Author: Redazione AEVF

From May 2024, St. Peter’s Basilica will launch a welcoming service for pilgrims travelling along the Via Francigena, the Romea Strata, and the Via Romea Germanica. Thanks to the collaboration between the Fabbrica di San Pietro and the Homo Viator Foundation – San Teobaldo of the Diocese of Vicenza, pilgrims from around the world will be warmly welcomed upon their arrival in Rome, before they reach the tomb of St. Peter. Cardinal Mauro Gambetti, Archpriest of St. Peter’s Basilica and President of the Fabbrica di San Pietro, shared with our Association how this project came about, aiming to provide pilgrims with an appropriate and spiritual welcome during their journey.

A project of welcome for the journey of faith

“This project was born from a meeting with Don Raimondo Sinibaldi and other enthusiasts of pilgrimage routes, with whom we shared the desire to offer pilgrims a proper welcome at St. Peter’s”, explained Cardinal Gambetti. The collaboration between the Fabbrica di San Pietro and the Homo Viator Foundation was a concrete response to the needs of pilgrims, offering them a place to rest and reflect before arriving at the Basilica. The Foundation, with its experience in managing hospitality services, made this service possible thanks to the volunteers who were already providing welcome services in the Holy Land.

Gambetti added: “The attention and closeness help pilgrims feel more welcomed and appreciated in this unique place, which is dear to all the faithful around the world.” The goal is to foster reflection and prayer, providing those who come from afar with a space to find inner peace after their long physical and spiritual journey.

Monitoring arrivals: data and growth in the flow of pilgrims

The welcome service also includes careful monitoring of the pilgrims arriving at St. Peter’s. Each pilgrim is asked to complete a form with essential information such as the starting point, the motivation for the journey, and the means of transportation used. Thanks to this data, a significant increase in arrivals has been recorded. “We saw a 74% increase between 2023 (3,319 forms) and 2024 (5,576).” The majority of pilgrims are men aged between 50 and 69, mostly travelling on foot, confirming the growing popularity of the Via Francigena and the Roman Ways.

The crucial role of volunteers in hospitality

A key aspect of this project is the role of volunteers. Every day, four volunteers – two in the morning and two in the afternoon – are present to ensure continuous hospitality at the Basilica’s Welcome Area and at the “Varco Oranti” in St. Peter’s Square. As Gambetti explains: “The volunteers’ task is to offer attention to those who, after a long physical and spiritual journey, wish to feel well-received in this unique and holy place.”

The service also includes the handing over of the “Testimonium“, a special certificate confirming participation in the pilgrimage, produced on parchment with the icons of Saints Peter and Paul. This symbolic gesture represents a recognition of the spiritual journey made by each pilgrim, regardless of the distance travelled, as long as it is no less than one hundred kilometres.

The Via Francigena: a physical and spiritual journey

The Via Francigena is not only a physical journey but also an inner journey, and thanks to the welcome project of the Fabbrica di San Pietro, pilgrims can feel received, supported, and respected in an environment that fosters spiritual reflection. It is a tangible sign of how the journey can unite people from all over the world, creating a network of solidarity and hospitality that transcends physical and cultural distances.

Opening hours of the information point: Monday, Tuesday, Thursday, Friday, Saturday, Sunday: 07:30 – 18:00
Wednesday: 13:00 – 18:00

For further information, the Welcome Office of St. Peter’s Basilica can be contacted through the following channels:
Email: accoglienza@fsp.va – Tel. +39 06 6982 (switchboard)

The AEVF General Assembly returns to France: the magnificent city of Troyes, capital of the Aube department, located in the heart of the Champagne region, will host the next General Assembly of the EAVF and a series of cultural initiatives from 15 to 17 May.

After Pavia, Vevey, Fidenza, and Monte Sant’Angelo, the EAVF General Assembly returns to France, where it has not been held since the event in Calais in May 2023. The network of the European Association of the Via Francigena ways, which now has 249 members and 96 affiliated associations, will gather on this occasion in the Grand-Est region, specifically in Troyes. This city, renowned for its Champagne and located approximately 40 km from the Via Francigena route, is the capital of the Aube department, a member of the EAVF.

The first Assembly of 2025, the Jubilee Year, will be a moment of great significance for all entities linked to the Association and the Via Francigena route, as it will see the renewal of the Association’s governing bodies, approved during the extraordinary General Assembly held in Fidenza on 30 July 2024. On that occasion, the Assembly unanimously elected Francesco Ferrari as the new president of the EAVF, succeeding the late President Massimo Tedeschi.

In addition to the renewal of the governing bodies, the agenda of the Assembly includes the admission of new members, the approval of the financial statements, an update on the progress of the UNESCO application, and promotional initiatives planned throughout the year. Special attention will be given to actions aimed at increasing the international visibility of the entire European route, as well as the promotional plan for the Via Francigena supported by the Italian Ministry of Tourism. Significant attention will also be dedicated to EAVF’s European projects: HIKE, DETOUR, and the Erasmus Young Pilgrims Programme, which, starting in March, will feature a series of walks in France, in Champlitte, with the participation of selected Italian schools.

Scheduled Initiatives

The Assembly will take place on Friday, 16 May, but beyond the official proceedings, a rich programme of cultural initiatives and social events is planned from Thursday, 15 May to Saturday, 17 May.

Day 1 – Thursday, 15/05/2025

After the arrival of AEVF members and friends, an evening meeting is scheduled, featuring a guided tour and a networking aperitif at the Cité du Vitrail – Hôtel-Dieu-Le-Comte.

Day 2 – Friday, 16/05/2025

The day begins with a guided tour of Troyes. Meanwhile, a participatory meeting involving municipalities, associations, and private entities will take place for stakeholders of the Aube department.

At 12:30, a light lunch and networking session will be held at the Aube Congress Centre, Espace Grands Lacs – Temple. At 14:00, participant registration will begin, followed by the Assembly from 14:30 to 18:00, with interpretation services available in Italian, English, and French.

At the end of the day, a social gathering will include an aperitif organised by EAVF partners involved in the Sosta&Gusta (“Stop&Taste”) project, followed by dinner at Le Bistroquet restaurant.

Day 3 – Saturday, 17/05/2025

The closing day will start with a guided tour of Bar-sur-Aube (departure at 08:00), followed by a short walk on the Via Francigena, covering approximately 2.5 km, leading to Baroville.

The programme will continue with a visit to the Barfontarc winery and a light lunch featuring Champagne, Parmigiano-Reggiano cheese, Toscano PDO ham, and other regional delicacies.

The return to Troyes is scheduled for 14:00, with an estimated arrival at 15:30.

NB: PLEASE REVIEW THE PROGRAMME CAREFULLY AND REGISTER IN ADVANCE WHERE REQUIRED FOR THE VARIOUS EVENTS DETAILED WITHIN IT.

VIEW THE PROGRAMME REGISTER

BY FILLING IN THE FORM

After these three days in Troyes, the AEVF General Assembly will meet again in Rome on 7 November 2025.

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!

As part of the project “The Via Francigena in Lombardy. Towards the Jubilee 2025”, the European Association of the Via Francigena ways (EAVF), with the support of the Lombardy Region, has carried out an innovative study, leading to a project that marks a fundamental step for accessible tourism: a handbook on the accessibility of walking routes. This tool aims to make the Via Francigena and other walking routes accessible to everyone by removing physical, sensory, and digital barriers and implementing targeted and strategic corrective and improvement actions.

The handbook is not just a technical guide; it introduces a structured working method to ensure accessibility for people with different mobility and usability needs. In addition to providing practical guidelines for creating inclusive routes, the text has been developed following the principles of High Readability, making it easier to read for those with visual or cognitive difficulties. Among the innovations introduced, the use of specific fonts, optimised layouts, and textual descriptions for images make this document a benchmark for accessibility in Italian walking routes.

The document has been designed as a working tool for professionals in the tourism sector, with a specific focus on developing and promoting outdoor experiences. It is therefore intended for:

• Regional authorities and public institutions responsible for walking routes and cultural itineraries
• Companies involved in the promotion of walking routes and cultural itineraries
• Associations managing and promoting walking routes and cultural itineraries
• Environmental hiking guides and mid-mountain guides working on and for walking routes and cultural itineraries

The handbook on the accessibility of walking routes was also discussed during the Fa’ la cosa giusta! trade fair on Friday, 14 March, in Milan, as part of the event “Accessibility and Walking Routes: A Right for All”.

The significance of this project is highlighted by Francesca Caruso, Lombardy Region’s Councillor for Culture, who states: “Walking is for everyone. And everyone must be able to do it. With this handbook, we are committed to breaking down barriers and making our routes welcoming for all because walking is a right.”

Francesco Ferrari, President of EAVF, also underlines the inclusive value of this initiative: “I am convinced that accessibility is the key to opening the doors of the Via Francigena to everyone. This handbook is not just a technical tool but a concrete commitment to ensuring that every traveller can embark on a journey of discovery and personal growth without obstacles.”

With the approaching Jubilee 2025, which is expected to bring a significant increase in pilgrims, this project further establishes the Via Francigena as a place of inclusion, hospitality, and discovery, serving as a model of best practice for other routes. This initiative marks a profound cultural shift, affirming the universal right to travel and explore.

ACCESS THE HANDBOOK HERE (in Italian)

On Saturday, 15th March, at the “Fa’ la cosa giusta!” fair, held at the Milano Rho exhibition centre from 14th to 16th March, the promotional plan for the Via Francigena, supported by the Italian Ministry of Tourism, was presented.

As part of the Development and Cohesion Plan for the promotion of the Via Francigena, the Ministry of Tourism has allocated €1.7 million, which is part of the overall €3.8 million funding for Action 33 – Via Francigena – Cross-Cutting Actions.

The goal is to improve the accessibility and usability of the path through communication, promotional activities, and smart signage.

The funds are being used to carry out activities in close collaboration with the 9 Italian regions involved: Aosta Valley, Piedmont, Lombardy, Emilia-Romagna, Liguria, Tuscany, Lazio (lead region), Campania, and Puglia, as well as the European Association of the Via Francigena Ways (EAVF).

The areas of intervention range from the creation of promotional and advertising campaigns to communication with storytelling dedicated to the Via Francigena; from the restyling of the website and app to an international media campaign; from press tours in the 9 regions with international journalists and bloggers to participation in international tourism fairs (such as the Travel & Adventure Show in New York in January and the Destinations Nature fair in Paris in March). Lastly, an information desk will be set up at Santiago de Compostela airport between May and June.

This information was shared during the panel dedicated to the “Via Francigena and the Jubilee,” held in the Grand Walks space of the fair. The meeting, moderated by EAVF Director Luca Bruschi, featured contributions from the Minister for Tourism, Daniela Santanchè, who engaged in a discussion with Ilenia Cardogna, Tourism Councillor for the Lazio Region, Barbara Bellini, Tourism Director for the Piedmont Region, Aldo Patruno, Tourism Director for the Lazio Region and Vice-President of EAVF.

Following the meeting, Minister Santanchè, together with ENIT CEO Ivana Jelinic, visited the Via Francigena stand to meet EAVF President Francesco Ferrari and the staff, and also left a message on the “Wall of Signatures” dedicated to the itinerary.

From 19th to 21st March 2025, an extraordinary intercultural experience will take place as part of the Erasmus Young Pilgrims Programme at Calendasco School. This programme is part of the PNRR Transitare project, Cultural Landscapes (2022-2026), a three-year initiative funded by the European Union aimed at regenerating the villages of Calendasco and Berceto along the Via Francigena in Emilia-Romagna. The goal is to foster sustainable tourism and a social economy, while enhancing extraordinary places such as the Guado di Sigerico and the Passo della Cisa. The project includes eleven interventions, including the restoration of buildings and, as in this case, cultural activities, to encourage ecological, cultural, and economic transition in local communities and promote intercultural dialogue among young people from different nations. 

The Programme 

The Italian delegation will arrive in Champlitte on 19th March, where they will begin their visit to the town by participating in the Explor Game “Sigéric”. Following this, a meeting will take place at the Town Hall with Mayor Patrice Colinet, Deputy Mayor Martine Gautheron, and local authorities, together with students and representatives from Calendasco, providing an opportunity for discussion and socialising, followed by an aperitif offered by the Town Hall. 

On the following day, the students will visit the college in Dampierre-sur-Salon, where they will engage in discussions with their French peers on topics related to the Via Francigena. The visit will then continue with a walk along the historical route, including a visit to the village of Montot. In the afternoon, the group will gather at the Musée Départemental des Arts & Techniques for a group activity. The animation activities are organized in collaboration with the CC4R Tourist Office.

On Friday, 21st March, the delegation will depart for Besançon, the capital of the Doubs department, a beautiful UNESCO World Heritage city, where they will have the opportunity to explore the historic centre. The experience will conclude with their return to Italy in the afternoon, marking the end of this intense and meaningful cultural exchange. 

A Project Looking to the Future 

This initiative, which involves schools and young people, is a tangible example of how the PNRR Transitare project is working to create a network of cultural exchanges along the Via Francigena, aiming to raise awareness among the younger generations about the historical and cultural roots of this path. The collaboration between the schools of Champlitte and Dampierre, two small towns along the Via Francigena, is a model that it would be desirable to replicate in the future, ensuring that future generations continue to discover and enhance this shared heritage. 

Champlitte: A Key Location Along the Via Francigena 

Champlitte continues to be a particularly active community in promoting the Via Francigena, gradually becoming a key reference point for the entire French network. Thanks to its ongoing commitment, this community has been able to develop an important connection between French and Italian territories, fostering a network of cultural and social exchanges. 

The Participation of EAVF 

The European Association of the Via Francigena Ways (EAVF) will actively participate in this project, showing a strong commitment to initiatives that connect small local communities and schools. The event will be attended by President Francesco Ferrari and Project Manager Luca Faravelli, who will personally follow the progress of the activities, emphasising the importance of these exchanges for the enhancement and promotion of the Via Francigena path. 

This three-day event represents a unique opportunity for young students from Calendasco and their French counterparts to engage in a cultural growth experience, encouraging dialogue and mutual understanding, with a forward-looking perspective on the future of the Via Francigena and its pathways that connect people and cultures. 

The European Association of the Via Francigena Ways is pleased to announce that the Confraternity of Pilgrims to Rome (CPR) will hold its annual conference on 15th March 2025 at St. George’s Cathedral in Southwark, London. This is a not-to-be-missed opportunity to hear stories from pilgrims who have walked the Via Francigena, and to learn from their tales and experiences about how to plan your own journey along this historic route. 

2025 Conference: “The Many Ways to Rome” 

This year, the conference will focus on how pilgrims can personalise their journey by deviating from the official route at certain stages or extending the trip, both before Canterbury and after Rome. The idea is to explore the flexibility of the Via Francigena, which offers endless possibilities to tailor the journey to the individual needs and desires of each pilgrim. 

The day, which will be filled with inspiration and useful information for those wishing to embark on their pilgrimage along this historic route, will begin at 10:00 for those wishing to participate in the guided walk from St. Paul’s Cathedral to the conference venue. Led by Brian Mooney, Vice President of the Confraternity of Pilgrims to Rome and an experienced pilgrim who has walked both directions, from Rome to London and vice versa, alongside Eamonn Mullally, Trustee of the Confraternity and an official London tour guide, the walk will conclude at St. George’s Cathedral. 

The official conference proceedings will begin at 13:00 at Amigo Hall, within St. George’s Cathedral. During the break at 12:30, tea and coffee will be available for participants. 

The Speakers 

Throughout the conference, there will be numerous talks by experts in the field: 

• Ben Eley will share his journey that combined the Via Francigena with the Via Sacra (Western Front Way). Ben walked from Rome to London, deviating at various points from the Via Francigena to follow the Via Sacra, creating a route that recalls the battles of the First World War. During his talk, he will share his motivations and the experiences he had along this road of remembrance. 

• Sandy Brown and Nicole Bukaty will present their Guide to the Southern Via Francigena, which stretches from Rome to the heel of Italy, at Santa Maria di Leuca. Through the cities of Bari, Brindisi, and Lecce, and landscapes ranging from hills to olive groves, Sandy and Nicole will explore the wonders of this lesser-known but equally fascinating section of the Via Francigena. 

• Finally, there will be an update on the British Francigena, which has recently received official recognition as a historic connection to the Via Francigena. This new stretch links London to Canterbury and represents an incredible cultural addition to the historic route. 

At the end of the talks, there will be an opportunity to take part in a panel of experienced pilgrims who will be available to answer questions from the audience and help participants plan their journey, offering practical advice and inspiring stories. 

During the event, attendees will also have the chance to meet volunteers from the Confraternity of Pilgrims to Rome and learn how to contribute to supporting the organisation. 

Additionally, there will be opportunities to join or renew membership. Members enjoy free access to both the walk and the conference, so for anyone not yet a member, this is the perfect occasion to sign up and enjoy all the benefits offered. 

Finally, at 15:30, the event will move to the Three Stags pub for a more informal gathering, where participants can continue to exchange experiences, ask questions, and share stories about their pilgrimage along the Via Francigena. 

In short, a unique experience in the heart of London, to listen to, tell, and share stories about the Via Francigena from England to Puglia. 

The Via Francigena promotes itself in France: the Italian regions crossed by this European cultural route will be present at the international fair “Salon Destinations Nature” 2025 in Paris.

The Italian Lazio Region, as the lead partner of the “Communication and Promotion Plan of the Via Francigena” project (Development and Cohesion Fund, sheet 33 of the Italian Ministry of Tourism), will take part in the trade fair Salon Destinations Nature in Paris from 13 to 16 March 2025, alongside the regions of Campania, Emilia-Romagna, Liguria, Lombardy, Apulia, Piedmont, Tuscany, and Valle d’Aosta. The event will showcase the Via Francigena route to the general public, with a particular focus on the entire Italian section, from Valle d’Aosta to Apulia.

The Paris event (with over 20,000 visitors) is one of the most important in the European outdoor and trails sector. At the Via Francigena stand, the Lazio Region’s Director of Tourism, Paolo Giuntarelli, will be present alongside tourism department official Gianluca Perla. Italian representatives in France from ENIT, ICE, and the Consular offices, as well as several specialised tour operators, will also be involved.

At Salon Destinations Nature, all the latest news related to hiking and outdoor activities will be presented, offering travel ideas with a focus on the Via Francigena to those pilgrims and hikers planning their next journey.

The four-day event will feature workshops, conferences, and meetings with bloggers specialising in outdoor and sports activities. This fair is a key European meeting point for nature lovers and an unmissable opportunity for the Via Francigena to gain greater recognition among the French public, whose presence along the route is increasingly significant, as confirmed by 2024 data on visitor numbers.

The Italian Ministry of Tourism and all the regions crossed by the Via Francigena are making substantial investments in the development of the route during the Jubilee year, convinced that 2025 will shine a spotlight on the trail at an international level. It is essential that this investment continues to improve safety, hospitality, signage, accessibility, and services along the route to make the Via Francigena ever more accessible.

The communication initiatives of the project are supported by the European Association of the Via Francigena ways, which, thanks to the same FSC funding and under the coordination of the Lazio Region, is working on the restyling of the new website and app, due to be completed by June.

Smart business on the italian Via Francigena for accommodations

Free hotel training with SloWays and BehaviorSMART

This innovative program, based on behavioral science, aims to reduce the operating costs of facilities, reduce environmental impact, and improve the traveler experience through more effective communication through techniques such as “nudging.”  The initiative includes online meetings, a digital platform, and the study of the results by the University of Surrey.

SloWays brand of S-Cape Partners Italy, a Tour Operator specializing in slow walking and cycling trips on the great routes, is official partner of the European Association of the Via Francigena Ways, launches the Smart Business Accelerator program for Hoteliers in collaboration with BehaviorSMART and the School of Hospitality and Tourism Management of the University of Surrey, UK.

Registration is open from 7th to 17th March 2025

“As SloWays, we are aware of the environmental impact of tourism and have set ourselves the ambitious goal of achieving Net Zero. With a view to innovation, we offer this activation of resource optimisation free of charge to accommodation facilities to help them reduce their costs while improving their environmental footprint and improve services along the Via Francigena. In the future, we aim to expand this methodology to other paths and territories, with a replicable and scalable model.”

— Tullia Caballero, Director of Sloways

This route, free for the first 20 properties registered along the Italian Via Francigena, will help hoteliers adopt innovative solutions to align with the growing demand for sustainable stays, at no additional cost to customers as per Expedia’s Research of 2022. The program will optimize cost management and improve the quality of the traveller experience through more effective communication.

The program includes about 10 hours of investment, divided into 4 online meetings of 40 minutes during which are discussed the progress and any challenges in the process and the use of the beSMART digital platform which takes accommodations through mini-actions that activate the desired change in communication and operations. Participating hoteliers will be able to follow the change activation at their own pace, through thematic modules that provide concrete and easy-to-implement tips.

“The approach we use at BehaviorSMART for this project is based on the principles of behavioral economics and psychology. We analyze how travelers make decisions and use the design of choices to guide them towards actions that benefit companies, travelers and the destination.”

— Milena S. Nikolova, PhD Founder, Expert in behavioral economics in tourism.

The program

The program will provide participating hoteliers with coaching and a digital guided execution tool offering practical business tips based on human psychology. You can apply them and improve your communications, pricing, guest satisfaction, and operations. Through visual cues, persuasive messages, and predefined choices, nudging helps to positively influence behaviors, without imposing restrictions

Practical examples include: Visual incentives to encourage towel reuse and reduce daily linen change for extended stays, and installing filtered water fountains to reduce plastic bottle consumption.tag.

In addition to the practical value, the project has a strong scientific and educational component, as it will be part of a study conducted by the School of Hospitality and Tourism Management of the University of Surrey (UK). The results of the actions implemented by hoteliers will be monitored and analysed to provide scientific evidence of the effectiveness of the changes introduced. The project is coordinated by Professor Xavier Font, who has trained over 5,000 reception facilities on how to improve and communicate their commitment to sustainability.

Participation – worth about 900 euros per facility – will be completely free for the first 20 registered facilities, while another 10 facilities will be able to participate at the special price of 250 euros. The costs of the program will be fully covered by SloWays, which has included this initiative in its annual plan of actions to support environmental and social sustainability.

To register for the program visit this link

Registration is open from 7th to 17th March 2025.

Meet the Via Francigena and Sloways at the “Fa’ la cosa Giusta!” fair from 14th to 16th March 2025.