Wonderful Indonesia Unveils the Beauty of Its Top Destinations Across Rome with Open Bus Campaign

International

Wonderful Indonesia, the official tourism campaign of the Ministry of Tourism of the Republic of Indonesia, is showcasing the country’s breathtaking destinations in the heart of Rome throughout the month of July.

From July 1 to 31, 2025, the Indonesian tourism board is running an engaging Open Bus Tour and Out-of-Home (OOH) advertising campaign to highlight both iconic and emerging travel destinations across Indonesia.

A Rome city tour bus emblazoned with “Wonderful Indonesia” visuals can be seen passing by the city’s landmarks, including the Colosseum, raising awareness among locals and tourists alike. The campaign introduces Italian audiences to Priority Tourism Destinations and Regenerative Destinations such as Lake Toba (North Sumatra), Borobudur (Central Java), Mandalika (West Nusa Tenggara), Labuan Bajo (East Nusa Tenggara), and the renowned island of Bali.

Strategic OOH placements appear in high-traffic areas including Piazza Risorgimento and Piazzale Flaminio. Meanwhile, the open-top bus tour covers Rome’s most iconic spots, including:

· Stazione Termini

· Santa Maria Maggiore

· Colosseum

· Circo Massimo

· Piazza Venezia

· Castel Sant’Angelo

· Via Vittorio Veneto

· Piazza Barberini

According to Statistics Indonesia (BPS), international tourist arrivals reached 1.31 million, marking a 14.01% year-on-year increase. European tourist arrivals in May 2025 totaled 192,235, up 1.06% compared to the previous year, with an average stay of 17.08 nights. These numbers highlight Europe’s – and particularly Italy’s – growing importance as a source market for Indonesian tourism.

Indonesia aims to attract more than 2.7 million European visitors in 2025, representing 17.3% of the total international tourism target. Of those, at least 144,000 are expected to come from Italy.

This campaign forms part of a broader strategic effort by Wonderful Indonesia to enhance its presence in the European market. It supports the Ministry’s flagship programs that promote immersive and authentic travel experiences in areas such as culinary tourism, marine adventures, and wellness travel – all grounded in Indonesia’s rich culture, natural beauty, and hospitality.

Additionally, the campaign underscores Indonesia’s commitment to sustainable tourism and inclusive economic growth, especially during this pivotal summer travel season. It communicates a clear message that Indonesia is ready to welcome international visitors with a safe, warm, and unforgettable experience.

Wonderful Indonesia recognizes the impact of global Out-of-Home advertising campaigns in strengthening brand visibility and positioning Indonesia as a top-tier travel destination. By integrating the country’s image into the daily life of urban audiences, these activations aim to build emotional connections and inspire travel.

“Out-of-home advertising allows us to engage with people in real-time, in real places. By activating in key European cities like Rome, we aim to boost awareness and inspire future travel to Indonesia,” said Widiyanti, Minister of Tourism of the Republic of Indonesia. “This initiative not only promotes our diverse destinations but also contributes to revitalizing Indonesia’s tourism economy and expanding opportunities for local communities.”