Times Square—the iconic Manhattan district known for its towering digital billboards—lights up with the warmth of tropical Southeast Asia this December. Grab, Southeast Asia’s superapp, has unveiled a new series of 15-second ads that celebrate the region’s iconic sights and flavors—from the majestic Rain Vortex at Jewel Changi Airport in Singapore, to Malaysia’s beloved nasi lemak, Indonesia’s breathtaking Pink Beach, Vietnam’s signature pancakes and Thailand’s dramatic Ko Tapu (James Bond Island), just to name a few.
As part of Grab’s mission to drive Southeast Asia forward and better lives and livelihoods, the company has been working closely with tourism boards, merchant- and driver-partners to attract more travelers to the region. Since its listing on the Nasdaq (Nasdaq: Grab) in 2021, Grab has been using Times Square billboard space to feature some of its merchant-partners who serve millions of consumers across Southeast Asia through the Grab app.
This year, Grab’s Times Square campaign seeks to spotlight the vibrant tourism ecosystem in Southeast Asia. The campaign, which runs from 2–12 December 2025, comprises seven 15‑second ads featuring iconic sights and flavours in Cambodia, Indonesia, Malaysia, the Philippines, Singapore, Thailand, and Vietnam. The ads were developed with the support of multiple national tourism boards in the region, inviting travelers to experience the warmth and diversity of Southeast Asia with Grab.
The World Travel & Tourism Council (WTTC)[1] forecasts Southeast Asia’s Travel & Tourism GDP to grow at an average annual rate of 5.5% (total impact) and 5.9% (direct contribution) from 2024 to 2034. In 2024, Travel & Tourism supported one in eight jobs in Southeast Asia. Grab currently operates in over 800 cities across Southeast Asia, serving millions of users. Many long-haul visitors to Southeast Asia combine multiple countries in a single trip, taking advantage of the region’s proximity, air connectivity, and visa facilitation. Through Grab’s superapp, travelers can access safe and reliable rides2 (including private-hire cars, tuk-tuks, and GrabCyclo, a traditional tricycle taxi in Hue City, Vietnam); discover local food at dine-in venues or via delivery; and make cashless payments—providing them with a seamless, multilingual experience from touchdown to trip’s end.
Alex Hungate, President and Chief Operating Officer, Grab, said: “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. With deep local roots and data‑powered technology, we help travelers 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.”
Enjoying Southeast Asia safely and seamlessly through Grab’s superapp
For most Travelers, safety is top priority when they are in a foreign land. Grab’s approach to safety encompasses a wide range of features and initiatives designed to protect everyone on our platform. These include: driver identity verification; Audio Protect, an opt-in feature for an additional layer of security via audio recordings during trips; and Grab Safety Center, which allows riders to share their real-time trip details with loved ones. The Grab app also offers an SOS button for emergencies, which connects riders directly with the local first emergency services, if required.
Some of Grab’s products that are catered specially for Travelers[2] include:
○ To and from airport with ease: Travelers need only to key in their flight number as their destination and they will be sent to the correct terminal and see a flight countdown. They can also schedule airport pickups with Advance Booking that adjusts to real‑time flight updates (in select cities).
○ Travel insurance: Travelers can also purchase travel cover via the Grab app, with premiums that start as low as S$1.95 a day[3]. Ride Cover Plus, is an optional micro‑insurance, that provides personal accident coverage during a Grab ride and for up to 24 hours after.
○ Travel bundles: Grab Travel Pass offers country-specific ride and dining discounts for travelers.
○ Dining: Travelers can also discover great local eateries with Grab Dine‑Out deals.
○ In‑app translation and navigation support: Easily accessible translation function helps to bridge language gaps between riders and driver-partners. Travelers can also access translated menus in select cities; as well as visual guides in select venues, such as airports, to help them locate the right pickup points quickly, reducing missed connections and wait times.
○ Payments: Travelers who want to pay via QR at local small businesses can create an eWallet within Grab and top-up using major international cards. They can also pay for Grab services with alternative payment methods such as Alipay, KakaoPay and Weixin Pay.
