Sustainable tourism
Grandi Destinazioni Italiane
iOS and Android app
Nature, art and history
Client
Unexpected Itineraries of Rome is funded by the Ministry of Tourism’s Grandi Destinazioni Italiane per un Turismo Sostenibile (Major Italian Destinations for Sustainable Tourism) program, which also involves Venice, Milan, Florence and Naples. The goal is to promote alternative itineraries outside the historic center, so visitors can explore Rome from a different perspective, away from mass tourism.
The challenge
Seven itineraries through green spaces, lesser-known archaeological sites and neighborhoods with a strong artistic identity: street art, history and biodiversity, to discover the city’s most authentic side.
Turning Rome into a never-ending destination: a place to rediscover again and again.
The City of Rome’s goals
Lesser-known places, with itineraries immersed in nature and history.
A more sustainable tourist presence in the city.
As a key part of what Rome offers tourists.
Rome as a destination to visit more than once.
Reach new markets and tourist segments.
The solution
An intuitive, accessible app that guides you to discover unexpected itineraries through nature and history.
Detailed descriptions and images for every route.
The route in real time and the points of interest.
They start automatically along the way, with fun facts and anecdotes.
Difficulty and accessibility of every route.
To get to know the natural environment of the areas you pass through.
An interface optimized for screen readers and voice commands.
Accessibility was a priority: an inclusive experience, designed for blind users too.
Results
A different way to explore the city, more authentic and sustainable.
With audio guides and detailed maps, you discover new itineraries without needing a guide.
An engaging, inclusive experience, including for people who are blind.
