Airport service experience tourism – A new trend in 2025

05/03/2025

According to Booking.com's 2025 Travel Trends Report, one of the nine travel trends for Vietnamese and international travelers in 2025 is airport-based travel experiences. Generation Y (born between 1981 and 1996) and Generation Z (born between 1997 and 2012) view airports as exciting destinations with numerous entertainment, shopping, and especially culinary opportunities.

Airports – Destinations, not just places to wait.

At Tan Son Nhat Airport, a group of Canadian tourists said they were returning to Vietnam for the second time because of its rich cultural heritage, diverse cuisine, and the airport itself being an enjoyable stop. “The shopping spaces are beautiful and unique; there are many relaxing amenities: high-end lounges, convenient sleeping pods... and the diverse culinary options range from upscale restaurants to quick and convenient takeaway counters, elegant cafes, and spacious open-air venues,” Olivier enthusiastically remarked.

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After connecting from Tan Son Nhat to Da Nang airport, Olivier's group took time to experience the cuisine at Cuisine de Saigon restaurant (domestic departure terminal) because "the restaurant's name speaks to its style of local cuisine." Olivier couldn't hide his delight with Pho Sen: "We've tried many pho dishes at Vietnamese restaurants, but Pho Sen here is truly different. The flavors are delicate and the broth is rich – this is not just a dish, but an impressive Vietnamese cultural experience."

Nhóm du khách Canada khen không gian nhà hàng Cuisine de Saigon ấm áp và món Phở Sen đặc sắc

The group of Canadian tourists praised the warm atmosphere of Cuisine de Saigon restaurant and the distinctive Pho Sen dish.

Sharing the view that airports are an indispensable part of any trip, Audrey, an Australian travel blogger, chose Pho Cho restaurant (domestic departure terminal) as the starting point for enjoying her journey. She ordered the restaurant's signature dish, Pho Sen, and also tried broken rice with grilled pork, beef noodle soup, and more.

“The pho noodles are soft, the broth is flavorful and beautifully presented; broken rice and beef noodle soup are also very appealing. These are dishes you should try because they are delicious, worthy of representing Vietnamese cuisine, and will make your travel journey even more exciting,” Audrey advises tourists.

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Elevating the airport experience.

If airports around the world have successfully developed signature dishes that become their own culinary "brands"—such as Changi Airport (Singapore) famous for its Hainanese chicken rice, Incheon (South Korea) known for its Bibimbap and spicy stir-fried octopus, and Narita (Japan) characterized by its Sushi and Ramen—then Pho Sen is considered the signature dish of Tan Son Nhat Airport.

To achieve this, SASCO – the aviation service unit at Tan Son Nhat Airport – elevated Vietnamese Pho with its unique and innovative Pho Sen recipe: incorporating dried lotus seeds into the noodles and lotus root, and traditional fish sauce into the broth, resulting in a new flavor: delicate, subtly fragrant with the comforting and nourishing aroma of lotus. Subsequently, Pho Sen was widely promoted to domestic and international diners through Pho Festivals in Vietnam, Korea, Japan, and other countries, and has consistently been voted the most popular Pho dish.

Pho Sen

Subsequently, SASCO created a Pho Sen experience space in the luxurious Prime Lounge and quickly introduced Pho Sen to many other airport restaurants: The Phoenix, Cuisine de Saigon, and Pho Cho, becoming a must-try dish on travelers' food tours at Tan Son Nhat Airport.

In addition, the restaurants at Tan Son Nhat Airport are designed in various styles to cater to the diverse needs and preferences of passengers.

Fresh2Go chain stores and +84 cafe cater to passengers prioritizing speed, convenience, and affordability. Passengers interested in a more upscale dining experience can choose The Phoenix Bistro-style restaurant with an Asian-European menu; Cuisine de Saigon with authentic Saigon cuisine…

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The restaurants not only offer delicious food but also prioritize beautiful ambiance and professional service. Reasonable prices are also a big plus, making travelers feel satisfied and that the experience of enjoying airport cuisine is "worth the money."

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