Grab, Southeast Asia’s top superapp, has initiated an exciting advertisement campaign in Times Square, New York, showcasing the region’s prominent sights and flavors. Taking place from December 2nd to 12th, 2025, the campaign features a series of 15-second ads supported by various national tourism boards across Southeast Asia, with the goal of attracting more visitors to the area.
The advertisements highlight locations like Singapore’s Jewel Changi Airport, Malaysia’s nasi lemak, Indonesia’s Pink Beach, Vietnam’s pancakes, and Thailand’s Ko Tapu. This initiative supports Grab’s aim to enhance lives and sustain livelihoods in Southeast Asia by promoting its tourism environment. 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 estimates that Southeast Asia’s Travel & Tourism GDP will expand at an average annual rate of 5.5% from 2024 to 2034. Operating in over 800 cities, Grab plays a key role in this growth by providing services like safe rides, local food exploration, and cashless payments through its superapp, facilitating a seamless and safer experience for travelers.
Both Tourism Malaysia and the Tourism Authority of Thailand have applauded Grab’s initiatives. Mohd Amirul Rizal Abdul Rahim emphasized the collaboration’s contribution to strengthening Malaysia’s global standing, while Nithee Seeprae highlighted the partnership’s role in advancing sustainable tourism in Thailand.
As Southeast Asia’s tourism sector recovers, Grab’s campaign in Times Square acts as a beacon, inviting travelers worldwide to discover the region’s rich cultural tapestry.
