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India's 'Incredible' Tourism Campaign Takes Rome by Storm on Red Buses

India's 'Incredible India' tourism campaign has taken center stage in Rome, promoted through 'Hop On Hop Off' tourist buses. The campaign was flagged off by Deputy Chief of Mission Gaurav Gandhi ahead of Prime Minister Narendra Modi's visit to Italy. The initiative aims to showcase India's cultural and tourist attractions to European travelers. This visit follows intense leader-level engagement and highlights Italy's view of India as a major power and indispensable partner.

Key Points: 'Incredible India' Campaign on Rome's Hop On Hop Off Buses

  • Campaign flagged off by Deputy Chief of Mission Gaurav Gandhi
  • 'Hop On Hop Off' buses offer panoramic tours with multilingual commentary
  • Launched ahead of PM Modi's Italy visit from May 19-21
  • Italy is India's 4th largest EU trading partner with $16.77 billion bilateral trade in 2025
2 min read

'Incredible India' tourism takes spotlight in streets of Rome with popular buses

India promotes tourism in Rome via 'Hop On Hop Off' buses ahead of PM Modi's Italy visit, showcasing cultural attractions to European tourists.

"Incredible India on the move in Rome - Embassy of India in Rome"

Rome, May 17

India's cultural and tourist attractions are being promoted across Rome through popular 'Hop On Hop Off' buses, the Embassy of India in Rome said.

"'Incredible India' on the move in Rome, India's cultural and tourist attractions are being promoted across Rome through popular 'Hop On Hop Off' buses," the Embassy of India in Rome said on social media platform X on Saturday.

According to the Embassy, the campaign was flagged off by Deputy Chief of Mission Gaurav Gandhi.

'Hop On Hop Off' (HOHO) buses are red tourist buses that offer a panoramic tour of Rome with multilingual commentaries.

Tourists can hop on and hop off the buses as many times as they want.

The campaign was launched by the Indian Embassy ahead of Prime Minister Narendra Modi's visit to Italy from May 19 to May 21.

Prime Minister Modi is visiting Italy at the invitation of PM Giorgia Meloni.

The Prime Minister had last visited Italy in June 2024 for the G7 Summit.

During the visit, PM Modi will call on the Italian President Sergio Mattarella and hold talks with Prime Minister Meloni.

The visit comes after intense leader-level engagement and is anchored by the Joint Strategic Plan of Action 2025-29, which serves as the operational roadmap for the partnership.

Italy increasingly views India not just as a market, but as a major power and an indispensable partner for Europe.

Italy's championing of India-Middle East-Europe Economic Corridor (IMEEC) as a founding member, with the Sparkle-Airtel Blue-Raman submarine cable to Genoa now activated, makes it the western anchor of the corridor.

IMEEC ensures not just stability of supply chains but also gives a boost to India's energy security.

Italy is India's fourth largest trading partner in the EU, with bilateral trade reaching $16.77 billion in 2025 and a target of €20 billion by 2029.

Tata Motors' €3.8 billion acquisition of the Iveco Group is the largest Indian investment in Italy till date, while Italy has opened a SIMEST office in Delhi with a €500 million funding line, and SACE has added €200 million for SMEs.

The post-India-EU Free Trade Agreement environment unlocks fresh scale for both sides.

- IANS

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Reader Comments

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Priya S
Hop on Hop off buses are perfect for tourists! I remember using them in Rome myself. This will definitely create curiosity about our heritage sites, food, and festivals. Great initiative by the embassy.
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Rohan X
Brilliant timing with PM Modi's visit. Italy has always been a great partner. The IMEEC corridor and Tata's investment in Iveco show real substance behind these cultural exchanges. Bilateral trade target of €20 billion is ambitious but achievable!
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Nisha Z
Just hope this isn't just a photo op and actually brings more tourists to places beyond the Golden Triangle. Our villages, Northeast, and coastal areas need visibility too. But yes, Rome is a great stage. Let's see the footfall numbers later! 🤞
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David E
As an American who loves India, I think this is fantastic! The HOHO buses are iconic in Rome. Seeing India's culture there will make millions of European tourists aware of what they're missing. Already planning my next trip to Kerala and Rajasthan!
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Kavya N
Love how they're using multimedia - multilingual commentaries on the buses means even non-English speakers in Italy can learn about India. Small things like this make a big difference in soft diplomacy. My friend in Rome saw the bus and sent me a video! 😍
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Rahul Q

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