That food is integral to the lives of Indians is known. A recent survey that Airbnb, a community-driven hospitality company, conducted in the Asia-Pacific region, revealed that local cuisine dictates the choice of holiday destination for 71% of Indians who were part of the survey.
That food is integral to the lives of Indians is known. A recent survey that Airbnb, a community-driven hospitality company, conducted in the Asia-Pacific region, revealed that local cuisine dictates the choice of holiday destination for 71% of Indians who were part of the survey. The Airbnb APAC Travel survey, which was conducted in seven countries—Australia, China, India, Japan, Singapore, South Korea and Thailand—found that 71% Indians are most likely to want to try local food, in comparison to 58% of travellers from South Korea. Also, Indian women are more adventurous in trying local food and drink (74% versus 68% men). Women are also more likely to try new activities or experiences (71% versus 66% men).
Not surprisingly, millennials are more open to trying new cuisines compared to their aged counterparts. As well as wanting to try local cuisine, the survey found that 59% of all APAC travellers interviewed want to try new activities or experiences on holiday. This rises to 70% for Singaporeans, 68% for Indians and 65% for Australian travellers who are keen to try something different and new. Japanese travellers are the least likely to embrace new activities and adventures at 31%.In total, the survey considered 6,979 travellers across APAC, taken from representative samples of 7,269 people in each country: Australia, Singapore, Thailand, China, South Korea, Japan and India. Fieldwork was undertaken in September 2017 and the survey was carried out online.
Taking from these insights, Airbnb Asia Pacific, under its Kitchens of Asia initiative, has partnered with renowned chefs in four Asia-Pacific markets to encourage travellers to try and prepare authentic Asian dishes and delicacies that capture the flavours of India, Japan, South Korea and Thailand on their next vacation. They include Manish Mehrotra of Indian Accent (India); Tony Yoo (South Korea); Ian Kittichai (Thailand); and Koh Kentetsu (Japan). The chefs, along with Airbnb hosts in each of the markets, will share easy recipes that anyone can recreate. Talking about the initiative, Siew Kum-Hong, regional director of Asia Pacific, Airbnb, said, “Our survey has shown that people across the region, irrespective of age or gender, have a desire to really experience the places that they travel to, not just visit. Food is such an influence on destination decision-making, and is also one of the easiest ways that you can immerse yourself into a local culture or community. For that reason, we have brought together four of the best chefs in the region.”