Written By: Mamudou Bah

As a Digital Business student, I attended the Visiting Lecturer 2026 Batch 2, organized by the Faculty of Islamic Economics and Business (FEBI), UIN Raden Mas Said Surakarta. The session featured Dr. Nur Zaimah binti Ubaidillah from Universiti Malaysia Sarawak (UNIMAS), Malaysia, who delivered a lecture on “Transport Economics: Towards Sustainable Transport.” The lecture provided valuable insights into how transport systems influence economic growth, environmental sustainability, and technological innovation.

Throughout the session, I learned that transport economics goes beyond the movement of people and goods. It also involves understanding consumer behavior, public policy, infrastructure development, and the role of technology in creating efficient transportation systems. The discussion on travel demand, behavioral intentions, and sustainable transport policies demonstrated how economic decisions and government interventions shape transportation choices. The comparison of car ownership in Malaysia’s urban and rural areas also illustrated how accessibility and income influence transport demand.

From a Digital Business perspective, the lecture was particularly relevant because it highlighted the growing role of digital technologies in transportation. The presentation on Sarawak’s hydrogen buses showed how digital solutions such as real-time bus tracking, Google Transit integration, online ticketing, and e-commerce platforms can improve customer experience and operational efficiency. These innovations demonstrate how digital transformation can create smarter, more sustainable, and customer-centered transportation services while supporting environmental goals.

Attending this lecture expanded my understanding of the connection between digital business, technology, and sustainable development. It encouraged me to consider how digital innovation can address real-world transportation challenges through data-driven decision-making, smart mobility solutions, and digital platforms. As a Digital Business student, I found the session highly inspiring because it demonstrated that future business professionals have an important role in designing innovative, sustainable, and technology-based solutions that create value for society and contribute to economic development.