The European Association of the Via Francigena Ways (EAVF) and the Via Francigena return from Fa’ la cosa giusta! 2025: the story ‘for those who saw it and for those who weren’t there.’
With an ever-larger and more innovative stand – dedicated in the Jubilee year to the arrival in St. Peter’s Square – the Via Francigena and AEVF did not miss the appointment with Fa’ la cosa giusta! 2025, the fair created by the publishing house Terre di Mezzo, which returned to energize the cultural scene of Milan from March 14-16.
The twenty-first edition of the event, dedicated to critical consumption and sustainable lifestyles, took place this year at the new location of Fiera Milano Rho, hosting a record-breaking 52,200 visitors in an exhibition space of 30,000 square meters, divided into four different thematic areas.
Same team again!
Once again, after last year’s great response, EAVF and expert partner SloWays joined forces to offer visitors a 360º view of the Via Francigena.
From information about the route and travel organization to the latest news, from organized tours to the highly requested Via Francigena merchandise, the stand welcomed hundreds of visitors over the three days of the fair, including seasoned adventurers, newcomers to the path, and curious individuals eager to take their first steps along the route.
And speaking of teamwork, as is tradition, there were activities in collaboration with our partners: the unmissable ‘Weigh the Backpack‘ game (with gifts kindly offered by our partners Ferrino, Garmont, Terre di Mezzo, and Camminare Comodi), the presentation of the 2025 pilgrim agreements with Flixbus, Trenitalia, Regionale, and Trenord, as well as a preview of upcoming events for new outdoor walks along the Via Francigena:
- The calendar of free excursions ‘I love Francigena – Coop Outdoor 2025’
- The Francigena Fidenza Festival 2025
- The walks of Davide Fiz with the Smart Walking project along the Via Francigena in Italy, to which anyone can join.”
A packed schedule of events
Not only activities at the stand. Fa’ la cosa giusta! 2025 was an edition marked by numerous events and talks within the rich cultural program of the fair, with the public and the EAVF team involved in various debates and interesting opportunities for discussion on the role of pilgrimage routes as a driving force for tourism that is increasingly green, sustainable, and accessible.
The cultural program of the Great Pathways Pavilion opened with a touching moment dedicated to the memory of Massimo Tedeschi, founder of the European Association of the Via Francigena Ways in 2001 and EAVF President for 23 years, whose forward-thinking European vision was crucial for the growth and enhancement of the Via Francigena. At the conclusion of the tribute, the pilgrim’s staff, crafted by the artisan ‘Girumin‘, was presented to his son Marco Tedeschi by Miriam Giovanzana, Director of Terre di Mezzo, and Francesco Ferrari, President of EAVF.
During the following events, the ‘Francigena team’ was involved in various sessions: President Francesco Ferrari, Director Luca Bruschi, Project Manager Sami Tawfik, and Communications Manager Simona Spinola participated in discussions on accessibility, the Jubilee, cycling tourism, as well as a meeting with students from the ‘School Project‘ on the morning of Friday, March 14.
Among the highlights:
- The event ‘Via Francigena and the Jubilee. The promotion project by the Ministry of Tourism and the Regions‘ with the presence of Tourism Minister Daniela Santanchè;
- The presentation of the accessibility guide created by EAVF and Regione Lombardia, which took place during the meeting ‘Accessibility and Pilgrimage Routes: A Right for All’;
- The launch of the new collaboration between EAVF, FIAB, and Movimento Lento, introduced during the event ‘Jubilee 2025: Slow Steps to Rome‘;
- The meeting ‘The Rebirth of the Via Francigena in the South: A Path to Rome and Jerusalem,’ presented by the representative for the development of the Via Francigena in the South, Angelofabio Attolico;
- Gaëtan Tornay – EAVF Vice President and President of SAVF – and Nicole Franciolini, Social Media Manager, discussed the Via Francigena on an international level, particularly in Switzerland, presenting the route, travel tips, a brief exploration of the Grand Saint Bernard Pass in winter, and the new Italian brochures distributed by SAVF.
A glance at Europe
During Fa’ la cosa giusta! 2025, two important European projects were presented to the public, with EAVF and the Via Francigena as key players alongside various international partners and European pilgrimage routes. At the stand of the Puglia Region, Communications Manager Simona Spinola outlined the details of HIKE, the Erasmus Sport project that promotes healthy lifestyles, engaging walkers and non-walkers in outdoor experiences along the Via Francigena, with free sporting and cultural activities. The fair also served as a valuable opportunity to promote the benefits of the DETOUR project, funded by the COSME programme, which supports small and medium-sized enterprises along the Pavia-Rome section of the route. This includes a training programme, specialized consulting, and access to funding to develop innovative projects in the slow tourism sector. The fair also featured the walking initiatives in Champlitte, involving schools as part of the Erasmus Young Pilgrims Programme.
A great celebration
Among familiar faces and new friends, Fa’ la cosa giusta! once again proved to be a moment of meeting, exchange, and great celebration for all the enthusiasts of the Via Francigena and pilgrimage routes. What made it even more special this time was the collective mural ‘For me, the Via Francigena is…’, which gathered dedications, thoughts, memories, and good intentions from both long-time fans of the route and those planning to take their first steps along it soon.
As this successful edition comes to a close, our thanks go first and foremost to all of you who visited us at the stand and enthusiastically participated in the various activities. A big THANK YOU also goes to Terre di Mezzo for their dedication in organizing an event that has truly become like home, allowing us to share precious moments with a growing Francigena Family.
Goodbye Fa’ la cosa giusta! We’ll see you next year for the celebrations of EAVF’s 25th anniversary!
