Why Vietnam is no longer in the top global food destinations for 2025

Vietnam’s exclusion from Tripadvisor’s 2025 list of top food destinations has sparked discussions among industry experts and travelers alike, with many pointing to rising global competition, shifting travel trends, and evolving tourist preferences as possible reasons for the change.

Despite this, seasoned travelers like 39-year-old Gary Johnson, who has visited nearly 90 countries, argue that Vietnamese cuisine remains one of the country’s strongest attractions. "Whenever my friends visit Vietnam, the first thing they rave about is the food, followed by the scenery, affordability, and the warmth of the people," he said. Similarly, British tourist Susan Halliwell, 71, who recently visited Vietnam, expressed her love for dishes like bánh xèo (crispy pancakes) and trứng vịt lộn (boiled duck egg embryos), despite initial hesitation about street food. Both were surprised that Vietnam was absent from this year’s rankings, given the country’s reputation for exceptional cuisine.

Vietnam’s culinary standing has fluctuated in Tripadvisor’s rankings. Hanoi previously held the top spot in 2024 and ranked third in 2023, but failed to make the 2025 list. Tripadvisor’s Travelers’ Choice Best of the Best awards recognize less than 1% of destinations worldwide based on traveler reviews, making the rankings highly competitive.

Experts believe that other destinations may have overtaken Vietnam by innovating and refining their food experiences. Ho Dac Thieu Anh, a well-known culinary expert, suggested that as global food trends evolve, new destinations may be gaining recognition. Martin Koener, Commercial Director at Anam Group, echoed this view, noting that competition is intensifying as cities worldwide enhance their culinary offerings to attract international attention.

Another factor could be the shifting demographics of Tripadvisor users, whose reviews significantly influence rankings. Koener pointed out that Vietnam must continuously evolve to maintain its reputation. Remi Van Peteghem, Executive Chef at Sofitel Legend Metropole Hanoi, emphasized that international visitors may not have full access to the breadth of Vietnamese cuisine, which could have impacted Hanoi’s ranking.

However, Hanoi’s exclusion is not unique. Other previously top-ranked food destinations also disappeared from the 2025 list, including Crete, which placed third in 2024 and second in 2023, and Florence. This suggests that rankings are fluid and subject to frequent changes.

Some travelers, like 72-year-old British visitor Nigel Halliwell, argue that rankings do not always reflect reality. "Taste is subjective. Neither Michelin stars nor Tripadvisor rankings can capture every traveler’s preferences," he said. Thieu Anh agreed, stating that Hanoi’s food continues to be celebrated for its rich heritage and traditional flavors.

Despite the ranking shift, experts still regard Vietnam as an exciting culinary destination. To regain global recognition, they suggest fostering collaborations with international chefs, participating in global food festivals, and expanding Vietnam’s presence in Michelin Guide listings. Enhancing food tours, street food experiences, and cooking classes could also boost Vietnam’s appeal to culinary travelers.

Maintaining food quality and sustainability is another crucial factor. Experts stress that improving food hygiene, ensuring sustainable ingredient sourcing, and tackling tourist scams will enhance Vietnam’s reputation. Van Peteghem noted that Vietnam’s street food is just as diverse and high-quality as Bangkok’s, yet it lacks strong branding on the global stage. He called for a more aggressive promotional strategy to highlight the country’s culinary strengths.

Additionally, Vietnam must address issues like overpricing and scams targeting foreign tourists. Nguyen Ba Thien An, 24, recounted witnessing a street vendor charging a tourist VND200,000 ($7.80) for a small bag of apples, warning that such incidents could harm Vietnam’s culinary reputation.

Despite the exclusion from the rankings, Vietnam’s tourism industry remains strong. International arrivals in early 2025 nearly reached pre-pandemic levels, with a record 2.1 million foreign visitors in January alone. Many industry leaders argue that rankings, while useful for marketing, are ultimately less important than actual tourist numbers and spending. "What truly matters is how many visitors we attract and how much they invest in our economy, not just whether we appear on a list," said Nguyen Van My, Chairman of Lua Viet Tours.