Grab takes SEA tourism to the world with Times Square spotlight

Times Square went tropical in December last year, as Grab, Southeast Asia’s superapp, launched a series of 15-second ads celebrating the region’s sights and flavours, from Malaysia’s nasi lemak (coconut rice) and Singapore’s Rain Vortex at Jewel Changi Airport, to Indonesia’s Pink Beach, Vietnam’s signature pancakes, and Thailand’s Ko Tapu (James Bond Island).

The campaign, which ran from 2 to 12 December, featured seven ads highlighting Cambodia, Indonesia, Malaysia, the Philippines, Singapore, Thailand, and Vietnam. Grab developed the creative in partnership with multiple national tourism boards, aiming to entice travellers to experience Southeast Asia’s diversity through its platform.

Since its Nasdaq listing in 2021, Grab has used Times Square space to showcase merchant-partners serving millions across the region. This time, the focus shifted to tourism, underscoring Grab’s role in supporting the ecosystem while promoting safer and more seamless travel.

Don't miss: Grab paints KL green with bold displays for ASEAN Summit delegates

The campaign comes as Southeast Asia’s travel sector rebounds. According to Grab, the World Travel and Tourism Council forecasts the region’s travel and tourism GDP to grow at 5.5% annually (total impact) and 5.9% (direct contribution) from 2024 to 2034, with one in eight jobs supported by the sector in 2024.

“Times Square is known as the 'Crossroads of the world' - a global meeting point for people from all over the world. With this campaign, Grab is bringing the warmth of Southeast Asia to this iconic location. Whether you are visiting one destination or exploring multiple countries, our superapp is designed to make journeys simpler, safer, and more seamless," said Alex Hungate, president and chief operating officer, Grab. 

He added, "With deep local roots and data‑powered technology, we help travellers get safe and reliable rides and discover must‑visit spots and authentic local cuisine. By partnering with tourism boards, we aim to spotlight the region’s vibrancy while supporting our driver and merchant partners, who are at the heart of Southeast Asia’s tourism economy.”

In tandem, Mohd Amirul Rizal Abdul Rahim, director general of Tourism Malaysia, said, “Tourism Malaysia is proud to collaborate with Grab Malaysia as we prepare for Visit Malaysia 2026 (VM2026), enhancing a seamless ‘good host’ experience that reflects the warmth of Malaysian hospitality. By leveraging Grab’s wide-reaching platform, we are not only improving travel convenience and efficiency but also strengthening Malaysia’s positioning as a global gastronomic hub to showcase our rich culinary heritage."

He also highlighted that Grab’s adoption of an EV fleet aligns with Malaysia’s sustainable tourism goals, offering scale, data insights, and innovation to showcase the vibrancy of its cities and towns, and added that the partnership helps share Malaysia’s story globally while enhancing the country’s appeal as a top destination ahead of VM2026.

This campaign echoes Grab Malaysia's past campaign in November 2024, which brought beloved Southeast Asian dishes to a global level where dishes such as pho, chicken rice and nasi padang are splattered on the Nasdaq Tower in Times Square to showcase 75 homegrown F&B merchants. 

At the time, Grab hoped to give these small-to-medium businesses an opportunity to be recognised as vital representatives of their communities on an international stage. This is especially since these merchant-partners typically don't have the same marketing and advertising budget as larger players, and would not usually advertise outside their home countries.

In November 2023, Grab also featured 53 homegrown F&B merchant-partners including Malaysia’s Village Park Restaurant, Thailand’s Thong Smith, and the Philippines’ Jollibee. 

The initiative came as Grab launched the 'Traveller Homepage' on its app to help travellers plan ahead when it comes to their trips. The page enables users to explore 33 of the top tourist cities in Southeast Asia within the Grab app as if they were already at the destination. Users can search for places of interest, explore the extensive selection of cuisines and restaurants, and save them to a list.

Related articles: 
Grab Malaysia picks new PR and media agencies   
Grab driver partners take centre stage in ASEAN travel series with KS Lagi   
Grab takes Singapore’s ‘chope’ culture to the next level with restaurant stunt