Wonderful Indonesia Campaign Brings Cultural and Natural Wonders to Rome

Published on July 22, 2025

Aimed to attract tourists from Europe, the Indonesian Ministry of Tourism and Creative Economy initiated a seducing event in Rome, Italy, in the frame of “Wonderful Indonesia.” Scheduled to be held from July 1 to July 31, 2025, this immersive tourism product aims to introduce the hidden treasures spread around different cultural and natural attractions available in Indonesia.

Bringing the campaign to life at the very heart of the capital city of Italy, the centerpiece of the activity is an open-top bus tour and mobile out-of-home (OOH) advertising. With these programs, the Italian society and international society became vivid with Indonesia’s various landscapes, traditions, and tourist attractions.

This monthlong event is not just an attempt to attract tourists but also a campaign to support Indonesia’s global tourism objectives. Italy is a strategic market for Indonesian tourism, and for years it’s been one of the best European markets. The open-top bus tours taking in some of the most well-known monuments of the city, as well as strategically positioned OOH advertisements, present a striking contrast between the beauty of Indonesia’s natural scenery and the ageless charm of Rome’s historic sites.

The Open-Top Bus Tour: A Moving Showcase of Indonesia’s Top Destinations

A signature element of this campaign is the open-top bus, which was adorned with vibrant visuals and images of Indonesia’s breathtaking destinations. This unique form of transportation allows both tourists and Romans alike to experience a journey through the streets of Rome while being virtually transported to Indonesia. The bus tour, which has been a major attraction, offers a scenic route through some of Rome’s most famous landmarks, including Stazione Termini, Santa Maria Maggiore, Colosseo, Circo Massimo, Piazza Venezia, Castel Sant’Angelo, Via Vittorio Veneto, and Piazza Barberini.

Each stop along the bus’s route provides an opportunity for passengers to view larger-than-life depictions of the nation’s top tourism spots. From the enchanting temples of Borobudur in Central Java to the breathtaking beaches of Bali, these visuals are strategically designed to inspire wanderlust and curiosity. This moving cultural exhibition not only brings attention to Indonesia’s most renowned destinations but also introduces potential travelers to lesser-known gems like Lake Toba and Labuan Bajo

Out-of-Home Advertising: Bringing the Wonders of Indonesia to Life

Complementing the mobile experience of the open-top bus, the Indonesian Ministry of Tourism has launched a series of striking OOH advertisements placed strategically across high-traffic areas in Rome. Locations like Piazza Risorgimento and Piazzale Flaminio have been transformed into visual gateways to Indonesia. In these spaces, oversized billboards showcase iconic images of Indonesia’s landscapes, including the picturesque Lake Toba, the tranquil beaches of Mandalika, and the rugged beauty of Labuan Bajo.

The OOH campaign serves as a powerful tool to capture the attention of busy commuters, tourists, and locals alike. By integrating high-quality imagery and compelling visuals with key messaging, the advertisements aim to evoke strong emotions, inviting people to imagine themselves in Indonesia’s diverse natural and cultural settings. These installations have been placed not only to raise awareness but also to inspire future travel plans, urging travelers to consider Indonesia as a destination that offers more than just a vacation but an immersive cultural experience.

Showcasing Priority and Regenerative Tourism Destinations

One of the primary goals of the Wonderful Indonesia campaign is to spotlight the country’s Priority and Regenerative Tourism Destinations. These locations have been carefully selected for their sustainable tourism efforts, which prioritize environmental conservation, cultural preservation, and community empowerment. The campaign specifically features the following destinations:

Lake Toba – North Sumatra

Nestled in the northern region of Sumatra, Lake Toba is one of the largest volcanic lakes in the world, surrounded by lush hills and dotted with traditional Batak villages. Known for its serene atmosphere, it is an ideal destination for those seeking relaxation and immersion in nature.

Borobudur – Central Java

As the world’s largest Buddhist temple, Borobudur is an awe-inspiring UNESCO World Heritage Site. With its intricate carvings and stunning architecture, the temple draws millions of visitors every year, offering them a chance to explore Indonesia’s rich spiritual history.

Mandalika – West Nusa Tenggara

This emerging destination is located on the southern coast of Lombok Island. Mandalika is quickly becoming known for its pristine beaches, crystal-clear waters, and eco-friendly tourism practices. It is an ideal location for sustainable tourism, featuring eco-resorts, surfing spots, and protected marine areas.

Labuan Bajo – East Nusa Tenggara

Labuan Bajo serves as the gateway to the Komodo National Park, home to the famous Komodo dragons. This small town offers visitors access to some of the most beautiful islands in Indonesia, with pristine beaches, crystal-clear waters, and incredible diving opportunities.

Bali – Indonesia

Bali remains Indonesia’s flagship tourism destination, offering visitors a blend of rich culture, spiritual experiences, vibrant nightlife, and stunning natural beauty. Whether it’s exploring ancient temples or lounging on the beaches, Bali has something for everyone.

These destinations have been selected not only for their beauty but also for their commitment to regenerative tourism practices. By promoting these areas, Indonesia seeks to lead the way in sustainable travel, which is becoming increasingly important in the global tourism landscape.

Strengthening Ties with European Travelers

The Wonderful Indonesia campaign has a specific focus on attracting European travelers, particularly from Italy. According to statistics from Indonesia’s Ministry of Tourism, Europe is expected to contribute a significant portion of the country’s tourism arrivals in 2025. With over 2.7 million European visitors targeted for the year, Italy is projected to be a key source market, with at least 144,000 visitors expected to visit Indonesia. This ongoing campaign is designed to deepen Indonesia’s connection with the Italian market and encourage more Italians to explore the diverse offerings of the archipelago.

In addition to promoting Indonesia’s renowned tourist spots, the campaign aligns with broader trends in European travel preferences. Travelers are increasingly seeking destinations that offer not only beautiful landscapes but also immersive cultural experiences and sustainable tourism practices. Through its promotional activities, Wonderful Indonesia presents a compelling argument for why Indonesia is the ideal destination for those seeking an authentic and responsible travel experience.

Aiming for Sustainability and Economic Growth

Sustainability is at the heart of the Wonderful Indonesia campaign. As the global tourism sector begins to recover from the impact of the pandemic, Indonesia has committed to promoting tourism that supports environmental conservation, cultural preservation, and local economic development. By encouraging visitors to explore lesser-known destinations, the campaign also helps distribute tourism revenue more evenly across the country, benefiting local communities.

Indonesia’s tourism strategy emphasizes the importance of gastronomy, marine activities, wellness, and other experiential travel options. By diversifying the travel experiences on offer, the country aims to offer visitors a holistic and sustainable approach to tourism. These efforts are crucial as the country strives to meet its ambitious tourism goals for 2025 and beyond.

Conclusion

The vibrant representation of Indonesia as a multi-faceted destination offering a wide variety of cultural, natural, and sustainable tourism assets in the Wonderful Indonesia promotional campaign in Rome has managed to become a hit in the European travel market. Since the open-top bus tours and OOH advertising offer a tantalizing glimpse of the diverse splendors found in Indonesia, the drive highlights the importance of slow travel, the notion that the journey itself is the destination—and integral to the future of global tourism. With the country developing into a top destination for globe-trotters in the coming years, efforts like these will ensure that Indonesia remains a key player on the world tourism stage.