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.
