One of the promotional activities of Wonderful Indonesia is through advertising on television (TVC). It is aired both on the national television, as well as pay-tv aired in various countries. In 2016, Indonesia was ranked 47 out of 144 countries. The purpose of this study was to find the symbolic meaning of wonderful Indonesia version of A Visual Journey through Banyuwangi. It aims to examine connotative and denotative meaning contained in the advertisement. The identity of Indonesian, culture and philosophy is reflected in the advertisement. Semiotic analysis of Roland Barthes who claimed that social life is a sign of its own system was adopted as a research method. Data was collected through observations and interviews to complete the analysis. The results showed that the video "A Visual Journey through Banyuwangi TVC" contained denotative and connotative meaning. Denotative meaning refers to depiction of Banyuwangi in East Java, such as waterfalls, traveling to there, the uniqueness of natural stone and see the activities of tourists and local people in their daily activities. While the connotative meanings are attributed to Indonesian culture and philosophy, such as humble and harmony.