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What drives tourists to Ipoh and JB? Food, of course

What drives tourists to Ipoh and JB? Food, of course

Ipoh and Johor Baru have emerged as some of the best places to discover local food across the globe. The revelation comes on the heels of new travel data from Booking.com.

The travel platform polled over 50,000 travellers and revealed that the majority of holidaygoers (61%) these days pick a destination based on its great food and drink selection.

Culinary tourism is certainly on the rise with more than a third (34%) of global travellers – rising to 40% of millennials – planning to take a dedicated food tourism trip sometime this year.

The popularity of foodie adventures is also partly spurred by social media. Nearly a third of travellers (31%) plan to take more food pictures this year. This is most popular amongst Asian travellers from China (65%), India (57%), Thailand (53%), Indonesia (50%) and Hong Kong (48%).

Booking.com senior vice president Pepijn Rijvers said food plays a huge role in overall travel experiences.

“Trying the local and street food is a great way for travellers to really embrace the local culture, get immersed in local communities and explore the new and different,” he said.

Many food destinations coveted by travellers happened to be located in South-East Asia. Top regional delicacies include dim sum, noodles and pho.

In addition to Ipoh and Johor Bahru, other foodie cities in the region include Ho Chi Minh City, Vietnam and Kaohsiung, Taiwan.

The region’s tourism scene is also likely to be boosted by local street food markets. Over half (51%) of global travellers are likely to seek out local street food markets this year, which is a great way to try local food.

Popular destinations for street food include Bangkok in Thailand, Seoul, South Korea and Hsinchu City, Taiwan.

The study surveyed adults who have either taken a trip in the last 12 months or plan to take a trip in the next 12 months.

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