Traveloka, Southeast Asia’s leading travel platform, has officially launched its biggest annual sale, Traveloka Super Sale 12.12, offering Vietnamese travelers the chance to explore Asia’s most enticing culinary destinations.
As culinary tourism gains global momentum, Traveloka’s 12.12 campaign serves as a gateway for Vietnamese travelers to experience the world’s diverse flavors. According to Research and Markets, the global culinary tourism market is projected to reach USD 4.21 trillion by 2033, growing at an impressive annual rate of 14.46%. The Asia-Pacific region dominates with a 43.1% market share, highlighting the surging demand for cultural exploration through food.
The World Food Travel Association (WFTA) further emphasizes that 81% of international travelers consider sampling local cuisine an essential part of their journey, allocating 25–35% of their budget to these experiences.
Traveloka’s data reveals that culinary experiences are a key motivator for travel across Southeast Asia, with Vietnam emerging as a top destination for food enthusiasts, alongside Thailand, Singapore, Hong Kong (China), and Japan. Searches for Ho Chi Minh City, Hanoi, Da Nang, and Nha Trang underscore Vietnam’s growing appeal, thanks to its rich culinary heritage and immersive cultural experiences.
Across the region, travelers are increasingly drawn to “destination dining,” where meals are paired with unique settings such as river cruises, rooftop bars, or restaurants near cultural heritage sites. Popular options include 4–5-star hotel buffets, Japanese cuisine like sushi and shabu-shabu, dinner cruises, afternoon tea, and seafood feasts.
In Vietnam, travelers are particularly interested in Hue royal cuisine, street food, and Vietnamese buffets. Meanwhile, Thai seafood buffets and Japanese Wagyu Yakiniku remain regional favorites.
These trends highlight the growing demand for food-driven travel, where authentic flavors and cultural immersion go hand in hand. Leveraging these insights, Traveloka helps travelers uncover Vietnam’s culinary heritage and access Southeast Asia’s most iconic food destinations, making gastronomy an integral part of every journey.
To meet this demand, Traveloka Super Sale 12.12, running from December 3–12, 2025, is designed to make culinary exploration accessible, both domestically and internationally.
Baidi Li, Vice President of Commerce at Traveloka, commented: “Our data shows that food is no longer just a complement to travel but a primary driver of travel decisions. With the 12.12 Super Sale, Traveloka aims to empower Vietnamese travelers to discover Asia’s iconic culinary paradises, where each destination offers a unique flavor profile and cultural narrative. From experiential dining traditions to community-connecting activities, we believe food is the key to deeper, more meaningful journeys.”
To fully satisfy the desire to explore this “global feast,” Traveloka offers a range of promotions throughout the 12.12 Sale, including Daily Flash Sales (11:00–13:00 & 20:00–22:00) with up to 50% off coupons and 99,000 VND fixed-price deals; Peak Day 12.12 Flash Sales (0:00-2:00; 11:00–13:00 & 20:00–22:00) with up to 99% off coupons and 99,000 VND fixed-price deals; all-day coupons across various products; and interactive activities like Shuffleloka, offering 50,000 VND e-vouchers and cumulative coupons up to 1.2 million VND.
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