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Grab, Southeast Asia's leading superapp, has launched a vibrant advertising campaign in Times Square, New York, showcasing the region's iconic sights and flavours. Running from 2 to 12 December 2025, the campaign features a series of 15-second ads supported by multiple national tourism boards across Southeast Asia, aiming to attract more travellers to the region.
The ads spotlight destinations such as Singapore's Jewel Changi Airport, Malaysia's nasi lemak, Indonesia's Pink Beach, Vietnam's pancakes, and Thailand's Ko Tapu. This initiative aligns with Grab's mission to enhance lives and livelihoods in Southeast Asia by promoting its tourism ecosystem. Alex Hungate, President and COO of Grab, stated, "With this campaign, Grab is bringing the warmth of Southeast Asia to this iconic location."
The World Travel & Tourism Council forecasts Southeast Asia's Travel & Tourism GDP to grow at an average annual rate of 5.5% from 2024 to 2034. Grab, operating in over 800 cities, plays a crucial role in this growth by offering services like safe rides, local food discovery, and cashless payments through its superapp. This seamless experience is designed to make journeys simpler and safer for travellers.
Tourism Malaysia and the Tourism Authority of Thailand have praised Grab's efforts. Mohd Amirul Rizal Abdul Rahim, Director General of Tourism Malaysia, highlighted the collaboration's role in enhancing Malaysia's global positioning, whilst Nithee Seeprae, Deputy Governor for Marketing Communications at TAT, emphasised the partnership's contribution to sustainable tourism in Thailand.
As Southeast Asia's tourism sector rebounds, Grab's campaign in Times Square serves as a beacon, inviting global travellers to explore the region's rich cultural tapestry.
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