Culinary Tourism: When Vietnam Tells Its Story Through Flavor
Vietnamese cuisine is poised to shine on the global stage, blending distinctive flavors, cultural identity, and boundless creativity.
Emotions as the Guide
Trần Trung, an F&B entrepreneur from Saigon, frequently travels to explore regional flavors and seek creative inspiration. Among his favorite destinations is Hanoi, not only for its diverse and rich culinary scene but for the cultural depth and meticulous preparation of its dishes.
“They know how to tell stories—deep and rich ones,” Trung shares.
Hanoi’s cuisine isn’t just about food; it’s a narrative of history, culture, and generations of diners. Each visitor leaves with a unique memory, spreading Hanoi’s flavors wherever they go.
He’s also fond of Da Lat’s cuisine, especially the way it harmonizes with the misty, cool atmosphere. One memory stands out: dipping warm bread into a steaming bowl of shumai sauce and feeling warmth spread from his tongue to his fingertips—a feeling he says can’t be replicated in Saigon.
“A trip isn’t just for sightseeing – it’s a culinary journey, a dive into culture,” Trung says.
Phạm Hà, Chairman of LuxGroup, who has spent two decades developing luxury tourism for international travelers, sees cuisine as a vital highlight of any Vietnam journey. To him, food is the most vivid form of storytelling, where culture, nature, and people unite in every bite.
With LuxGroup, Vietnamese cuisine isn’t just part of the trip – it’s the centerpiece. Rustic dishes are elevated into premium culinary experiences. Aboard cruises like Heritage Bình Chuẩn and Emperor Cruises, guests can enjoy traditional dishes such as fish in fermented soybean sauce or phở, reimagined through fine dining.
Each meal is a cultural exploration. Guests interact with chefs, learning about the origins, preparation, and local ingredients behind each dish. Dining becomes a multisensory memory, enhanced by light, ambiance, and storytelling.
On Lux Cruises Group, travelers can also engage hands-on—rolling spring rolls, making phở, and learning the etiquette behind Vietnamese dining rituals. Cuisine becomes a bridge to deeper cultural understanding.
“People may forget the flavor, but they’ll remember the story and emotions,” Hà explains.
Because of its focus on immersive experiences, Luxury Travel’s 12-15 day gourmet tours are especially popular with high-end travelers from Europe, Australia, and the U.S. These tours go beyond taste—visiting farms, local markets, kitchens, and dining rooms—letting guests source ingredients, cook, and connect with culinary artisans.
Elevating Vietnamese Cuisine
Romain, a French expat living in Vietnam for over a decade, praises the natural balance and freshness of Vietnamese food. Just the colors on the plate are enough to spark appetite and excitement.
However, he feels many popular tourist restaurants don’t truly reflect the soul of Vietnamese cuisine. When friends visit, he defaults to his favorites like Chả Cá Thăng Long or Bún Chả 1946—places that preserve the authentic Hanoi flavor.
Vietnam boasts abundant ingredients—from fresh seafood and seasonal produce to signature spices. This alone makes it a potential culinary capital and a “clean kitchen” of the world, as envisioned by branding experts.
Yet Vietnam is still largely known for its humble street food, often priced under 50,000 VND per meal. These dishes reflect everyday life but also raise food safety concerns. For international travelers, even one bad food experience can ruin an entire trip.
“Vietnam is an agricultural nation, yet clean food hasn’t become the standard. We have the resources, but lack a clear strategy and strong positioning for food in the national tourism brand,” notes Hà. “Even with Michelin’s arrival, we’ve yet to build a true culinary capital.”
That’s why elevating Vietnamese cuisine isn’t just a desire, but a goal pursued by visionary entrepreneurs like Hà.
Chef Hoàng Tùng, after eight years working in Michelin-starred restaurants across Northern Europe, returned to Vietnam to launch T.U.N.G Dining. As one of Vietnam’s pioneers of the tasting menu model, it quickly made Asia’s 100 Best Restaurants list.
He followed up with Å by T.U.N.G in Ho Chi Minh City, blending Nordic techniques with Vietnamese culinary essence.
To Tùng, cuisine transcends borders. Drawing inspiration globally, he always returns to local ingredients as a creative foundation. While preserving Vietnamese spirit, he presents it in globally-appealing fine dining formats.
While Lux Cruises offers a traditional Nam Định-style phở, T.U.N.G Dining reinterprets it as a cold signature dish. Two very different approaches—yet together, they paint a vibrant picture of Vietnam’s culinary richness and limitless potential.
“The beauty of fine dining lies in venturing beyond the familiar and exploring bold flavor combinations,” Tùng says.
Hà agrees: Vietnamese cuisine is a melting pot of influences and should not be constrained. Creativity is endless, and every chef is an artist breathing soul into their food—not just for Vietnamese diners but for the world.
Fusion, when done right, can adapt traditional flavors to global palates while preserving the original spirit.
A Sustainable Journey
By 2025, Vietnam aims to welcome 22–23 million international tourists. To achieve this, the tourism industry is accelerating its efforts, targeting trillions of dong in revenue and asserting its status as a key economic driver.
Restaurants and F&B outlets play a major role in this vision—enhancing travel experiences, extending stays, and boosting visitor spending.
According to the World Food Travel Association, 81% of global tourists are keen to explore local cuisine, spending 25%–35% of their travel budgets on food. In Vietnam, payment platform Payoo recorded that F&B accounted for 40% of foreign visitor spending in the first half of 2024.
Đặng Trung Dũng, founder of the Vị restaurant chain, confirms strong demand from international travelers, especially Americans visiting through agencies like Gate1Travel and O.A.T. To meet rising demand, these agencies are expanding and developing new itineraries, including river cruises.
This tourism boom has fueled growth for Vị. In March, many of its restaurants were overbooked, with Vị Saigon turning away nearly 1,000 guests a month and similar demand at Vị Hanoi.
Though Vị Huế is newer, it’s quickly become a standout for its sustainable culinary philosophy. Thanks to visibility on Google and review platforms, Vị Huế topped rankings shortly after opening – highlighting the potential of upscale, sustainable cuisine tied to tourism.
While many new restaurants have opened post-pandemic, major cities still lack venues catering specifically to international tourists. However, not every new place attracts crowds.
Vị thrives thanks to word-of-mouth among guides, drivers, and travel companies—supported by online visibility. It currently partners with 110 travel firms.
“The core is doing it well! Food quality, service, and ambiance are key to delivering a multi-sensory experience,” Dũng says.
Despite high demand, Dũng isn’t rushing to expand. He focuses on maintaining quality and protecting the brand’s reputation.
A street-food enthusiast himself, Dũng understands why international visitors associate Vietnamese food with street eats. But like Hà and Tùng, he wants more for Vietnamese cuisine. His goal: elevate Vietnamese food to global standards.
Vị isn’t just about regional flavors—it’s about sustainable gastronomy. Menus are seasonal to minimize waste and maximize ingredient use. The chain avoids plastic, uses eco-friendly materials, and pursues a “zero waste” model, especially at Vị Huế.
The restaurant’s architecture aligns with nature—maximizing natural light and saving energy. With these values, Vị not only delivers refined culinary experiences but also sets the tone for a more sustainable food future.
As an investor in Vị, Phạm Hà emphasizes sustainability across all LuxGroup projects. Lux Travel DMC recently met nearly 250 Travelife criteria, earning global recognition as one of six sustainable tour operators. For Hà, sustainable travel means an entire value chain that’s sustainable – and restaurants like Vị are vital partners.
“Sustainability must be a system-wide effort – from restaurants and resorts to transportation – toward a truly green tourism model,” Dũng stresses.
For Vietnamese culinary tourism to truly thrive, pioneers like Tùng, Dũng, and Hà are essential. With growing ingredient availability and evolving consumer mindsets, future innovators have fertile ground to build upon.
Vietnamese cuisine is now gaining global recognition through rankings like Asia’s 50 Best and the Michelin Guide – marking a key milestone in positioning Vietnam as a premium culinary destination.
Still, these pioneers have weathered years of challenges to reach this point. Though the market is favorable now, long-term sustainability is a critical consideration for new entrants.
“To succeed, you must understand what you’re doing. Starting on emotion alone isn’t enough—you need research, dedication, and heart,” says Dũng.
Tùng agrees: opening a restaurant is more than having capital. It’s a long journey of perseverance, creativity, and passion—shaping identity and adapting to evolving tastes. Success comes only with wholehearted commitment and relentless innovation.
