Thursday, July 10, 2025
Indonesia invites Italy to come and feel the wonder of its glorious culture and stunning landscapes in the first ever travel campaign in Rome. Wonderful Indonesia takes center stage in the Italian capital from July 1 to 31, 2025, with the country’s cultural heritage, legendary landscapes, and restorative traveling experiences. Through the exhilarating Open Bus Tour and vibrant Out-of-Home (OOH) promotions, the campaign aims at connecting the Rome tourists to Indonesia’s unique cultural heritage and natural marvel, giving them once in lifetime opportunity to get to know a destination where they have it all in store for them in terms of adventuring, authenticity, and memories.
In July, the Wonderful Indonesia campaign, Indonesia’s national tourism promotion campaign, brings the country’s culture, natural beauty, and warm hospitality to the fore in the centre of Rome. The capital city of Italy serves as the canvas for the thematic tourism campaign from July 1 to 31, 2025. The campaign has an Open Bus Tour and Out-of-Home (OOH) advertising in strategic locations. The campaign highlights some of Indonesia’s most renowned and emerging destinations to create a thrilling experience for traveling Italians.
The Wonderful Indonesia campaign is positioned strategically to carry Italy closer to Indonesia’s natural and cultural heritage. It introduces the Italian tourists to the Priority Tourism Destinations and the Regenerative Destinations such as the North Sumatran Lake Toba, the Central Javan Borobudur, the West Nusa Tenggara Mandalika, the East Nusa Tenggara Labuan Bajo, and the stalwart favourite Bali. All these locations, with the combination of history, culture, and natural beauty unique to one another, lie at the centre of the campaign for this year.
Classifying the Vertical Structure of Jakarta
The campaign’s immersive experience lies in the high-traffic Rome points such as Piazza Risorgimento and Piazzale Flaminio, where OOH ads are strategically placed. The emotive graphics give an attractive sneak peek of Indonesia’s diverse landscapes to tempt Italians to think of the archipelago as their next destination for leisure. To follow these advertisements is the Open Bus Tour gliding along some of Rome’s most historic monuments, and for the first time, being able to experience Indonesia in the midst of Rome’s historic beauty.
The bus route passes by the following popular areas:
**Stazione TerminiSanta Maria Maggiore**Colos**Circo Mass**Piazza Venezia**Castel Sant’**Via Vittorio Veneto**Piazza Barberini
As the bus moves along Rome’s busy streets, it presents Indonesia’s diverse offerings in the form of visual experience, from peaceful landscapes to exotic cultural traditions. The movement-based tourism experience draws the attention of locals as well as international tourists, being part of the coverage of the campaign.
Growth in European Interest in Indonesian Tourism
The timing of the campaign couldn’t be more opportune, as Indonesia has been getting more and more popular with tourists from Europe. International tourist arrivals to Indonesia in May 2025 reached 1.31 million, up 14.01% from the same month last year, based on latest figures from Statistics Indonesia (BPS). Europeans lead the charge in this regard, as Italy became the destination’s most important market. Indonesia’s 2025 goal for tourists from Europe is over 2.7 million, equivalent to 17.3% of the international tourism goal. Italy, being historically near Indonesia in culture, aims to send at least 144,000 tourists, for whom this campaign is even more important to grow tourism from Italy and the wider European region.
A Plea for Real and Immersive Travel Experiences
The Wonderful Indonesia campaign entails more than attracting additional tourists, but authentic and immersive traveling experiences. The flagship campaigns by the Ministry of Tourism include gastronomy tourism, marine exploration, and wellness traveling by allowing the Italian tourists to explore deep in the cultural heritage of Indonesia. These sectors cater to the promotion of the interaction with the local communities, culture, and natural beauty of Indonesia by allowing the tourists to experience more from the destination than the mere tourist attractions.
Gastronomy tourism invites tourists to experience Indonesia’s culinary culture by affording them the opportunity to taste local cuisine rooted in the regional cultures of the nation.Tourism along the coast highlights eco-responsible tourist activities along Indonesia’s coast, including visiting marine protected areas, diving, and snorkeling.Wellness tourism presents Indonesia’s serene resorts and traditional health methods, providing travelers the chance to experience peaceful surroundings, incorporating the natural environment as natural therapy.
These activities seek to provide travelers with greater understanding of Indonesia’s culture, way of life, and responsible traveling practices.
A Pledge Towards Sustainable Tourism and Economic Growth
Central to Wonderful Indonesia is Indonesia’s steadfast commitment to sustainable tourism. The campaign calls for green and regenerative tourism practices in order to preserve Indonesia’s natural attractiveness and engender economic benefits for the locals. With the rebound in global travel, Indonesia is crafting its brand as a safe warm destination for international tourists. The concept is to generate an unparalleled traveling experience with tourism growth supporting green and cultural sustainability.
By including regeneration sites, the campaign underscores Indonesia’s dedication to responsible traveling and protecting its environments. It works to balance the development of tourism with the conservation of natural and cultural heritage sites to establish a standard for future tourists to emulate.
The Impact of Out-of-Home Advertising
The Out-of-Home advertising deployment aims to play the central role in promoting the awareness and reach of Wonderful Indonesia. Through placement of advertisements in high-traffic areas, the campaign reaches urban travelers in transit and highlights the appeal of Indonesia. The advertisements assist in bringing people to a standstill with the beauty of the visualization and richness of cultural experiences the nation has to offer.
The Open Bus Tour escalates this influence further by setting up an immersive and dynamic experience to visualize Indonesia. By driving the bus through the capital of Rome, the tour not only presents popular attractions, but it also constructs the emotional attachment between the viewer and the tourism commodities of Indonesia.
What’s Next: Boosting Indonesia’s Global Appeal for Travel
It’s part of a larger initiative to make Indonesia one of the globe’s leading tourism destinations. The Wonderful Indonesia brand conveys the country’s promise to create genuine travel experiences with sustainability and cultural exploration at the core. Improved interest in Indonesia from Europeans has the nation on pace to be one of the world’s major international tourist destinations for 2025 and beyond. With this campaign, Indonesia is not only advertising itself as the best place for tourism but is also creating the ground for more responsible and immersive traveling experiences. With the global community more and more accepting traveling, Indonesia’s culture, nature, and warm hospitality blend is ready to capture the hearts of travelers from around the world. The Wonderful Indonesia Rome campaign is one of those examples of its dedication, giving the Italian tourists a taste of what they would have in one of the most vibrant and warm nations in Southeast Asia.
