Indonesia brings culture and destinations to Rome via open bus tour and OOH push

Indonesia – Wonderful Indonesia, the official tourism campaign of Indonesia’s Ministry of Tourism, has launched a month-long initiative in Rome featuring a vibrant open-top bus tour and out-of-home (OOH) advertising spotlighting the country’s most iconic and up-and-coming destinations.

Running from July 1 to 31, 2025, the campaign brings Indonesia’s culture, natural landscapes, and hospitality to the Italian capital.

The initiative aims to strengthen ties with Italian travellers by highlighting the country’s Priority and Regenerative Tourism Destinations, including Lake Toba (North Sumatra), Borobudur (Central Java), Mandalika (West Nusa Tenggara), Labuan Bajo (East Nusa Tenggara), and Bali.

The campaign supports the Ministry’s broader tourism strategy, which includes promoting gastronomy, marine activities, and wellness experiences to offer visitors more immersive and locally grounded travel options.

It also aligns with Indonesia’s commitment to sustainable tourism and inclusive economic development amid growing global travel demand during the summer season.

For 2025, Indonesia is targeting over 2.7 million tourist arrivals from Europe—about 17.3% of its international tourism goal—with at least 144,000 expected to come from Italy.

By deploying international OOH campaigns in key urban centres like Rome, Wonderful Indonesia seeks to raise awareness and visibility among European audiences, positioning the country as a diverse and welcoming destination.

OOH placements are located in high-traffic areas such as Piazza Risorgimento and Piazzale Flaminio, while the open-top bus tour passes through major Roman landmarks including Stazione Termini, Santa Maria Maggiore, Colosseo, Circo Massimo, Piazza Venezia, Castel Sant’Angelo, Via Vittorio Veneto, and Piazza Barberini.

“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 Putri Wardhana, Minister of Tourism of the Republic of Indonesia.

She added, “This initiative not only promotes our diverse destinations but also plays a role in revitalising Indonesia’s tourism economy and unlocking broader opportunities for local communities.”