Asian leisure tourists spend half of their total holiday budget on food and drink while traveling, according to a survey on travelers’ behavior by Hilton Worldwide. The survey showed that 43 percent of respondents said half of their travel expenses are spent on food and drinks. The survey asked 2,700 leisure travelers in Asia Pacific countries, including China, Hong Kong, Indonesia, Japan, Korea, Malaysia, Singapore and Thailand. It was commissioned by the global hospitality company Hilton Worldwide.

The survey said 79 percent look for culturally unique food experiences like culinary festivals and food markets while traveling.

“Today’s modern culinary traveler is looking for authentic food experiences and activities which offer both quality and variety,” said Markus Schueller, vice president for food and beverage operations, Asia Pacific at Hilton Worldwide.
Japan topped the list of favorite culinary destinations among travelers in the region, followed closely by Thailand and Taiwan in joint second place and Korea, Singapore and Hong Kong in a third place, according to the survey. (wylee@heraldcorp.com)