The Italian Lazio Region participates in the Travel & Adventure Show in New York to introduce the Via Francigena to the American public.
As the leader of the “Communication and Promotion Plan for the Via Francigena” project, Lazio Region attended the Travel & Adventure Show di New York for the first time on 25-26 January 2025. During the event, the Via Francigena route was presented to the general public with a special focus on the entire Italian stretch, from Valle d’Aosta to Puglia.
The New York fair (25,000 visitors) is one of the most important events in the outdoor and trails sector held in the United States. Present at the fair and the Via Francigena stand were the Lazio Region’s Tourism Director, Paolo Giuntarelli, along with official Gianluca Perla. Also in attendance were ENIT North America representative Caterina Orlando, Deputy Consul Marta Mammana, ICE New York Director Erica di Giovancarlo, and Italian parish priest Don Luigi Portarulo from St. Patrick’s Cathedral.
The Ministry of Tourism and all the Italian regions crossed by the Via Francigena are heavily investing in the development of the route for the Jubilee Year, with the belief that 2025 will bring international attention to the path. It is crucial that this investment continues to improve safety, hospitality, signage, and accessibility along the route to better support ongoing promotional efforts.
All communication initiatives 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 a redesign of the new website and app, with completion expected by early summer.
