Just like previous years, slso this year the Via Francigena did not miss “Fa’ la cosa giusta!”, the trade fair in Milan dedicated to critical consumption and sustainable lifestyles organized by the publishing house Terre di Mezzo. The event, by now a solid point of reference in Milan’s green scene, attracts hundreds of operators, institutions and associations from all over Italy every year, as well as thousands of visitors interested in best practices linked to critical consumption and the enhancement of territorial excellence.

3 days of the fair in only 40 seconds: WATCH THE VIDEO

A double birthday: an edition marked by celebrations

This year, the “Fa’ la cosa giusta!” fair celebrated its 20th edition with very successful numbers: almost 40,000 visitors and 475 exhibitors throughout the three days at the Allianz MiCo exhibition space. Among the exhibitors, there were numerous stands in the area dedicated to “Conscious Tourism, Walks and Outdoor”, part of the third edition of the “Fiera dei Grandi Cammini“, the most important and unmissable event in Italy on walking and cycling.

“If twenty years ago we had been asked to express a wish for the future, perhaps our imagination would not have gone so far. Instead, here we are once again during this long weekend in which the work of a whole year comes to fruition, in which the small steps that each of us has taken go to delineate a single Path,” said Terre di Mezzo in a press release at the end of the event.

Candles on the cake also for the Via Francigena, which in 2024 celebrates its thirtieth anniversary as ‘Cultural Route of the Council of Europe’, obtained in 1994. An anniversary that will be celebrated all year round, with an unmissable programme of events aimed at hiking lovers and the rich panorama of organisations, associations, operators and institutions gravitating around the Via Francigena.

Activities, visitors, and 2024 novelties at the Via Francigena stand

From Via Francigena “veterans” to curious people looking for information to organise their first adventure: there were many visitors at the EAVF stand, shared on this occasion with our partner sloWays.

Many were the activities during the three days of the fair, organised in collaboration with EAVF’s partners CAMCO, Ferrino, Garmont, sloWays, AllTrails, Coop, Flixbus and Trenitalia, which involved hundreds of participants. The luckiest ones – their names will be revealed on EAVF’s social media channels on 5 April! – will receive free hiking equipment by Ferrino, Garmont and CAMCO, or a voucher to the value of 100 euro on a sloWays trip.

And finally… maps, pins, brochures, postcards, and lots of questions about the Via Francigena, but not only: an important novelty at the stand was the calendar of free group hikes, starting in April with the walks of the Francigena Fidenza Festival and from May to October with the 2024 edition of “Coop Outdoor – I love Francigena“.

The perspectives of the Via Francigena: Memorandum of Understanding signed with the Ministry of Tourism

Il cammino della Via Francigena prosegue in discesa e il suo futuro passa anche da “Fa’ la cosa giusta!” 2024: durante la conferenza stampa di apertura dell’evento è stato presentato il protocollo di intesa tra AEVF e il Ministero del Turismo alla presenza della Ministra Daniela Santanchè e dell’Assessora al Turismo e Ambiente di Regione Lazio Elena Palazzo. Il Protocollo si affianca all’accordo operativo tra Ministero del Turismo e regioni che prevede lo stanziamento di un milione e 690mila euro per avviare tutti gli interventi necessari alla promozione del cammino. Ne abbiamo parlato qua:

During the opening press conference of the event, a protocol of understanding between EAVF and the Italian Ministry of Tourism was signed in the presence of Minister Daniela Santanchè and Lazio Region Councillor for Tourism and Environment Elena Palazzo. The protocol complements the operational agreement between the Ministry of Tourism and the regions, which provides for the allocation of 1.69 million euros to initiate all the actions necessary to promote the itinerary. We also talked about it here:

• Italian Ministry of Tourism and EAVF sign a protocol to promote and internationalize the Via Francigena
• Italian Ministry of Tourism, Regions and EAVF together for the Via Francigena

Also this year, the participation of the Via Francigena in “Fa’ la cosa giusta!” marked the official start of the walking season! Stay tuned to the EAVF communication channels for all the news and upcoming events!