The HIKE project was presented at the 21st edition of Fa’ la Cosa Giusta! (“Do the Right Thing!”), Italy’s leading national fair for sustainable lifestyles, responsible tourism, and social innovation. Organised by Terre di mezzo, a prominent publishing house known for its walking guides, the fair was held in Milan on 14 – 16 March 2025, drawing over 52,000 visitors including professionals, institutions, and sustainability advocates from all over the country.
The fair also provided an opportunity to share Italian trends in walking tourism. Terre di mezzo presented its 2024 dossier, revealing that more than 191,000 walkers completed one or more Italian walking routes in the past year—a 29% increase compared to 2023. These figures underscore a growing national interest in slow travel and sustainable mobility. While motivations for walking are diverse and often overlap, they include the desire to immerse oneself in nature, improve health, explore new places, and connect with others. In particular, mental and emotional well-being is cited as a primary reason to walk, alongside physical health and personal reflection.
At the Puglia Region’s stand—host of two HIKE hiking weekends in Italy—Simona Spinola, HIKE Communications Manager, presented the project’s core outcomes with a focus on sustainability. The presentation was part of a wider programme coordinated by the European Association of the Via Francigena Ways (AEVF), one of HIKE’s partners. Over the three-day fair, AEVF managed a dedicated stand and several sessions to promote its work on cultural routes, slow tourism, and well-being—including the HIKE project.
HIKE encourages walking as a low-impact and environmentally responsible form of travel, reinforcing the principles of sustainable tourism: by calculating the total distance covered on foot by participants—as opposed to travelling the same distance by car—we estimate that the project saved approximately 924 kg of CO₂ emissions! By activating events along existing cultural routes, the project enhances the visibility and value of rural and peri-urban areas, helping to decentralise tourism flows and ease pressure on more heavily visited destinations. This model not only fosters cultural preservation but also strengthens the local economies of smaller communities along the routes.
Special focus was placed on HIKE’s 360° holistic approach, which merges physical activity, cultural engagement, community involvement, and environmental awareness. Visitors to the stand were invited to discover how cultural routes can serve as tools for public health promotion and sustainable tourism development, illustrating how walking can contribute to more inclusive, healthier, and resilient territories.
More information about the event here.
