Vietnam, once renowned for its vibrant street food culture and flavorful cuisine, has dropped off the list of Tripadvisor's top 25 global food destinations for 2025.
For years, Vietnam’s capital Hanoi held top spots in the rankings - hitting #1 in 2024 and #3 in 2023. But in a surprise shake-up revealed last month, both Hanoi and the country as a whole were absent from the 2025 list.
Shifting Tastes and Heightened Competition
According to culinary expert Ho Dac Thieu Anh, the absence could come down to changing tastes and trends in global travel.
“As other destinations innovate and elevate their food scenes, Vietnam faces heightened competition to stand out,” Anh said.
Martin Koerner, Commercial Director of Anam Group and Vice President of the German Business Association in Vietnam, agrees.
“It could be that new culinary hotspots are gaining more interest and attention from today’s travelers,” he theorized.
From Mumbai to Mexico City, the 2025 ranking features an array of multicultural food capitals. So while classics like Paris and Rome retained their spots, much of the list has been refreshed with up-and-coming destinations.
Reliance on Word of Mouth Marketing
Another key factor is Vietnam’s reliance on word-of-mouth marketing and promotion.
“Compared to other destinations on the list, Vietnam simply hasn’t done enough to actively promote and globalize its cuisine,” explained Remi Van Peteghem, Executive Chef at Sofitel Legend Metropole Hanoi.
According to Van Peteghem, a member of the French Master Chef Association, the world still sees Vietnamese food as exotic, niche and largely unfamiliar.
“Pound-for-pound, Vietnam offers some of the most diverse, high quality dining you’ll find anywhere. But it hasn’t achieved the international branding and recognition it deserves.”
Overtourism Concerns
As an emerging market, Vietnam has faced growing pains as tourist volumes recover after COVID slowdowns.
Reports of street vendors overcharging foreign customers have damaged the country’s reputation. According to 24-year-old witness Nguyen Ba Thien An, scams and lack of quality control could be diminishing Vietnam’s food destination appeal.
“If we still have street vendors charging foreign tourists 200,000 VND ($7.80) for a bag of apples, Vietnamese cuisine will leave a bitter taste rather than a pleasant one,” he remarked.
Sustainability is also a worry, as Vietnam balances demand with responsible tourism practices. By partnering with global food experts, participating in festivals and improving its Michelin profile, the country hopes to refine and redefine its culinary offerings for an influx of new travelers.
The Local Perspective
But not all see the rankings drop as a setback.
“What matters most is how many international visitors we attract and how much they spend, not whether we make it onto a ranking,” said Nguyen Van My, Chairman of Lua Viet Tours.
To travelers like Nigel and Susan Halliwell, the rankings carry little weight compared to their actual experiences.
“Hanoi’s food remains traditional and full of heritage, which keeps it appreciated,” said 72-year-old Nigel. He and his wife found Vietnam to be an accessible, affordable destination with flavors to suit British palates.
“My friends who visit Vietnam always praise the food first, then talk about the scenery and people,” agreed 39-year-old globetrotter Gary Johnson. He sees cuisine as the country's biggest draw card.
So while Vietnam works to regain its global culinary crown, travelers continue to enjoy a cuisine that balances sweet and salty, fresh and fried, meaty and veggie. Flavorful, furious, and everywhere - for now, Vietnam's food speaks for itself.
FAQ
Here are some frequently asked questions about Vietnam falling off the list of the world's best food destinations:
Why did Vietnam lose its spot on the global food destination list for 2025?
Vietnam faced stiffer competition as more destinations focused on elevating and promoting their food scenes. Lower tourism due to COVID also impacted ratings. Limited international marketing of Vietnamese cuisine made it hard to compete with global heavy hitters.
Does this mean Vietnam is no longer a top foodie destination?
No - Vietnam still offers an amazing culinary experience for travelers. The destination rankings focus on specific metrics, but on-the-ground experiences are still top-notch. Local expertise, cooking traditions, complex flavors and affordable dining make Vietnam a favorite among food lovers.
What can Vietnam do to regain its title as a top food destination?
Experts recommend more active promotion of Vietnamese cuisine globally through food festivals, partnerships, and Michelin ratings. Sustainability, quality control and visitor experience should also be improved to cope with more demand. Authenticity and food expertise remain Vietnam's strengths.
Do these lists really matter for travelers and tourism?
Destination rankings create buzz but individual experiences vary. Many travelers prioritize affordability, culture and local immersion over chasing accolades. Vietnam offers this in spades. The best destinations balance tourism growth with protecting authenticity - which should remain Vietnam's focus.
How can travelers get the best food experience in Vietnam?
Immerse yourself in street food tours, cooking classes and local markets. Eat bun cha, pho, banh mi, Cao lau and other classics. Try emerging regions like Sa Pa, Phu Quoc and Nha Trang for diversity. Travel slow, be adventurous and sample as much as you can. Talking to locals and fellow foodies enhances the experience!