Horizon 2020 project, funded by the European Commission, promotes cultural heritage in the vicinity of historic pilgrimage routes and facilitates economic and social impact of sustainable tourism in rural areas. The project started on 1 January 2021 and has a duration of 36 months, while its main phases include identification of pilot areas and relevant heritage sites, definition of common and communication strategies in each pilot area, and design and promotion of a technological platform. The rurAllure works on the identification and promotion of cultural heritage, located along the historic ways in four pilot areas (Santiago de Compostela, Via Francigena, Via Romea Germanica, Via Romea Strata, St. Olav Ways and Way of Mary), with a focus on its rural and less touristic parts. Mapping heritage landmarks along the pilgrimage routes, the project develops a digital repository of cultural points of interest which guides hikers and pilgrims along the routes and helps them to discover heritage without significantly deviating from the original route. The project contributes to 17 Sustainable Development Goals with emphasis on SDG n.3, n.8, n.9, n.11, n.13, n.17. In particular, it adds value to local economies, extracting benefits from responsible use of heritage and creating well-being with the least amount of environmental harm. As 80% of the trails’ territory lie in rural areas, the project provides a favourable environment for tourism enterprises in provincial localities, empowers local communities, promotes local culture and products. In addition, it valorises healthy lifestyle and reduces the risk of acquiring various diseases such as diabetes, cancer and cardiovascular diseases. Walking or cycling in the natural surroundings together with fellow ramblers helps to stimulate mental health and socialisation, reduce the risk of depression, and improve sleep quality and self-esteem.

The Via Francigena is one of the most popular pilgrimage routes in the world, spanning centuries of history and stretching along 3200 kilometres in the UK, France, Switzerland and Italy. In 1994, the route was awarded 'Cultural Route of the Council of Europe' status in recognition of its role in promoting common European values. The European Association of the Via Francigena ways (EAVF) acts as a promoter and policy-maker of the route and organises its activities in line with 17 Sustainable Development Goals. Today, especially in the post-pandemic context, where walking tourism is as ever an important tool of sustainable tourism development, it produces positive impact in the following dimensions: Environmental impact. Pilgrimage tourism refers to walking and cycling activity, which means consuming no fuel and leaving a smaller carbon footprint compared to other types of travel. As part of its promotional activities the EAVF pays special attention to valorisation of responsible tourism, safeguarding biodiversity and local environment. Economic impact. The Via Francigena route connects major urban centres with rural areas. The economic benefits generated by increasing flows of pilgrims are spread throughout the entire itinerary, creating income opportunities and improving the quality of life of local communities along the route. The EAVF and partners coordinate to maximise the economic impact and shift attention away from overcrowded tourist destinations to lesser known but culturally rich regions. Socio-cultural impact. As part of the Council of Europe's framework of Cultural Routes, the Via Francigena promotes intercultural understanding and tolerance, strengthens social cohesion and dialogue by transmitting the values of human rights, cultural diversity and mutual exchange across borders. It brings together walking enthusiasts from all over the world, encourages them to discover new cultures, connect with local people, share experiences and stories.