• 1 – 2 AD growing importance of pilgrimages to Jerusalem, The Via Santiago de Compostela and Rome. Francigena • 8 AD - Via Francigena - “road that originates from France”, History including current France, the area of the Rhein Valley and the Netherlands. • the path served as the main connection between the North and the South of Europe, along which merchants, armies and pilgrims passed through. Construction of the route • Canterbury – Rome stretch is based on the Sigeric’s Diary, who wrote it in 990 AD. during his travel • Rome – Santa Maria Di Leuca stretch is based on an Itinerarium Burdigalense, a journey of an anonymous pilgrim from 333 AD. The Via Francigena now • Certification of Council of Europe “Cultural Routes” in 1994 • 3200 km of the route • 4 countries (United Kingdom, France, Switzerland, Italy) • 80% of the route - rural areas with very small villages • Approminately 5 months of walking to finish the entire route European Association of the Via Francigena Ways Private association with a bottom-up approach that fosters international cooperation and promotion of the VF from the local to the European level. • Established in 2001 by 34 founding members in Fidenza (Italy) • By 2021 it counts 196 members (public body), 70 friends associations, 400 private partners • Offices in Fidenza, Piacenza and Bari (IT) and Champlitte (FR) Pilgrim’s Profile • Age: from 16 to 70 with an average 40 – 50 years old • From: Italy, France, Germany, Switzerland, USA, Canada, Australia • 80% on foot/ 20% by bike /0,3% by horse • 50% walkers hike in Tuscany • Spirituality: soul searching, reconnection with oneself, • Cultural discovery, Motivation • Unique shared life experience, • Nature and landscapes, • Sports, wellbeing, improvement of health, • Religion. The Via Francigena in Figures 2019: • Approx. 50.000 walkers along the entire Canterbury-Rome axis • Average 7 days walk • €50 / € 60 daily spending + equipment +travel costs • Economic benefits from the route can be estimated € 20 million in 2019 2020 : • approximately 18.000 pilgrims travelled along the route Studies on economic impact of the VF: 2010 - “Impact of European Cultural Routes on SMEs’ innovation and competitiveness” 2015 - Research by the University of Florence commissioned by the Tuscany region Both of them identified: - Higher frequency of visitors to rural areas crossed by the VF comparing to non- VF areas - Higher number of SMEs and their steady growth thanks to the vicinity of the VF - Enhanced partnerships - Positive impact of the VF masterplan introduced by Tuscany region, which was highlighted instrumental in sustainable tourism development Visit Via Francigena platform network of service providers along the VF • Adherence to the EAVF ethics charter is an entrance condition • Accommodation structures, tour operators and luggage transport receive have their profiles • High visibility for the structures and direct access to information for pilgrims • Fees are proportional to facility’s size and price per night • Currently more than 400 private stakeholders are united by the platform European Francigena Marathon • Developed by 4 municipalities in Latium region in collaboration, EAVF and private partners • Choose your distance: 10 km, 21 km, 42 km • + cultural events, discussions, Medieval festival • 2013 (1st year) – 600 participants • 2019 – 2000 participants (maximum) • By now the model was replicated in 3 different regions in IT Sosta e Gusta / Stop and Taste • Partnership between municipalities, consortium of Pamigiano cheese and dairy farms, producers of the cheese • Editions 2017,2018, 2019, 2021 • Gastronomic discovery of the region Via Francigena – Road to Rome 2021 • In 2021 the association celebrates 20th anniversary of its foundation • Launch of an ambitious initiative – Road to Rome 21, Start again. • 4 month on the road all together • Recovery of slow tourism Thank you for your attention Elena Dubinina [email protected].