The European Association of the Via Francigena launches a cycle of webinars reserved for association’s partners in hospitality sector and Trail Angels friends’ associations. The first webinar of this kind took place on 27 May and was focused on communication strategies in the times of Covid-19.

The initiative aims at improving pilgrim’ hospitality services, stimulating increase in tourism flows and generating concrete economic benefits via smooth information flow and direct involvement of the Via Francigena actors from private sector.

The webinar of 27 May was introduced by Luca Faravelli, EAVF project manager, and conducted by Alberto Renzi, expert in marketing and tourism communication, and Alberto Conte, President of the Slow Movement Association and Via Francigena technical consultant.

The topics of the meeting were defined by the results of a recently launched questionnaire distributed by the EAVF among accommodation facilities and partners.

The webinar focused on:

• new tourist trends: proximity, security and isolation;
• slow tourism as a resource to start again;
• how to communicate in the time of Covid-19?
• services and safety for pilgrims.

The Via Francigena represents an alternative to crowded beaches and mass tourism, which easily involve crowds and a potential risk of contagion.

The need to immerse yourself in nature, a desire to rediscover beauty of small villages hidden in Italy far from large tourist flows perfectly matches the philosophy of the Via Francigena on foot or by bike.

Promoting these travel methods also means concretely contributing to the revitalization of the tourism sector, while maintaining conditions of safety in the face of the complex health situation.