India's Incredible India tourism campaign has taken to the streets of Rome, with the Embassy of India in Rome promoting the country's cultural and tourist attractions across the Italian capital through the city's popular Hop On Hop Off (HOHO) buses. The initiative was launched ahead of Prime Minister Narendra Modi's state visit to Italy, scheduled from 19 to 21 May.

Campaign Launch and Reach

The campaign was flagged off by Deputy Chief of Mission Gaurav Gandhi and was announced by the Embassy on social media platform X on Saturday, 17 May. The HOHO buses — iconic red tourist coaches that offer panoramic tours of Rome with multilingual commentaries — carry the Incredible India branding across key routes frequented by tourists. Visitors can board and alight at any stop as many times as they wish, giving the campaign wide and repeated visibility across the city's most-visited landmarks.

Modi's Italy Visit: What's on the Agenda

Prime Minister Modi is travelling to Italy at the invitation of Prime Minister Giorgia Meloni. During the visit, he is scheduled to call on Italian President Sergio Mattarella and hold bilateral talks with Meloni. Modi had previously visited Italy in June 2024 for the G7 Summit. This visit follows sustained leader-level engagement and is anchored by the Joint Strategic Plan of Action 2025–29, which serves as the operational roadmap for the bilateral partnership.

Strategic and Economic Stakes

The visit carries significant economic weight. Italy is India's fourth-largest trading partner within the European Union, 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 stands as the largest Indian investment in Italy to date. On the Italian side, SIMEST has opened an office in New Delhi with a €500 million funding line, while SACE has extended an additional €200 million for small and medium enterprises.

IMEEC and Energy Security

Italy's role in the India–Middle East–Europe Economic Corridor (IMEEC) adds a strategic dimension to the partnership. As a founding member of the corridor, Italy serves as its western anchor, a position reinforced by the activation of the Sparkle-Airtel Blue-Raman submarine cable connecting to Genoa. According to the Embassy, the corridor is designed to stabilise supply chains and strengthen India's energy security. The post-India-EU Free Trade Agreement environment is expected to further unlock scale for both economies.

Soft Power Meets State Diplomacy

The timing of the Incredible India bus campaign — days before a high-level state visit — reflects a deliberate soft-power strategy, using Rome's tourism infrastructure to build cultural visibility at a moment of heightened diplomatic engagement. Italy increasingly views India not merely as a market but as a major power and an indispensable partner for Europe, according to the Embassy's assessment. The visit is expected to deepen ties across trade, connectivity, and strategic cooperation.