Slated to showcase the beauty of West Papua until the end of this month, the billboard is part of the latest promotional move from the Tourism Ministry to attract more foreign tourists. Similar ads have reportedly graced four other 3x8 square meter billboards in Times Square. 

Elizabeth Hutagaol, the ministry's media communications head for foreign tourism marketing development, told kompas.com that Raja Ampat was being promoted alongside the theme “Escape to a Magical Place” due to its reputation as the one of the world's most exotic and beautiful diving spots rich in underwater biota.

"It is home to 540 species of coral reef and 75 percent of the world's coral reefs can be found in Raja Ampat," she said.

(Read also: Why American tourists should come to Indonesia)

Eyeing the US as Indonesia’s next potential tourist market, Elizabeth said this was the first time the government had advertized in this way in the country.

Based on the ministry's data, only around 195,855 US citizens visited Indonesia between January and August 2016. "We have to keep promoting [our tourist destinations] to attract more tourists [from the US]," Elizabeth said.

In addition to Raja Ampat, other destinations promoted on giant billboards in the US include surfing haven G-Land Beach in East Java, komodo dragons, Borobudur Temple in Central Java and the Balinese cultural attraction gebogan (flower bouquet). 

These elements of Indonesia were chosen based on the preferences of US tourists, said Elizabeth, adding that the ministry had prepared a budget of Rp 8 billion (US$615,740) to reserve the five billboards for almost a month. (kes)

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