Wonderful Indonesia Showcases Bali, Borobudur, and More Through Open Bus Tour in Rome: A Cultural Push for Italian Travelers

Published on July 22, 2025

The Indonesian Ministry of Tourism and Creative Economy has kicked off a month-long campaign in the most glowing stretch of Rome, in an interesting move to mesmerize travelers to Italy. From 1st of July until 31st of July 2025 the colourful open-top bus tour and bold out-of-home (OOH) advertising reveals just some of the beautiful locations of Indonesia. This will further showcase Indonesia’s dedication towards cultivating international tourism relations, specifically with Italy as one of Europe’s key markets.

The Wonderful Indonesia campaign, renowned for its compelling storytelling of the nation’s vast cultural and natural wonders, has taken the Italian capital by storm. From its serene beaches to historical landmarks and rich heritage, the country is showcased in a bold effort to inspire future travel. The focus of this campaign is on Indonesia’s Priority and Regenerative Tourism Destinations—places that not only promise memorable travel experiences but also reflect the country’s ethos of sustainability and cultural preservation.

The Open-Top Bus Tour: A Journey Through Rome

Travelers in Rome are invited to experience a dynamic cultural exchange with Indonesia through a specially designed open-top bus tour. Visitors have the unique opportunity to see the sights of the Eternal City while learning about Indonesia’s enchanting destinations. The bus tour covers some of Rome’s most iconic landmarks, including Stazione Termini, Santa Maria Maggiore, the Colosseo, Circo Massimo, and Piazza Venezia. At every stop, passengers are greeted with visuals that highlight the splendor of Indonesia, from Bali’s serene beaches to the cultural richness of Borobudur and the tranquil beauty of Lake Toba in North Sumatra.

This integration of Indonesian culture within Rome’s famous tourist routes allows Italians and international visitors alike to see the close-knit connection between both cultures. The tour not only promotes travel to these unique destinations but also invites Italians to envision themselves immersed in the islands’ natural beauty and ancient traditions.

Spotlighting Indonesia’s Best Destinations for Italian Travelers

The Wonderful Indonesia programme seeks to promote attractions in Indonesia that are not only touristy but also core to the Ministry’s tourism efforts. Indonesia’s most well-known island, Bali, continues to be an international attraction via this campaign, which transports travelers there with its picturesque beaches, arts culture, and lavish resorts. But the campaign extends beyond Bali to encompass lesser-known jewels now being recognised by travellers around the world.

Among the highlighted destinations are Lake Toba in North Sumatra, one of the largest volcanic lakes in the world, and the historical wonder of Borobudur in Central Java. Both destinations are part of Indonesia’s broader tourism strategy, emphasizing Regenerative Tourism—a concept that focuses on the positive impacts of travel on both the environment and local communities. These places are being presented as more than just vacation spots; they are destinations that offer deep cultural experiences and natural beauty while prioritizing sustainable tourism practices.

Additionally, Mandalika in West Nusa Tenggara and Labuan Bajo in East Nusa Tenggara, both known for their emerging tourism potential, are gaining traction as key alternatives for travelers seeking less crowded, more authentic experiences. Through the campaign, visitors are invited to explore these regions, with their pristine beaches, conservation efforts, and local hospitality.

Out-of-Home Advertising in High-Traffic Roman Locations

In parallel to the open-top bus tour, the Indonesian tourism campaign uses strategic out-of-home (OOH) advertising in Rome’s busiest districts. High-visibility ads are positioned in places such as Piazza Risorgimento and Piazzale Flaminio, two of the city’s most frequented areas. These OOH placements serve as constant reminders to the public of Indonesia’s tourism offerings and the incredible opportunities for exploration that await them.

OOH advertising is an effective tool for connecting with busy, on-the-go travelers, and the Ministry of Tourism is leveraging this strategy to ensure that Indonesia remains top of mind for potential European tourists. With the ads providing dynamic imagery of Indonesian landscapes, travelers can easily picture themselves relaxing on Bali’s golden sands or exploring the ancient stone carvings of Borobudur.

A Commitment to Sustainability and Regenerative Tourism

The campaign also aligns with Indonesia’s sustainability goals and its broader commitment to regenerative tourism. As the global tourism sector faces growing challenges related to overtourism and environmental impact, Indonesia is positioning itself as a leader in responsible travel. By showcasing destinations like Lake Toba and Borobudur, the campaign emphasizes the importance of preserving cultural heritage and natural landscapes while offering enriching, mindful travel experiences to visitors.

This push for sustainable tourism is not just about preserving the beauty of Indonesia but ensuring that local communities benefit from increased tourism. In line with this, the campaign promotes local businesses, authentic experiences, and wellness activities that foster a deeper connection between travelers and the destinations they visit.

Looking Forward: Strengthening Ties with Italy

With a target of attracting over 2.7 million European travelers in 2025, including 144,000 from Italy, this campaign is an essential part of Indonesia’s larger goal of becoming a top destination for European tourists. By showcasing the country’s diverse attractions and unique cultural experiences, the Ministry of Tourism hopes to inspire long-term relationships with Italian travelers.

As the campaign progresses, it will continue to foster mutual understanding between Italy and Indonesia, reinforcing cultural ties and enhancing travel possibilities between both countries. For Italians, this is a perfect time to explore a different side of Southeast Asia—a region brimming with culture, history, and unspoiled natural beauty.

Conclusion: A Month of Discovery and Inspiration

For the Wonderful Indonesia campaign in Rome bridges two proud and lively culture. With its fun and informative open-top bus tours and well-strategized placement of out-of-home advertising, it brings to the fore Indonesia’s wide range of sustainable travel alternatives. Travellers to the city will be encouraged to travel to the most iconic and emerging Indonesian destinations, and familiarise themselves with the diverse cultural heritage and sustainable travel initiatives the country has to offer. And not only a marketing push, but an invitation to travelers from Italy to get in on the ground floor of one of the most alluring destinations the world has to offer.