Tourexpi
Wonderful Indonesia Unveils the Beauty of Its Top Destinations Across Rome with Open Bus Campaign
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.”
Image Credit: © The Indonesian Ministry of
Tourism
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