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

Gary Johnson, 39, who has traveled to 89 countries and territories, believes that the biggest attraction for tourists in Vietnam is its cuisine.

"My friends who visit Vietnam always praise the food first, then talk about the scenery, affordability, and people," he said.

"Vietnamese food is delicious and easy to eat for us Brits," said Susan Halliwell, 71, who arrived in Vietnam last month.

She particularly enjoys banh xeo (crispy pancakes) and the boiled duck egg embryos trung vit lon, despite initially being hesitant to try the street food dish.

Both travelers were surprised that Vietnam did not make Tripadvisor's list of the world's best food destinations for 2025, despite their positive impressions of its cuisine.

Last year, Hanoi ranked first on this list and held third place in 2023.

A bowl of chicken pho, accompanied by lime wedges, chilies, and lime leaves at an eatery in Hanoi. Photo by VnExpress/Giang Huy

Tripadvisor’s Travelers’ Choice Best of the Best honors top destinations, hotels, and restaurants based on traveler reviews. Less than 1% of 8 million destinations earn this recognition.

According to culinary expert Ho Dac Thieu Anh, Hanoi's ranking may have dropped as other destinations improved their food scenes.

"It could also be due to changing global travel trends, with new culinary destinations gaining more interest," Martin Koerner, Commercial Director of Anam Group and Vice President of the German Business Association in Vietnam, said.

Changes in traveler reviews and demographics could also explain Vietnam’s absence in 2025.

Foreign travelers enjoy dinners at a restaurant in Hue in central Vietnam. Photo by VnExpress/Vo Ngoc Thanh

Koerner noted that Vietnam faces competition as destinations innovate their food scenes for recognition. Experts warn that without change, Vietnam’s ranking will decline.

Remi Van Peteghem, Executive Chef at Sofitel Legend Metropole Hanoi and member of the French Master Chef Association, believes that Hanoi’s lower ranking may be due to international tourists not having access to Vietnamese cuisine’s diversity.

However, experts say Vietnam’s absence is not unusual. This year, 10 cities, including Rome, Paris, and Bangkok, kept their spots in the top 25, while the rest dropped off.

Hanoi is not the only city to drop out of the rankings. Crete ranked third in 2024 and second in 2023 but is missing in 2025, as is Florence.

72-year-old British traveler Nigel Halliwell, Susan’s husband, noted that rankings do not reflect everyone’s tastes.

"Michelin or Tripadvisor rankings aren’t always accurate because taste is subjective," he said.

Thieu Anh added, "To international travelers, Hanoi's food remains traditional and full of heritage, which keeps it appreciated."

Koerner praised Hanoi's food scene, emphasizing its ingredients and cooking techniques. Despite the ranking drop, Vietnam remains an exciting culinary destination.

Experts suggest Vietnam should collaborate with global chefs, participate in food festivals, and enhance its presence in Michelin rankings. Expanding interactive food tours, street food experiences, and cooking classes will attract culinary travelers.

Sustainability and quality control are also key. Ensuring food hygiene, safety, and sustainable sourcing will boost Vietnam’s appeal, they said.

"I wonder why Bangkok, ranked 14th, is recognized for its street food, while Vietnam, with equally diverse and high-quality street food, has yet to become a standout brand," said Van Peteghem of Sofitel.

He emphasized the need for strong promotional campaigns to highlight Vietnamese cuisine on a global scale.

Van Peteghem also pointed out that Vietnam should promote local products like coffee, fish sauce, and artisanal drinks to strengthen its reputation. A strategic approach could help Vietnam reclaim its spot.

Vietnam must also tackle overpricing and scams targeting tourists, experts warn.

"If we still have street vendors charging foreign tourists VND200,000 ($7.80) for a bag of apples, Vietnamese cuisine will leave a bitter taste rather than a pleasant one," said Nguyen Ba Thien An, 24, who once witnessed a tourist being overcharged in Hanoi.

In 2024, Vietnam's international arrivals neared pre-pandemic levels, with a record 2.1 million foreign tourists in January 2025. Some argue that rankings matter less than actual visitor numbers and spending.

Nguyen Van My, Chairman of Lua Viet Tours, stated, "What matters most is how many international visitors we attract and how much they spend, not whether we make it onto a ranking."