Pavia has just hosted the international meeting of DETOUR – Developing resilient tourism ecosystems along Mediterranean routes, a European project funded under the Single Market Programme (SMP) and coordinated by the Municipality of Fidenza. The event was facilitated by the Chamber of Commerce and the Municipality of Pavia, with the support of the Tourism Councillor Angela Barbara Gregorini.

The two-day event, held on 2–3 October 2025, brought together eight partners from four European countries – Italy, Greece, Bulgaria and Türkiye – with the shared goal of developing more resilient, innovative, and sustainable tourism ecosystems along Mediterranean walking routes.

“Today in Pavia we have an exceptional opportunity, and I would like to thank the Chamber of Commerce and the Municipality of Pavia for their support,” said Francesco Ferrari, the President of the European Association of the Via Francigena (AEVF). “It is no coincidence that Pavia was chosen, as it lies along the Via Francigena – a city of great importance where many routes from across our continent intersect. This meeting is significant for us because it brings together many experiences and realities that can help both the Via Francigena and other European routes to grow.”

At the heart of the discussions were the incentives and opportunities for SMEs operating along the trails. The partners have completed the survey phase, analysing responses from more than 700 enterprises across all project countries. The results provided valuable insights that are now guiding the design and adaptation of training activities to better reflect the realities and needs of tourism ecosystems along each route.

The DETOUR training and mentoring programme for SMEs will start in January 2026, offering online modules, one-to-one sessions with tourism and innovation experts, and access to funding of up to €25,000. The call for training is still open until 24 November 2025 (consult the call). The meeting was also an opportunity to present the newly launched website of the project, which serve as DETOUR digital hub, presenting its upcoming steps and the latest updates for general public and the network of stakeholders, SMEs, and trainers.

Participants had the opportunity to explore the Pavia section of the Via Francigena, through a cultural itinerary that included collecting stamps in pilgrim passports and technical visits to the tourist office, which engages with different visitor groups, including hikers.

The visit concluded with the presentation of the project “Passi Connessi: Tradition and Technology for the Walks – International Volunteer Camp”, organised by the University of Pavia in partnership with the IT.A.CÀ – Festival of Responsible Tourism, and involving professors and students from the university. After the presentation, the DETOUR partners joined the group for a short walk along the Via Francigena and the River Ticino, using their interactive itinerary developed within the project.

In between intense working sessions, the partners also took a moment to celebrate the project’s first anniversary, marking a year already rich in synergies and activities.

The meeting closed with the definition of next steps, including preparations for the next international event to be held in Greece next spring, organised by project partner Mediterranean Centre of Environment (MKP).