How Walking Routes Like Via Francigena Are Transforming European Tourism: Boosting Local Economies and Empowering SMEs

Published on December 21, 2025

In an era where travellers are seeking authentic, sustainable experiences, walking routes like Via Francigena are becoming central to the future of European tourism. The DETOUR project recently hosted a groundbreaking webinar, where tourism professionals gathered virtually to discuss how these cultural routes are boosting local economies and supporting small and medium-sized enterprises (SMEs) across Europe.

The Rise of Walking Tourism: More Than Just A Trend

Walking tourism is not just a passing phase – it’s a rapidly growing segment that is reshaping how people explore Europe’s most beautiful regions. The DETOUR webinar, held on 27 November 2025, brought together more than 100 professionals from the tourism and cultural sectors to explore the economic impact of walking routes such as the Via Francigena. These routes, which stretch through Italy, France, Switzerland, and other parts of Europe, offer visitors a unique blend of nature, history, and culture, while generating substantial economic benefits for local communities.

How Walking Routes Like Via Francigena Drive Economic Growth

The Via Francigena, an ancient pilgrimage route spanning 3,200 km from Canterbury in the UK to Rome, is one of Europe’s most iconic cultural routes. More than just a scenic walk, it’s a vibrant tourism corridor that connects rural villages, towns, and cities. By encouraging visitors to explore lesser-known destinations, walking routes distribute the economic benefits of tourism more evenly, bringing much-needed revenue to small businesses in rural areas.

Accommodation providers, cafes, and local artisans along the Via Francigena are witnessing increased foot traffic and demand as more people choose to experience the route’s rich history and picturesque landscapes. Local businesses benefit from the steady flow of tourists, who often stay longer and spend more money in these regions than typical short-term visitors to major cities.

This shift towards rural tourism is critical for the economic sustainability of areas that are often overshadowed by more traditional tourist hotspots. As walking tourism continues to grow, the positive impact on SMEs cannot be overstated.

EU Funding and Support: Key to Boosting SMEs in Tourism

One of the highlights of the DETOUR webinar was a discussion on the EU funding programmes available to support SMEs in the walking tourism sector. Alan Vella, a representative from the European Innovation Council (EIC), emphasized the crucial role of EU financial instruments like COSME and the Single Market Programme (SMP), which are designed to foster digitalisation and innovation in small tourism enterprises.

By gaining access to these funding opportunities, businesses can enhance their digital presence, adopt sustainable practices, and develop new services to attract a wider audience. This support not only helps SMEs stay competitive in an increasingly digital world but also encourages the adoption of green tourism practices, a key focus of European Union policy.

Cultural Routes as a Gateway to Sustainable Tourism

The Via Francigena and other cultural routes are increasingly seen as vital components of sustainable tourism. These routes encourage slow, nature-based tourism that has a minimal environmental footprint while benefiting local communities. Travellers are more mindful than ever about the environmental impact of their journeys, and walking offers a more sustainable alternative to mass tourism.

Moreover, the economic benefits of walking tourism are not confined to just the hospitality sector. Cultural sites, heritage organisations, and local artisans also see a boost as tourists visit these areas for their historical and cultural value. The DETOUR project is working to strengthen this synergy by creating a network of partners across Europe to promote and protect these heritage routes.

Training the Next Generation of Walking Tourism Experts

One of the most innovative aspects of the DETOUR project is its commitment to capacity building for tourism professionals. Through the “Train the Trainers” programme, tourism experts are provided with the knowledge and tools they need to train others in walking tourism management. This includes everything from digital marketing strategies to implementing sustainable business practices. By empowering local professionals with these skills, DETOUR is ensuring the long-term success and growth of walking tourism.

In January 2026, the DETOUR project will launch the next phase, focusing on direct SME support through training and mentoring. This will help businesses along the walking routes to leverage the digital tools, sustainability practices, and networking opportunities essential to thrive in today’s competitive tourism market.

Looking Ahead: The Future of Walking Tourism in Europe

The future of walking tourism in Europe is bright. As more destinations recognize the potential of cultural routes like the Via Francigena, we can expect to see an even greater emphasis on sustainable tourism practices that benefit local communities, protect heritage sites, and offer visitors authentic, immersive experiences. The DETOUR project plays a crucial role in this transformation, providing SMEs with the tools and support they need to capitalize on the growing trend of walking tourism.

As the trend continues to grow, destinations that embrace walking routes will not only boost their local economies but also position themselves as leaders in sustainable tourism. With the support of the EU and initiatives like DETOUR, walking tourism is set to become an even more integral part of Europe’s tourism landscape.