Hungry for travel: Why Aussies are chasing flavour on holiday

As spring travel season sizzles into gear, new research from Booking.com reveals a delicious shift in how Australians are planning their getaways: food isn’t just part of the journey anymore, it’s the reason for it.

Welcome to the rise of “nom-tourism,” where the plate dictates the postcode and the kitchen has become the heart of holiday homes. Whether it’s slow mornings brewing coffee with a sea view or late-night feasts of just-caught seafood, travellers are designing their trips around food, not the other way around.

The taste test of travel

Booking.com’s Taste of Home Asia Pacific report dishes up fresh insights into how travellers are swapping bucket lists for bite lists. Based on feedback from more than 8,000 holidaymakers across the region, the findings show that the appetite for culinary-led travel is stronger than ever.

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In Australia, 82 percent of travellers have chosen a destination purely to visit a particular restaurant or food spot, while 79 percent admit that food influences their travel plans. And when it comes to shopping, 88 percent of Aussies say they love visiting local food markets and supermarkets — transforming a simple grocery run into a cultural adventure.

Across Asia Pacific, the trend is even more pronounced: 85 percent of travellers relish market visits, with Thailand and Indonesia topping the charts at 91 percent, closely followed by South Korea at 89 percent.

From trolleys to tastebuds

Forget souvenir shopping—“trolley tourism” is the new travel must-do. Think markets bursting with tropical fruit, jars of local chutney, and shelves lined with snacks you can’t pronounce but absolutely must try. For many Australians, filling the basket has become a form of cultural connection.

Whether browsing for regional spices, sampling street food ingredients, or stocking up on unique local condiments, the joy is in discovery. Food shopping has evolved into a delicious form of immersion—one where you taste, touch, and take a little bit of the destination home with you.

The home-cooked holiday

With 97 percent of foodies changing their cooking and eating habits while travelling, it’s no wonder holiday homes are emerging as the ultimate culinary playgrounds. They offer flexibility (46%), privacy (44%), and, most importantly…. a kitchen.

Gen Z travellers are leading the charge, with 38 percent cooking family recipes on holiday and 23 percent whipping up their own creations. Four distinct kitchen “personas” have even been identified:

• The Traditionalist, who clings lovingly to comfort food.

• The Experimenter, who treats each meal like an episode of MasterChef.

• The Minimalist, who believes less prep equals more pool time.

• And the Socialite, who turns every meal into a group event.

For these travellers, the kitchen isn’t just functional — it’s the stage where culture, creativity, and connection meet.

The portable pantry

Australians are also bringing a taste of home with them — quite literally.

Eighty percent of travellers pack culinary comforts, from tea and coffee (38%) to wine (25%) and even BBQ tools (13%). Across Asia Pacific, the “portable pantry” trend is booming, with more than 90 percent of travellers in India, South Korea, Vietnam, Thailand and Indonesia bringing their own kitchen staples.

More than just a meal

According to Laura Houldsworth, Managing Director for Asia Pacific at Booking.com, this evolution is redefining travel itself.

“Food is the centrepiece of holiday home travel,” she says. “Travellers are embracing holiday homes not just for comfort, but to explore local flavours, experiment with cooking, and connect over shared meals. Culinary experiences are becoming a key factor in travel decisions, transforming holiday homes into dynamic spaces for discovery and connection.”

From beachside barbecues to countryside cookups, it’s clear: the next great Australian escape might start not with a map—but with a menu.

More on industry trends in AccomNews HERE