Grab Thailand is leveraging Thai culture and traditional wisdom to boost tourist revenue and advance the nation’s economic development. The company reported that its ride-hailing and delivery services for international visitors added 15 billion baht to Thailand’s economy between 2023 and 2025. According to Grab Thailand, the strategy involves linking its services with cultural tourism and local commerce.
Economic Impact and Market Position
Grab claims its services have injected a significant amount into the Thai economy. The company also revealed its gross profit rates have remained unchanged for several years, at 30% for food delivery and 20% for ride-hailing. Grab has not raised its maximum GP fee cap of 30% in six years since the pandemic,
said Chantsuda Thananitayaudom, country head of Grab Thailand. The local food and beverage industry is valued at 700 billion baht, with Grab claiming a 20% penetration rate in the food delivery market, valued at 160-170 billion baht.
Grab Unveils TASTE Tourism Framework
Grab has unveiled its TASTE framework, aiming to connect transport, food delivery, and shopping with cultural tourism, traditional arts, community commerce, and culinary heritage. The strategy comprises five pillars: Travel, Awake, Support, Transform, and Elevate. After signing a memorandum of understanding with the Culture Ministry in October, Grab seeks to draw in high-value cultural tourists by showcasing destinations, restaurants, and local products away from conventional tourist paths. The company documented over 3.6 million trips to cultural sites in Thailand throughout 2025, with the top five attractions favored by international tourists being Wat Arun, Wat Pho, the Sanctuary of Truth, the Ancient City in Samut Prakan, and the Jim Thompson House Museum.
Grab Pushes for Regulatory Review
Grab sees opportunities to translate Thailand’s cultural appeal into income for local businesses and extend its reach to consumers across Southeast Asia. We have 54 million users across Southeast Asia whom we can connect with local communities,
Ms Chantsuda noted, adding that tourists account for about a quarter of Grab’s user base in Thailand. The company is also calling on the Trade Competition Commission of Thailand to reconsider its regulations concerning the trade practices of digital ride-hailing and on-demand delivery platforms, with a public hearing on the draft held from Nov 4 to Dec 3.
