Visa has broadened its Infinite Tastes: Beyond the Menu initiative, now offering Visa Infinite cardholders exclusive culinary experiences across 13 Asia Pacific markets. The program, which launched in July, is designed to go beyond standard restaurant visits, providing access to guided market tours, chef-hosted tables, and off-menu creations curated by renowned chefs.
The expansion reflects a broader shift among affluent consumers who increasingly prioritize experiences that align with their personal passions and cultural interests. According to Visa's research, dining has emerged as a leading passion point, with affluent cardholders accounting for over 80% of new spending between 2023 and 2025. Dining now surpasses healthcare, entertainment, and travel as the top annual spend category for this demographic.
Chef-led experiences across the region
Since its debut, the program has rolled out in key markets including Hong Kong, India, Japan, and Singapore. Each market offers a distinct culinary journey, from Michelin-starred chef Dave Pynt's brewing sessions in Singapore to Deepanker Khosla's fireside feasts in Thailand. These experiences are crafted to give cardholders a deeper connection to the creativity and stories behind each meal.
“Infinite Tastes Beyond the Menu reflects how Visa Infinite is evolving to connect our cardholders and partners with the experiences they value most,” said TR Ramachandran, Head of Products and Solutions Asia Pacific at Visa.
The initiative is part of Visa's broader strategy to enhance its Visa Infinite proposition in the region, offering personalized and premium experiences across travel, wellness, dining, and entertainment. Eligible cardholders can explore and reserve these exclusive experiences through the program's platform.
For travel professionals, this move underscores the growing importance of culinary tourism as a driver of premium travel demand. Hotels and resorts are increasingly partnering with chefs to offer unique dining events, while destination marketers are leveraging food experiences to attract high-spending visitors. The trend is evident in recent developments such as Southern Phu Quoc's expansion beyond beach appeal and Macao's hosting of the Bocuse d'Or Asia-Pacific 2026.
Visa's data also highlights that affluent travelers are willing to spend more on experiences that offer authenticity and exclusivity. This has implications for airlines, hoteliers, and tour operators looking to cater to this segment. For instance, Agoda's spotlight on anime pilgrimage sites taps into a similar desire for culturally immersive travel.
As the program expands, Visa aims to deepen its partnerships with chefs and hospitality providers across the region. The company is also exploring ways to integrate these experiences into its broader travel and lifestyle offerings, potentially including bundled packages with hotel stays and flights.
For travel advisors and agents, the program offers a new avenue to add value for affluent clients seeking unique dining experiences. By staying informed about such initiatives, agents can better position themselves to meet the evolving preferences of high-net-worth travelers.
The expansion comes at a time when the Asia Pacific region is witnessing a resurgence in culinary tourism, with destinations like October festivals reshaping travel itineraries. Visa's move is likely to spur further innovation in the premium travel space, as competitors seek to offer similar experiential benefits.
