Italy is strengthening its position as a leading destination for slow and experiential tourism with the launch in Santiago de Compostela of the “Antichi Cammini d’Italia” project.
This project, entrusted to ENIT S.p.A. by the Ministry of Tourism as part of the initiatives funded by the National Recovery and Resilience Plan (PNRR), aims to enhance awareness of and enjoyment of cultural and religious itineraries. In this way, it contributes to the innovative promotion of a more sustainable, widespread and integrated tourism offering through national digital tools.
The activities focus on highlighting five routes of great national and international importance that cross the Lazio region and lead directly to Rome, consolidating the capital as the symbolic and spiritual destination of the great European pilgrimages:
- The Via Francigena
- The Romea Strata
- The Via Romea Germanica
- The Way of St Francis
- The Way of St Benedict
The initiative aims to encourage the discovery of alternative routes that enrich the visitor’s experience and complement the better-known itineraries.
This helps to relieve congestion and reduce seasonality on traditional routes, supporting a more balanced enjoyment of the region’s cultural, spiritual and scenic heritage, as well as its hospitality.
A multi-sensory experience for the contemporary traveller
The campaign was launched with the aim of positioning “Antichi Cammini d’Italia” as a contemporary experience combining cultural, spiritual and slow travel tourism. The creative concept interprets the route as a multi-sensory experience, based on the premise that Italy is not just to be seen, but to be explored and experienced at the pace of one’s own footsteps. The project is aimed at both traditional pilgrims and travellers interested in nature, wellbeing, villages and cultural heritage.
To bring this idea to life, a unified visual identity has been designed, encompassing digital and physical materials, promotional videos, editorial content, a multi-channel digital campaign, press activities and collaborations with content creators. The official portal Italia.it will serve as the central hub for information and access, facilitating concrete travel planning in both domestic and international markets.
Santiago de Compostela: A hub for Europe’s major routes
As part of this international strategy, Santiago de Compostela is set to host a major promotional campaign. From 30 May until 13 June, Santiago railway station — a key hub for long-distance and high-speed transport with an average monthly passenger flow of 354,200 — will host an outdoor campaign featuring an experiential installation.
The campaign covers the busiest areas of the station, including access points, the concourse, lifts, connecting doors, arrival and departure areas, as well as access points from car parks, taxis and car hire. The display comprises 19 vinyl installations distributed across various formats, totalling an estimated 112 m² of promotional space.
Through this initiative, Santiago becomes the ideal starting point for inviting travellers to continue their journey through Italy along itineraries that perfectly combine spirituality, culture, nature, innovation and sustainability.
Further information at:
https://www.italia.it/en/italy/things-to-do/spirituality/ancient-paths-of-italy
Source: ENIT S.P.A