Vietnam sees rising demand for Indian-focused services as visitor numbers soar

Among them are Indian restaurants, many of which have expanded beyond major cities into popular tourist destinations as demand for familiar cuisine grows alongside visitor numbers.

When Nidhi Arora took over an Indian restaurant in downtown Ho Chi Minh City in 2018, she saw potential not only in Vietnam’s dining market but also in the increasing flow of Indian travelers.

Since then, the restaurant brand Benaras has expanded to several localities, particularly destinations popular with Indian tourists.

According to Arora, many Indian travelers continue to seek food from home even while traveling abroad for leisure or business.

“We understand the mindset of Indian guests. Even when traveling overseas, they still want to eat Indian food,” she told Tuoi Tre News.

The trend has prompted businesses to adapt their offerings.

Arora said Benaras has modified traditional recipes by significantly reducing the use of oil, butter, and cream to meet changing consumer preferences.

“We aim to serve food with less butter, less cream, fewer additives, and importantly, up to 80 percent less oil,” she said.

Growing wedding, MICE market

The rising number of Indian visitors to Vietnam is also generating demand beyond conventional tourism services.

Restaurants and catering providers are increasingly involved in Indian weddings hosted in Vietnam as well as meetings, incentives, conferences, and exhibitions (MICE) events.

As a result, cuisine has become an important component of the tourism value chain, particularly in the wedding and MICE segments, where visitors typically travel in large groups and stay longer than average leisure tourists.

Vietnam has emerged as an increasingly popular destination for Indian weddings in recent years, thanks to its proximity, competitive costs, and expanding network of direct flights connecting the two countries.

Data from the Vietnam National Authority of Tourism showed that the country welcomed around 750,000 Indian visitors in 2025, nearly 50 percent more than the preceding year and over four times the pre-pandemic level.

The growth trend has continued into 2026, with more than 242,600 Indian arrivals recorded in the first quarter, representing a year-on-year increase of over 169 percent.

To meet rising demand, Benaras currently employs upwards of 68 Indian chefs alongside Vietnamese staff to serve tourists, business travelers, and event groups.

Arora said the expansion of direct air connections between Vietnam and India has been one of the major factors supporting the growth of tourism-related services targeting the Indian market.

"The easier it becomes for people to travel between the two countries, the more opportunities there will be for businesses that understand the needs of Indian visitors," she said.