On 17 February, the European Association of the Via Francigena Ways (EAVF) participated in BIT Milano, Italy’s leading international tourism trade fair, bringing together destinations, tourism professionals, and industry stakeholders to showcase trends, innovation, and new opportunities in the tourism sector. During the event, the DETOUR project was showcased by the AEVF Director Luca Bruschi as best practice to support small and medium-sized enterprises (SMEs) in the tourism sector by providing funding, training, and digital tools to help businesses innovate, grow, and enhance their competitiveness.

A key moment at BIT Milano was the launch of the DETOUR SME training programme, introduced in anticipation of the project call expected in March–April 2026. Overall, the programme brings together professionals, stakeholders and SMEs across the four DETOUR pilots, creating a direct link with the regional stands featured at BIT. Through tailored training and mentoring, participating businesses will strengthen their capacity to innovate, improve service quality and build resilience, with a strong focus on the green and digital transitions that are reshaping the tourism sector.

Tourism businesses along the Via Francigena, including accommodation providers, tour operators, cultural centers, and outdoor activity organizers, are encouraged to apply for this funding. In addition to financial support, the program offers businesses the opportunity to access expert advice, best practices, and training that will equip them with the tools needed to become more competitive and sustainable in an increasingly digital and eco-conscious market.

The DETOUR project will continue to support these SMEs throughout 2026, providing them with the necessary resources to thrive and contribute to the growth of slow tourism along the Via Francigena. By improving services and infrastructure, the project will help the Via Francigena region become a more attractive and sustainable destination for international and local visitors. This work is carried out in close coordination with the Italian regions crossed by the DETOUR route — Piedmont, Lombardy, Emilia-Romagna, Liguria, Tuscany, and Lazio — whose involvement is essential to ensure coherence with regional strategies and to strengthen long-term impact. During BIT, Luca held targeted meetings with representatives of these regions to align priorities, share operational updates, and identify concrete areas for collaboration. Together, these initiatives place slow tourism at the heart of territorial development, fostering sustainability, social cohesion, and new economic opportunities for villages, small towns, and local communities along the route.