Ancient paths of Italy: culture, spirituality and sustainable tourism

ENIT, the Italian tourist board, is stepping up its promotion of Lazio's pilgrimage routes and cultural heritage with Caput Mundi.

Indeed, within the framework of Italy’s ‘Caput Mundi - Next Generation EU for major tourist events’ National Recovery and Resilience Plan (NRRP), ENIT is fortifying the development of new forms of tourist enjoyment of the country’s cultural and religious heritage, with a special focus on the paths and routes of the Lazio region.

The Antichi Cammini d'Italia (ancient paths of Italy) project is part of Line of Action 274 - ‘Integrated actions for promotion of new forms of tourist enjoyment of cultural and religious heritage’, entrusted to ENIT by the Ministry of Tourism as one of the projects funded by the NRRP. The initiative aims to improve awareness and enjoyment of Italy’s cultural and religious routes, contributing to innovative promotion of a more sustainable, widespread and integrated tourist offering through national digital tools. 

Activities relate, in particular, to enhancing paths of national and international standing, namely the Via Francigena, Romea Strata, Via Romea Germanica, Via di Francesco and Cammino di San Benedetto. The objective is to raise awareness of alternative paths with potential to enrich the visitor experience while, at the same time, promoting routes complementary to the best-known ones, decongesting and de-seasonalising traditional trails and supporting more balanced enjoyment of the area’s cultural and spiritual heritage. These five paths passing through Lazio tell the story of an area interweaving spirituality, culture, landscape and hospitality, and lead straight to Rome, confirming the capital’s status as the symbolic and spiritual destination of the great European pilgrimage routes.

Alongside this offering, seven experiential bus tours have been created, conceived as tools for introduction and exploration of lesser-known routes, from the Via Francigena, Romea Strata, Via Romea Germanica, Via di Francesco and Cammino di San Benedetto to routes dedicated to Rome’s Contemporary District and churches of the Third Millennium. This set of actions supports the objective of making exploration of the widespread heritage of Rome and the Lazio region more accessible and engaging.

The project is being developed by bringing together the various lines of action: production and organisation of digital content, enhancement of cultural and spiritual points of interest, information tools to support travellers, hospitality and accompaniment initiatives, and communication and promotion actions aimed at the national and international market, resulting in an integrated digital communication and marketing plan designed to boost visibility and the Italian tourist offering related to pilgrimage routes.

Within this framework, the Italia.it website and app provide a key reference point, making route information more accessible and improving the experience before, during and after the journey itself. In this way, Italia.it acts as an amplifier reaching a variety of audiences: pilgrims, walkers, travellers interested in slow tourism, families, young people and nature, outdoor, wellness and experiential tour enthusiasts. The project’s narrative therefore enhances the value of these paths, not only as places of spirituality and memory but also as contemporary tourism products combining identity, sustainability, innovation and quality hospitality. 

The Italian Ministry of Tourism is the implementing body for the project, in accordance with the guidelines of the NRRP, with the objective of consolidating a coordinated, multilingual and digital promotion model accompanying the evolution of tourist demand and enhancing Italy’s cultural and spiritual heritage within long-term vision.

This project improves the walking experience through an integrated system of digital infrastructure, geolocalised content and international promotion actions. 60 intelligent signage devices are planned along the five paths, designed to offer travellers practical support along the route while, at the same time, showcasing the cultural, spiritual and landscape heritage of the areas through which they pass.

Each device provides a Free Wi-Fi service and integrates BLE beacon devices connected to the Italia.it app. When pilgrims or visitors enter the range of the beacon with the app installed on their smartphone, they receive a push notification offering information on the current stage and on services for visitors in the vicinity. Through map navigation and geolocalisation, users can access technical data on the route, welcome messages, information on the main attractions and content on individual Points of Interest, including fact sheets and multimedia materials.  

The intelligent signage is integrated with extensive mapping of POIs - churches, monuments, nature areas, squares, fountains and other iconic spots - in the areas through which the paths pass. The project envisages creation of over 1000 fact sheets, enriching the digital ecosystem of Italia.it and making the area’s widespread heritage more accessible, comprehensible and enjoyable. Short videos about the municipalities involved are also being produced to enhance the relevant pages of the platform.  

Particular care is taken in selecting the locations showcased, and more than 40% of these sites are high-quality attractions as yet rarely featured in international tourist circuits. The project therefore unveils this widespread heritage, promoting more authentic, sustainable and immersive enjoyment of the local area and encouraging exploration of lesser-known destinations. 

The campaign was created with the aim of positioning the 'Ancient Paths of Italy' through an integrated action of showcasing five important itineraries on a European level as a contemporary experience of cultural, spiritual and sustainable tourism, capable of speaking not only to pilgrims, but also to travellers interested in nature, wellness, villages, heritage and slow travel. The creative concept interprets the walk as a multi-sensory experience: Italy is not only to be seen, but to be travelled through and experienced at your own pace.

A unified visual identity, digital and physical materials, promotional videos, editorial content, a multi-channel digital campaign, press office activities, branded content and collaborations with creators all take shape from this idea, with Italia.it as the central hub for in-depth analysis and access to content. The campaign is being developed on national and international markets to generate knowledge, strengthen the prestige of Italian walking routes and encourage concrete travel planning, consolidating Italy's positioning as a reference destination for slow, experiential and sustainable tourism. 

The planned activation in Santiago de Compostela, of an experiential installation at the railway station, a long-distance and high-speed travel hub with an average flow of 354,200 travellers per month, is also part of this strategy. The campaign covers the most important transit points: entrances, vestibules, lifts, connecting doors, entrance and exit areas, access from car parks, taxis and car rentals. The plan includes 19 vinyl installations, distributed in various forrmat media, with a total estimated coverage of about 112 m² of promotional space. Santiago becomes the ideal starting point to continue the journey in Italy, along itineraries that combine spirituality, culture, nature, innovation and sustainability.

Seven bus itineraries to discover the Lazio region’s ancient pilgrimage routes in a single day, allowing participants to experience the spirit of pilgrimage without undertaking the entire journey on foot.

This initiative is being implemented by ENIT S.p.A. as part of the “Ancient Paths of Italy” project, promoted by the Italian Ministry of Tourism, with the aim of broadening access to the experience of the five historic religious routes that cross Italy and converge in Lazio and Rome. The free itineraries, available upon registration on Italia.it, are designed for both Italian and international audiences and conceived as an open gateway for everyone: pilgrims, travelers, families, outdoor enthusiasts, lovers of slow tourism, culture, spirituality, and territorial discovery.

The experiences take place over the course of a day aboard dedicated buses and combine guided tours, interpreters, immersive storytelling, audio content, multisensory experiences, tastings of local products, workshops, and digital tools, transforming the journey itself into an integral part of the narrative.

The seven itineraries guide participants along some of the most significant routes of Lazio’s pilgrimage heritage: the Via Francigena – Lux Peregrina, from medieval Tuscia to Rome, through Viterbo, Sutri, Capranica, Campagnano, and the symbolic arrival at St. Peter’s Basilica; the Romea Strata – Mare Sacrum, combining spirituality, volcanic lakes, and the flavors of Tuscia, with stops in Viterbo, Montefiascone, Bolsena, and Acquapendente; the Via Romea Germanica – The Eagle and the Cross, following the footsteps of emperors and medieval pilgrims through Acquapendente, Gradoli, Lake Bolsena, Bisentina Island, and Capodimonte; the Way of St. Francis – The Canticle of the Creatures, in the Sacred Valley of Rieti, through Rieti, Greccio, Fonte Colombo, La Foresta, and Poggio Bustone; and the Way of St. Benedict – Ora et Labora, from Subiaco to Montecassino via Anagni, tracing the roots of Western monasticism and European cultural identity.

Alongside these routes are two thematic itineraries dedicated to contemporary Rome: the Contemporary District – Roma Futura, featuring MAXXI, the Auditorium Parco della Musica, Foro Italico, EUR, and the Nuvola convention center; and the Churches of the Third Millennium, exploring a lesser-known Rome shaped by new urban hubs, contemporary sacred architecture, light, and spirituality. In this way, the five pilgrimage routes become the narrative backbone of a broader territorial story capable of connecting spirituality, culture, landscape, hospitality, innovation, and sustainability, offering visitors an accessible, engaging, and contemporary experience of the widespread heritage of Rome and Lazio.

Dates and Registration

The tours will take place between late May and early June, with specific dates dedicated to each itinerary. Registration is free and available through Italia.it, where full details on the programs, stops, and availability can be found.

Itinerary 01 Via Francigena - Lux Peregrina 

From Medieval Tuscia to Rome on the Ancient Pilgrims’ Route

Tuscia, the historic area of northern Lazio known for its small villages and volcanic landscapes. This immersive journey along the historic Via Francigena, through medieval villages, archaeological sites carved into volcanic stone, local Tuscia food traditions and the stories of ancient pilgrims travelling towards Rome.

From the Papal city of Viterbo to the symbolic arrival near St. Peter’s Basilica, participants will enjoy a journey combining spirituality, cultural heritage and timeless landscapes.

Itinerary 02 Romea Strata - Mare Sacrum

Between Spirituality, Volcanic Lakes and the Flavours of Tuscia

An evocative itinerary along the Romea Strata pilgrimage route, through sacred places, underground crypts, volcanic landscapes and the authentic flavours of Tuscia.

A true “Journey of the Senses”, combining immersive storytelling, sensory experiences, local tastings and traditional workshops.

Itinerary 03 Via Romea Germanica - The Eagle and the Cross

The Route of the Emperors Through Faith, Power and Timeless Landscapes

An immersive journey retracing the footsteps of the Holy Roman Emperors and medieval pilgrims travelling towards Rome.

Between Acquapendente, Gradoli, Capodimonte and Bisentina Island, the itinerary combines history, spirituality, landscape and live historical interpretation through the presence of a performer portraying one of Emperor Frederick Barbaross’s knights.

Itinerary 04 The Way of Saint Francis - The Canticle of the Creatures

The Sacred Valley of Rieti Between Nature, Silence and Franciscan Spirituality

A spiritual and sensory journey through the Sacred Valley of Rieti, through forests, Franciscan sanctuaries, live music and moments of quiet reflection.

This itinerary is inspired by the values of simplicity, harmony with nature and the universal message of Saint Francis of Assisi.

Itinerary 05 The Way OF St Benedict - Ora et Labora

At the Origins of Europe Among Monasteries, Silence and Medieval Heritage

An immersive itinerary through some of the most important places linked to Benedictine monasticism, from Subiaco to Montecassino, including the historic papal city of Anagni.

The route combines spirituality, medieval art, ancient abbeys and theatrical reenactments, offering visitors the opportunity to explore the spiritual and cultural legacy of St Benedict and the lasting influence of Benedictine culture across Europe

Itinerary 06 Contemporary District - Roma Futura

A Dialogue Between Centuries in Contemporary Rome

An urban itinerary exploring contemporary Rome, where modern architecture meets the layered history of Rose, coexisting in constant dialogue.

See a different side of Rome by exploring its unique modern architecture and creative spaces, from the Auditorium Parco della Musica and MAXXI museum to the Foro Italico and the EUR district."

Itinerary 07 Churches of the Third Millennium - Roma Futura Sacra

Architecture, Light and Spirituality in Contemporary Rome

An itinerary dedicated to discovering a lesser-known side of Rome, through neighbourhoods and contemporary urban areas where sacred architecture, natural light and spirituality come together in unexpected ways.

Designed for visitors interested in architecture, photography and contemporary culture, the route explores places that remain outside the traditional tourist circuits.