MILAN (ITALPRESS) – The “Do the right thing” fair in Milan was an opportunity to present the Via Francigena promotion plan supported by the Ministry of Tourism. In fact, as part of the Development and Cohesion Plan relating to the promotion of the Via Francigena, the Ministry of Tourism has disbursed in favor of the Lazio Region, as the lead agency and implementing party of the Plan for the communication and promotion of the intervention, the sum of nearly 1.7 million euros, an allocation that is part of the total 3.8 million euros endowment of Sheet 33 “Via Francigena – Transversal Actions.”
This intervention, under the auspices of the Ministry of Culture, in respect of which Mitur is a beneficiary of the so-called “Transversal Actions,” aims to improve the accessibility and enjoyment of the paths through communication and promotion activities and intelligent signage, interventions that will have positive spillover effects on the territories at the regional and local level.
The resources will be used to implement, among others, the following activities in close collaboration with the 9 regions involved (Valle d’Aosta, Piedmont, Lombardy, Emilia-Romagna, Liguria, Tuscany, Lazio, Campania, Puglia) and the European Association of Vie Francigene (AEVF): Design of promo-advertising campaigns and media strategy and planning; Management of social channels and interregional communication with storytelling dedicated to the Via Francigena; Restyling of the official portal and app of the Via Francigena; International media campaign; Press tour in the 9 regions with international journalists and bloggers; Participation in International Tourism Fairs. (New York-January 2025; Paris, ongoing. Also planned information desk at Santiago de Compostela airport, between May and June 2025).
“The Via Francigena is confirmed as an itinerary of primary importance in the national and international tourism scene,” said Tourism Minister Daniela Santanchè. “The most recent data record a growing attractiveness, with pilgrims coming from as many as 50 different nations, highlighting its global and intercultural dimension. Particularly significant,” notes the minister, “is the interest of the younger generations, with more than 20 percent of walkers under 25, testifying to its ability to intercept different motivations, from spirituality to the search for authentic experiences, to the enjoyment of our priceless cultural and tourist heritage. Therefore, it is our duty to systematize this itinerary and promote it as best we can because it represents a valuable tool for social, cultural and economic growth for the entire nation.”
“However,” Santanchè stresses, “to fully understand the relevance of the Via Francigena, it is essential to consider it as an integral part of a larger and strategically crucial framework: that of the paths. They contribute significantly to the sustainability of the sector, declined in its environmental, economic and social dimensions. Moreover, they play a crucial role in enhancing the authenticity and traditions proper to Italian territories, configuring themselves as a distinctive and unique element in the international tourism scene. Precisely because of these reasons,” the minister concludes, “we have so far invested more than 35 million euros, a part of which is in support of the promotion of the Via Francigena, aimed at the promotion and growth of this important segment of tourism; a testament to how much the Meloni government is investing in the sector, including through a targeted and synergistic strategy on the paths.”
– IPA Agency photo –
(ITALPRESS).
