Vietnam is a country where food isn’t just sustenance—it’s a way of life. From the earliest hours of the morning to late-night curbside gatherings, meals are a social ritual, a cultural expression, and for many travelers, an unforgettable highlight. For travel agents curating itineraries to Vietnam, understanding this rich culinary landscape opens the door to creating truly immersive experiences.
A daily rhythm guided by food
Unlike Western dining patterns, Vietnamese people eat often and lightly throughout the day. Street vendors, market stalls, and small family-run eateries—known as quán ăn—cater to locals with fresh, affordable meals made on the spot. For travelers, this means there’s no need to wait for a formal lunch or dinner: every street corner is an opportunity.
Morning typically starts with a warm bowl of phở or bún riêu, followed by coffee culture that’s uniquely Vietnamese—think iced coffee with condensed milk or cà phê trứng (egg coffee). Midday brings dishes like cơm tấm (broken rice with grilled pork), while dinner might involve sizzling hotpots or grilled seafood. Each region puts its own twist on the menu, offering endless variety.
Regional diversity: a tour in itself
Vietnam’s long, narrow geography creates three distinct culinary zones:
- North (Hanoi, Sapa): The cuisine is mild and balanced, emphasizing freshwater fish, herbs, and delicate broths. Bún chả and phở originate here.
- Central (Hue, Hoi An): Known for its bold flavors and artistry, Central cuisine includes imperial-style dishes, spicy broths, and beautifully plated bites like bánh bèo and mì Quảng.
- South (Ho Chi Minh City, Mekong Delta): Sweeter and more vibrant, southern cuisine features tropical fruits, coconut-based dishes, and hearty meals like hủ tiếu or bánh xèo.
This regional variation is a powerful asset for travel agents. It allows for culinary-focused tours that remain fresh and engaging from north to south.
From street food to Michelin recognition
Vietnam’s street food scene is celebrated worldwide, but in recent years, its restaurant culture has gained international acclaim as well. The inclusion of Vietnam in the Michelin Guide in 2023 marked a turning point, with both Hanoi and Ho Chi Minh City now home to starred restaurants and Bib Gourmand selections.
This gives travel agents the ability to offer clients a curated experience—whether it’s sampling crab noodle soup in a crowded alley or booking a table at Anăn Saigon or Gia restaurant in Hanoi. Both ends of the spectrum tell important stories about Vietnamese identity and innovation.
Culinary travel is rising
Culinary tourism is one of the fastest-growing segments globally, and Vietnam is well-positioned to benefit. Travelers are increasingly drawn to activities like:
- Market tours and cooking classes: Ideal for small group travel or incentive programs.
- Street food crawls with local guides: A great way to bridge language barriers and access hidden gems.
- Farm-to-table and sustainability-focused tours: Especially relevant for European travelers.
Agents can create unique value by combining food-focused activities with cultural highlights, appealing to a growing audience of experience-driven travelers.
What travel agents should keep in mind
- Seasonal availability: Some ingredients and dishes are seasonal, offering a reason for repeat travel or varied programming.
- Cultural sensitivity: Meals are often shared, and local etiquette may differ. Helping travelers navigate this adds to the experience.
- Customization matters: Whether it’s halal food, vegetarian menus, or fine dining, Vietnam now has the infrastructure to accommodate many preferences—but it’s important to book with the right partners.
A final note
Vietnam’s food scene is one of the most accessible and rewarding entry points into its culture. For travel agents, understanding this goes beyond offering “food tours”—it’s about designing itineraries that use meals as a meaningful part of the journey.
VietOne Travel works closely with trusted local partners across the country, making it easy to build culinary experiences that are authentic, safe, and memorable. Whether your clients are first-time visitors or seasoned travelers, Vietnam’s culinary culture is always ready to surprise.
