Omakase, Fine Casual… and Burgers: Marriott’s Top Food Trends in Asia
Photo Credit: Travelers now want food experiences that feel approachable, personal, and less rigid. Marriott International
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Asia’s food culture, from hawker stalls to omakase counters, has always been vibrant. But it’s now also setting the pace for how food tourism might look globally in the years ahead.
Food has become one of Asia’s most powerful travel drivers. A new Marriott International report – “Future of Food 2026” – shows that travelers are planning trips around dining, favoring casual over formal restaurants, and expecting technology to make service more personal.
Burgers, for example, remain the top in-room dining item at 33% of Marriott’s Asia Pacific properties. Local classics like nasi goreng, chicken rice, biryani, and pho are also among the most-ordered items.
The global culinary tourism market hit $1 trillion in 2024 and is expected to grow to $4.2 trillion by 2033, according to IMARC Group. Asia Pacific is leading the charge, accounting for more than 43% of that market last year.
Data from Agoda shows that culinary-focused activities ranked among the top five experiences booked this summer. Japan was the most searched destination for food and drink, followed by Thailand, Vietnam, Indonesia, and Malaysia.
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