Wonderful Indonesia Showcases Its Top Destinations in Rome with a Vibrant Campaign

This July, Wonderful Indonesia, the official tourism campaign of the Republic of Indonesia's Ministry of Tourism, is lighting up the city of Rome with a dynamic promotional effort. The campaign runs throughout the month, highlighted by a double-decker bus tour and outdoor advertising that draws attention to Indonesia's most iconic and emerging destinations. Entry points like Piazza Risorgimento and Piazzale Flaminio will feature striking ads, while the bus will navigate past landmarks such as the Colosseum and Santa Maria Maggiore, infusing the city with Indonesian culture and hospitality.

The initiative is designed to foster a deeper connection between Italian travelers and Indonesia, showcasing key tourist destinations like Lake Toba in North Sumatra, the ancient temple of Borobudur in Central Java, Mandalika in West Nusa Tenggara, Labuan Bajo in East Nusa Tenggara, and the famously enchanting island of Bali.

Statistics from Statistics Indonesia (BPS) highlight the surge in international tourism, with 1.31 million arrivals reported recently—a year-on-year increase of 14.01%. Specifically, in May 2025, European tourist visits totaled 192,235, marking a 1.06% increase for the year, with an average stay of over 17 nights.

This puts Europe, and particularly Italy, as a crucial market for Indonesian tourism. For the year 2025, Indonesia anticipates over 2.7 million arrivals from Europe, aiming to cater to 17.3% of its international tourism goals, with at least 144,000 expected visitors from Italy alone.

The Wonderful Indonesia campaign is not merely about increasing tourist numbers; it is deeply rooted in the Ministry of Tourism's flagship programs aimed at providing immersive, personalized travel experiences. These initiatives focus on culinary tourism, marine exploration, and wellness travel, inviting Italian tourists to engage sincerely with local culture, nature, and traditions.

Emphasizing sustainability, the campaign reflects Indonesia's commitment to responsible tourism and inclusive economic growth, especially as the global travel landscape revives during the summer holidays. It communicates a reassuring message that Indonesia is prepared to welcome visitors with warm, safe, and unforgettable experiences.

Widiyanti, the Minister of Tourism of the Republic of Indonesia, stated, "Outdoor advertising allows us to connect with people in real-time, in real places. By activating in key European cities like Rome, we aim to boost awareness and inspire future trips to Indonesia. This initiative not only promotes our diverse destinations but also aids in revitalizing Indonesia's tourism economy and creating greater opportunities for local communities.

The effectiveness of outdoor advertising in enhancing brand presence and elevating Indonesia's reputation as a world-class, welcoming destination cannot be overstated. The campaign targets the urban, mobile audience, seamlessly integrating Indonesia into their everyday experiences.

To keep abreast of the latest developments and offerings, travelers can visit Wonderful Indonesia's official website or follow them on social media platforms like Instagram, TikTok, Facebook, and YouTube.

Topics Travel)

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