Indonesia’s Ministry of Tourism has brought its Wonderful Indonesia campaign right into the heart of Rome.
Indonesian tourism takes centre stage in the Italian capital throughout this month via an open bus tour and out-of-home (OOH) campaign highlighting the archipelago’s destinations and rich culture.
This initiative focuses on Indonesia’s Priority Tourism and Regenerative Destinations, including Lake Toba (North Sumatra), Borobudur (Central Java), Mandalika (West Nusa Tenggara), Labuan Bajo (East Nusa Tenggara), as well as Bali.
Strategic OOH placements are visible in high-traffic locations such as Piazza Risorgimento and Piazzale Flaminio, while the open-top bus tour traverses Rome’s most iconic landmarks, including Stazione Terminim Piazza Venezia and the Colosseum.
For 2025, Indonesia targets over 2.7 million tourist arrivals from Europe, representing 17.3% of the international tourism target, with at least 144,000 visitors expected to come from Italy.
This campaign is a strategic move to deepen its promotional efforts across Europe.
It also supports the Ministry of Tourism’s flagship programs, which focus on creating authentic travel experiences.
These include gastronomy tourism, marine-based exploration, and wellness 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.
“This initiative not only promotes our diverse destinations but also plays a role unlocking broader opportunities for local communities.”
