Good practices of a successful thematic European route Via Francigena and the model of its governance _________ Luca Bruschi Director European Association Via Francigena Ways Moscow, Silk Road Seminar European thematic Route of the Council of Europe . A 30-year-old programme, promoting values through culture, contributing to cultural tourism and economic development . The cultural routes programme has been launched in order to demonstrate how the cultural heritage of European countries evolved across borders. 32 Cultural Routes http://culture-routes.net The Via Francigena . Millenary pilgrimage route constituted by a network of paths followed by pilgrims on route to Rome or onwards to Jerusalem . Incorporated into the programme “The Council of Europe Cultural Routes” in 1994 . 79 reconstructed historic legs from Canterbury to Rome . 4 countries (Italy, Switzerland, France, United Kingdom) . 1800 km European Association Via Francigena Ways . In 2001 34 local governments located along the Via Francigena, convened in Fidenza (Italy), signed the agreement of the European Association of the Via Francigena Ways. EAVF has a bottom-up approach that fosters the relationships between the actors involved in the enhancement of the route, connecting all institutions from the local to the European level. Regions play a crucial role for the development of the itinerary About us . Carrier network of the Via Francigena from 2008 . President: Massimo Tedeschi (from 2001) . Executive Council: 27 representatives of the members . Scientific Committee (15 European Universities) . Ordinary Members: 120 Municipalities, Provinces, Regions . Friends: 80 non-profit organizations . General Assembly: two meetings per year . Staff: 5 permanent employees . Registered Office: Fidenza (IT) • About 40.000 walkers in 2016 • More than 1.000.000 visits on the official website www.viefrancigene.org. • Hundreds of SME involved. Development of a new route from Rome to Jersusalem What do we do? - Dialogue with EU Institutions and international Organisation - Support public authorities and facilitate cooperation between regions - Dialogue with associations - Encourage private initiatives with external partnerships - Private business grow-up along the Via Francigena Four essential pillars Local Authorities and Regions SME EAVF Universities Associations VISIBILITY AND PROMOTION Selected good practices 1. VF European web site (co-financed by regions) www.viefrancigene.org Institutional page with general informations Commercial section for private stakeholders 2. Local Info points along the route 3. Radio and Magazine Radio Francigena The VF magazine 4. Guidebook 5. Festival Promotion and local initiatives 6. The "Pilgrim's Pouch" . a Trade Mark for a Fine Selection of Products from the Francigena. By involving an increasing number of producers, the "Pilgrim's Pouch" is aimed at representing a selection of top- notch products from the Francigena that includes specialities from the whole Italian section of the route. 7. Film “People on the Via Francigena” 8. Organised Tours For those who prefer to travel the Via Francigena in an organized tour, we suggest Tour Operators Experts partners THE EUROPEAN COMITTEE FOR INTERREGIONAL COORDINATION In 2012 in the framework of the European project “PER VIAM” the European Association of the Francigena Ways started fostering a coordinated dialogue on a European scale (13 European regions along the Via Francigena from Canterbury to Rome + 4 Italian regions south of Rome). Interregional trasnational cooperation . Facilitating coordinated and effective actions between 13 Regions involved, for W.G. 1: «Path and development of the Route signposting» . 2 meetings per year with experts for each region W.G. «Accomodation & Services» . Annual action plan . Exchanging good practices and W.G. «Communication » common goals for promoting the and promotion Via Francigena Handbook on Common path standards on the Via Francigena . Guidelines and common quality criteria to define the itinerary (hiking/cycling) and its standards . Facilities along the route and good practices . Involving local communities and associations . Accommodation database NEXT STEP: “Euro Master Plan (EMP) of the Via Francigena” in cooperation with Regions and Ministries. Accommodation Route safety Signposting along the Via Francigena England, France -GR145, Switzerland –Route70, Italy Accessibile routes .Projet developed in cooperation with regions taking into account reccommendations of the European Network for accesible tourism and World Tourism Organisation. .Good practices along the route. .Pilot project 2017-2019: to have at least one leg (20-30km) accessible in each region crossed. Best practices of Tuscany Region: Public investments on the Francigena 2010- 2015: 16 millions € invested on the Via Francigena - 8 millions €: safety paths - 6 millions €: accommodation -2 millions €: signpostings, panels, services and promotion -+388 new jobs - GDP +21,1 millions € UNESCO . Creation of a working group to prepare an application file for inclusion of the Via Francigena in UNESCO World Heritage List . Involvement of Italian Municipalities, Regions and the Ministry for Culture, Heritage and Tourism . Support of the European Association of the Francigena Ways New thematic tourist products crossing Via Francigena Spa, wellness and relax along the route Reasons for success . The value of sharing with other cultures/people . Innovative and authentic cultural/tourism product . Encounters with local communities and cultures . Personal enrichment . Public investments and private/public cooperation . Cultural experiential tourism is an important driver of economic growth Thank you for your attention! [email protected] www.viefrancigene.org .