In December 2025, the region of Emilia Romagna received a major editorial boost when AFAR published an in-depth feature titled “How to Hike Italy’s Via di Linari.”
This placement is the result of a multiyear strategic effort to position Emilia Romagna as a premier destination for slow and sustainable outdoor adventure. By connecting a top-tier travel writer with the region’s unique pilgrimage routes, SiPP Communications helped secure a narrative that perfectly aligns with modern traveler desires for authenticity and cultural depth.
Strategic Storytelling
Meeting the Demand for “Slow Travel”
Since the pandemic, there has been a significant shift in visitor interest toward nature-based tourism. For Emilia Romagna, this meant prioritizing their ancient pilgrimage paths. These routes offer a physical challenge while weaving together the region’s natural beauty and medieval history. The Via di Linari stretches 93 miles from Parma into Tuscany and served as the ideal centerpiece for this story.
High-Authority Narrative Placement
AFAR is a leading voice in travel as a force for good. Securing a long-form feature here validates the destination’s commitment to sustainable tourism. The article highlights the trail’s ability to take travelers into a space of stillness. This effectively diverts traffic away from overcrowded hubs and into the heart of the Apennines.
The Power of the “Open Monasteries” Initiative
Great PR is often about timing and unique access. A conversation about the Open Monasteries initiative inspired a conversation with a top-tier travel writer about a trip along the Via di Linari, which plays host to this event each autumn. This resulted in coverage that touched on exclusive experiences such as lunch prepared by cloistered nuns and private tours of 10th-century abbeys. These are the types of moments that travelers cannot find through a standard booking engine.
Messaging that Hits the Mark
The resulting story hit every key message identified by the tourism board. It framed the Via di Linari as a way to experience the nation’s backcountry through rolling summits and silent expanses. The coverage successfully positioned Emilia Romagna as an authentic and peaceful alternative to the glitzier Alps or the crowded coastal paths. This environment offers visitors a rare opportunity for introspection and spiritual renewal.
Results That Matter
This AFAR feature underscores the ability of SiPP Communications to translate a tourism board’s high-level goals into a captivating editorial narrative. By identifying the right media partner and facilitating unparalleled local access, we helped Emilia Romagna reach a high-intent audience of culturally curious travelers.
To read the full story on AFAR, click here.
