Chiang Mai has been ranked the top destination in Asia for culinary activities, according to Agoda’s 2026 Travel Outlook Report, published April 16. The ranking is based on activity bookings made on the Agoda platform from January to March 2026.
Bangkok, Hoi An, Ho Chi Minh City, and Hanoi round out the top five, underlining the dominance of Thailand and Vietnam as culinary hubs across the region.
The report points to a significant shift in traveller motivation. Culinary experiences have climbed into the top three reasons Asian travellers choose a destination, jumping from sixth place just one year ago. Food is no longer a backdrop to travel — it’s increasingly the reason for it.
For Chiang Mai specifically, the spotlight falls on immersive, hands-on experiences. Visitors can take culinary courses in local homes, tour organic farms to learn about traditional northern Thai ingredients, and master signature dishes including Khao Soi — the city’s famous coconut curry noodle soup — and Kaeng Hang Lei, a slow-cooked ginger and tamarind pork curry rooted in Burmese-influenced Lanna cuisine.
Krishna Rathi, Associate Vice President at Agoda, described culinary experiences as a gateway to understanding a culture, noting that Thailand and Vietnam stand out across Asia for their rich flavours and breadth of immersive offerings.
What This Means for Chiang Mai Businesses
The ranking arrives at a commercially significant moment. Culinary tourism drives spend across multiple sectors — cooking schools, fresh markets, food tour operators, farm experiences, and the restaurants and hospitality businesses that anchor them. It also elevates Chiang Mai’s profile with the high-intent visitor segment: travellers who plan activities in advance and are willing to pay for authentic, structured experiences.
This is consistent with a broader pattern. Platform booking data is increasingly setting the agenda for how destinations are perceived and prioritised by international visitors. The Agoda ranking is exactly the kind of signal that feeds that cycle.
For CMBN members operating in hospitality, food and beverage, or experience tourism, this is a credible international endorsement to reference in marketing, pitches, and partnership conversations. Agoda’s data is transactional — based on real bookings, not surveys — which gives the ranking genuine weight. For a deeper look at how local businesses can convert this kind of attention into revenue, see the Chiang Mai Tourism Playbook.
Chiang Mai’s culinary reputation also reinforces its standing as a destination of substance — a position that extends beyond food into MICE and business events, where the city continues to attract regional attention.
The full details of the Agoda announcement are available via the original PR Newswire release.
