season 2026, can help agents build cost-effective culinary packages.
The campaign aligns with broader industry trends toward experiential and food-focused travel. As airlines and hotels increasingly partner with culinary stars—like United Polaris's chef-curated dishes—destinations like these offer ground-level authenticity that complements premium in-flight dining.
