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Gastronomy Tourism is gaining high popularity worldwide, especially in ASEAN, which is rich in cultural heritage and diverse food, attracting tourists from all over the world to experience not only the unique flavors of local cuisine but also the way of life and local wisdom that have been passed down through generations. During the ASEAN Tourism Forum 2025, the importance of sustainable tourism was emphasized, leading to “Gastrainable Tourism,” which focuses on sustainability in terms of the environment, society, and economy. This includes the use of locally sourced seasonal ingredients, reducing emissions, and supporting small-scale farmers, presenting a significant opportunity for ASEAN.
According to IMARC Group, a global market research firm, the global Gastronomy Tourism market is expected to grow at a compound annual growth rate (CAGR) of 14.46% from 2025 to 2036, reaching a value of USD 4.2 trillion by 2036, which is four times its current value. This growth is driven by tourists seeking deep experiences with local food, not only tasting great dishes but also learning about the culture and lifestyle through food.
IMARC Group also notes that social media platforms like Instagram and TikTok have helped stimulate interest in Gastronomy Tourism, particularly among Millennials and Gen Z, who enjoy discovering new local foods, learning about cultures through cuisine, and sharing their experiences online. The most popular types of Gastronomy Tourism include food festivals, cooking classes, and food tourism trails.
Marriott International indicates that the Asia-Pacific region holds the largest share of the global Gastronomy Tourism market, accounting for 37.8%. ASEAN countries, such as Thailand, Vietnam, Malaysia, the Philippines, Indonesia, and Singapore, are emerging as key destinations, in line with data from Google Trends showing increasing searches for “Thai food,” “Vietnamese food,” and “Singaporean food” over the past five years, particularly after the COVID-19 pandemic.
The aforementioned situation suggests that there is high global demand for Gastronomy Tourism, and ASEAN has the potential to meet this demand due to its biodiversity, cultural diversity, and unique cuisine. Supported by the “Joint Declaration of ASEAN Tourism Ministers,” which focuses on the development of Gastronomy Tourism alongside sustainability, and the ASEAN Tourism Forum 2025, which emphasizes sustainable tourism trends, Gastrainable Tourism is opening new opportunities in ASEAN. Operators and farmers in the region can seize this opportunity by collaborating across various sectors, as seen in the following examples:
Farmers and Restaurants: Farmers supply organic vegetables and fruits to restaurants, which use them to create attractive dishes, highlighting the sourcing and eco-friendly production processes. The result is that farmers have a market for their products, restaurants receive high-quality, fairly priced ingredients, and tourists enjoy delicious, safe food while supporting local farmers and sustainability.
Hotels, Tour Companies, and Communities: Gastrainable Tours offer tourists the chance to experience local food and lifestyles in an environmentally friendly way, such as learning to cook traditional dishes, visiting food festivals and local farms, staying in eco-friendly homestays, and eating with local families. The result is that hotels provide interesting activities to attract tourists, tour companies offer packages that align with tourist trends, and local communities benefit from job creation and the preservation of local culture.
Startups and Restaurants: Startups develop apps that recommend restaurants focused on Gastrainable Tourism, gathering information such as menus, prices, locations, and reviews, and partnering with local eateries to provide accurate and up-to-date data. The result is that startups gain a customer base and advertising revenue, restaurants can reach more customers and increase sales, and tourists can easily find restaurants with comprehensive information.
In summary, local food and sustainability are the heart of Gastrainable Tourism, presenting a golden opportunity for ASEAN to attract tourists, generate income, and boost the economy while preserving the environment and culture. If all sectors collaborate effectively, Gastrainable Tourism will become a key driver of sustainable tourism in ASEAN in the future.
Author:
Ms. Warunya Yossai
Senior Researcher
International Institute for Trade and Development (Public Organization)
www.itd.or.th
Publication: Bangkok BIZ Newspaper
Section: First Section/World Beat
Volume: 38 Issue: 12826
Date: Wednesday, Jan, 29, 2025
Page: 8 (left)
Column: “Asean Insight”
