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Phu Quoc is no longer only a beach extension to a Vietnam itinerary. Its international profile is expanding quickly, changing what travel agents can sell around the destination. In 2025, Phu Quoc welcomed more than 8.1 million visitors, including nearly 2 million international arrivals, while handling around 100 flights a day, almost half international. For agents, stronger access and a broader visitor mix create an opportunity to move beyond standard resort-and-beach packages. Local food is one practical way to add destination identity without adding another sightseeing day.
Phu Quoc’s Growth Creates Space for More Experiential Products
The shift was already visible in the first half of 2025. Phu Quoc received nearly 4.5 million visitors, including almost 900,000 international arrivals, up 76.7% year on year. Tourism revenue reached approximately VND 21.588 trillion, up 92.6% over the same period.
Food fits this move toward experience-led travel. Booking.com’s 2025 Taste of Home Asia Pacific research surveyed 8,047 adults across eight Asia-Pacific markets who had booked or stayed in holiday homes or short-term rentals. Among these travellers, 85% visited local markets, while 97% said their cooking or eating habits changed while travelling. For agents, this indicates that food can form part of the destination experience rather than simply filling a meal slot between activities.
Why Phu Quoc Herring Salad Works as a Product Story
Phu Quoc herring salad, or gỏi cá trích, gives travel partners a dish with a strong sense of place. Vietnam Tourism describes it as raw herring combined with mint, onion, shredded coconut and crisp vegetables, typically wrapped in rice paper and dipped into a sauce incorporating Phu Quoc fish sauce, garlic, chilli and roasted peanuts.
That format makes the meal interactive. A guide can explain the ingredients, the island’s fish-sauce tradition and the wrapping ritual. The proposition therefore becomes more meaningful than simply “try a local dish.” It can be positioned as discovering Phu Quoc through a coastal food ritual.
Match the Experience to the Traveller
The strongest fit is with culturally curious couples, culinary travellers, repeat visitors to Vietnam, small private groups and resort clients wanting more local content. For first-time visitors, herring salad works particularly well as one element within a broader introduction to Phu Quoc cuisine.
For product development, three directions are commercially practical:
- Island Flavours Add-on: a two- to three-hour guided tasting combining herring salad with other Phu Quoc specialties.
- Fishing Village and Local Lunch: connect a coastal community visit with a curated seafood meal and explanation of local sourcing.
- Phu Quoc Food Evening: combine a market or neighbourhood walk with herring salad, fish-sauce storytelling and a relaxed local dinner.
These formats add experiential value without requiring another full touring day, making them particularly useful for three- or four-night Phu Quoc stays.
Source:
https://vietnam.travel/things-to-do/phu-quoc-specialty-seafood
Practical and Operational Considerations
Because herring salad uses raw fish, travel partners should work with vetted restaurants and clearly identify the preparation style before confirmation. Seafood allergies, peanut allergies, spice tolerance and guests who prefer cooked food should be checked in advance, with alternatives available.
Seasonality also affects the wider programme. Phu Quoc’s official tourism information identifies November to April as the dry season, generally bringing lower rainfall and calmer seas, while May to October is wetter. Culinary activities can therefore add useful flexibility when weather affects outdoor plans, although realistic transfer times between resorts, markets and dining areas still need to be considered.
An Vui Travel can help international partners translate a Phu Quoc culinary idea into a workable product through restaurant and experience sourcing, private transport, guide coordination, dietary planning and itinerary customization.
FAQs
Is Phu Quoc herring salad suitable for first-time visitors to Vietnam?
Yes, when introduced with cultural context and suitable alternatives. It works especially well within a broader Phu Quoc local-food experience rather than as an isolated tasting.
How much time should travel agents allocate?
Around two to three hours is generally enough for a curated culinary experience. A fishing-village visit combined with lunch may require half a day.
Phu Quoc’s growth gives travel agents a reason to rethink the island as more than a beach finish. Phu Quoc herring salad can translate local identity into a simple, sellable experience when matched with the right traveller and supported by realistic operations. The commercial opportunity lies in connecting traveller motivation, authentic food and efficient itinerary design—not simply adding another restaurant meal.
Planning a new Phu Quoc or Vietnam programme? Share your target market, traveller profile, preferred duration and travel period with An Vui Travel. Our product team can help develop a culinary experience and routing that fits naturally into your clients’ journey.
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