Setting off and discovering territories slowly is among the European and world trends of the moment. And it is precisely Europe that is one of the favourite destinations for walkers or bikers from all over the world: 90% of Europe’s cultural routes now pass through rural areas, also thanks to the fact that in most cases they are routes that can be used all year round. ‘This is why Cultural Routes can also contribute to local economies and societies, as they work on a sustainable model, building on local knowledge and skills, as well as promoting lesser-known destinations’ (The economic impact of Cultural Routes – Routes4U Project – European Union & Council of Europe).
Routes and development policies: it is an increasingly strong link, and May is the best time to discuss it. 9 May is Europe Day, established to commemorate the historic Schuman Declaration of 1950, and to renew the founding values of the European Union each year: transnational cooperation, economic solidarity, territorial cohesion, and sustainable development. It is an opportunity to think about future challenges, in a time marked by global crises, technological transformations, geopolitical tension,s and new forms of enterprise and development. In the face of these global challenges, Europe seeks to support projects to strengthen or start up businesses through specific programmes and funds. Such as the Detour project, which is dedicated to supporting small and medium-sized enterprises (SMEs) along some of Europe’s most fascinating routes.
Detour aims to strengthen the local economy, extend tourist seasonality, support the green and digital transition and promote sustainable community development. Through routes such as the Via Francigena in Italy, the Lycian Way in Türkiye, the Sultan’s Path in Bulgaria and the Mount Olympus mountain networks in Greece, Detour supports businesses linked to slow tourism – accommodation facilities, guides, restaurateurs, tour operators – and enhances their skills, accompanying them towards a more resilient future
On the other hand, the data on the frequency of the Ways in Italy, which fully represent the European context, are comforting. In 2024, there were almost 1.5 million overnight stays along the Italian routes, an increase of 6% over 2023 (Appennino Slow, in collaboration with Walk+ and the European Association of Vie Francigene). 122 thousand walkers have taken a credential, the ‘pilgrim’s passport’, but the relevant figure is that 57% of tourists on the route add a few days’ holiday once they arrive at their destination.
However, all these millions of tourists need customised services: luggage transport, alternative but comfortable accommodation, healthy and local food, guided tours, souvenirs, info points and digital tools. And SMEs can offer them their creativity of adaptation and local knowledge. Did you know that this huge community of tourists, for example, uses some digital tools, which have no positive impact on businesses?
Among the most used digital platforms in Europe are Outdooractive and Wikiloc. The former is an online destination platform used by over a million hikers and outdoor travellers worldwide to find trails, accommodations, and activities. For the latter, 2024 ended with over 16 million members of its community. This is the potential of a system such as outdoor activities for local communities and SMEs along European routes.
Walking tourism, therefore, can be developed anywhere as a sustainable tourism offer with a relatively small investment. If developed and managed correctly, it can bring social and economic benefits to residents and communities (Walking Tourism Report – UNWTO World Tourism Organisation).
Discover more: https://www.viefrancigene.org/en/detour-eng/
