The Via Francigena Salentina as an Opportunity for Experiential Tourism and a Territorial Enhancement Tool

The essay presents the results of a 10-year archival and on-field study, carried out by a research group (bringing together archaeologists, geographers, medieval historians and art historians) of the Department of Cultural Heritage of the Salento University, who have rebuilt the Via Francigena Salentina following ancient pilgrim routes heading to the Holy Land. The researchers have mapped and catalogued natural and cultural highlights along the route, also analysing tourism services on a local scale and the environmental impact of human activities. After presenting a short assessment of the adequacy of cultural routes in meeting the new requirements imposed by the tourism demand the research analyses the Via Francigena Salentina’s main features, also taking into account goods and services provided by the territory and the capability of local professionals and administrators to drive and boost effective relationships among stakeholders, also activating enhancement processes and organic and unitary promotional initiatives and always respecting both visitors’ needs and the environment