The Italian Ministry of Tourism, Regions and EAVF are working together to promote the Via Francigena in 2024 and 2025, with a special focus on next year’s Jubilee.
On Friday 22 March 2024 in Milan, on the occasion of the “Fa’ la cosa giusta!” trade fair, the operative agreement with the Italian Ministry of Tourism for the implementation of a Communication Plan within the intervention called “Via Francigena – Transversal Actions” was signed in the presence of the Minister Daniela Santanchè and the Councillor for Tourism and Environment of the Lazio Region, Elena Palazzo. The allocation of 1.69 million euros is foreseen to start all the necessary actions for the promotion of the itinerary, which will see the Lazio Region in the role of leader.
The agreement was also signed by the other regions involved (Aosta Valley, Piedmont, Lombardy, Emilia-Romagna, Liguria, Tuscany, Campania, and Puglia) with the Ministry’s General Directorate for Tourism Enhancement and Promotion.
At the centre of the activities is the promotional work, ranging from the launch of advertising campaigns aimed at various countries around the world to the setting up of dedicated stands at the most important international trade fairs. The improvement of the www.viefrancigena.org website where people can plan and organise their trip is also planned, as well as an update of the Via Francigena App. Press tours will also be organised for journalists, bloggers, and influencers who will be able to show the Via Francigena from their point of view.
The project is carried out in close cooperation with the European Association of the Via Francigena.
It is a project that connects, from north to south, 2,000 km throughout the whole of Italy: a fine example of cooperation between institutions committed together to supporting the Via Francigena itinerary in its infrastructural and international dimension.
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